How Much is Your Content Worth?


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From nextMEDIA - Monetizing Digital Media 2007, this presentation from Custometrics' David Beaton focuses on how to determine the worth of your content from the point of view of both advertisers and analytics.

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  • Thank you; good morning, all. My name is David Beaton, and I am Senior Partner and CEO of Custometrics, a Toronto-based leader in the field of marketing analytics. The conference organizers asked me to build this morning’s content around this subject…how much is your content worth? My concern in addressing this, especially in this fast-moving field, is delivering content you will find worthwhile spending a half hour on. Wish me luck.
  • How Much is Your Content Worth?

    1. 1. How much is your content worth? A Presentation to nextMEDIA: Monetizing Digital Media Nov 28, 2007
    2. 2. An Introduction to Custometrics <ul><li>Ph.D. level, marketing analytics; statistical modeling and optimization </li></ul><ul><li>High-impact performance management technology </li></ul><ul><li>North American brands, B2C, B2C; wide range of industries </li></ul><ul><li>The Technology </li></ul><ul><li>Ad-Catalyst TM </li></ul><ul><li>Multi-channel evaluation and optimization </li></ul><ul><li>Tackles hard-to-measure mass channels along with direct and retail channels </li></ul><ul><li>Marketing communication measured along with other influencers: price, promotion, product introductions, etc. </li></ul><ul><li>The Track Record </li></ul><ul><li>10-35% improvements in marketing communication impacts </li></ul>
    3. 3. How Much is Your Content Worth? <ul><li>… from the pov of advertisers… </li></ul><ul><li>… and from an analytical perspective. </li></ul>
    4. 4. Defining Terms <ul><li>Channel </li></ul><ul><ul><li>A touchpoint between a brand and its customers/prospects </li></ul></ul><ul><ul><li>Ex; Display Ads </li></ul></ul><ul><li>Content </li></ul><ul><ul><li>An expression within a channel </li></ul></ul><ul><ul><li> home page </li></ul></ul>
    5. 5. What keeps Advertisers up at night? <ul><li>Deliver ROI </li></ul><ul><li>Too many choices…and </li></ul><ul><li>… too little time… </li></ul><ul><li>… and fewer staff to get the work done. </li></ul>
    6. 6. The Demand for ROI <ul><li>Measurement? </li></ul><ul><li>Improvement? </li></ul><ul><li>Discipline? </li></ul><ul><li>Creative? </li></ul><ul><li>Targeting? </li></ul><ul><li>Budgeting? </li></ul><ul><li>Forecasting? </li></ul><ul><li>Allocation? </li></ul><ul><li>Channel? </li></ul><ul><li>Media Mix? </li></ul>
    7. 7. <ul><li>For every channel of communication between advertiser and customer, there is a distinct language of targeting and evaluation. </li></ul><ul><li>Question: How do we put all the pieces together? </li></ul>flyers television newspaper FSI radio tele-marketing e-mail web magazine Unaddressed DM OOH Addressed direct mail Bill inserts Tough Questions…
    8. 8. Tough Questions… <ul><li>In the boardroom, marketers are under more scrutiny than ever before. </li></ul><ul><li>Every department in the firm is under pressure to perform; to show ROI. Marketing is not exempt. </li></ul><ul><li>If budget cuts are necessary, marketing spends are often the first to go. </li></ul>
    9. 9. Accountability in Digital Channels Controllable Influencers Web site design SEO Paid Search Email design Other Channels Uncontrollable Influencers Competition Economy Intermediate Outcomes Page views # impressions Demography Click thru rates Unique visitors Time spent Conversion rates Target Outcomes Changes to: Total Sales Online sales ROI ___ Cust Sat Brand Equity
    10. 10. An Advertisers’ Wish List <ul><li>ROI </li></ul><ul><li>Volume </li></ul><ul><li>Price </li></ul><ul><li>Low Risk </li></ul><ul><li>Sustainability </li></ul><ul><li>Segmentation </li></ul><ul><li>Targeting </li></ul><ul><li>Simplification </li></ul><ul><li>Balance </li></ul><ul><li>Optimization </li></ul>
    11. 11. An Advertisers’ Wish List <ul><li>ROI </li></ul><ul><li>Volume </li></ul><ul><li>Price </li></ul><ul><li>Low Risk </li></ul><ul><li>Sustainability </li></ul><ul><li>Segmentation </li></ul><ul><li>Targeting </li></ul><ul><li>Simplification </li></ul><ul><li>Balance </li></ul><ul><li>Optimization </li></ul>Incremental Sales Baseline Sales
    12. 12. An Advertisers’ Wish List <ul><li>ROI </li></ul><ul><li>Volume </li></ul><ul><li>Price </li></ul><ul><li>Low Risk </li></ul><ul><li>Sustainability </li></ul><ul><li>Segmentation </li></ul><ul><li>Targeting </li></ul><ul><li>Simplification </li></ul><ul><li>Balance </li></ul><ul><li>Optimization </li></ul>Current ROI: 451%
    13. 13. An Advertisers’ Wish List <ul><li>ROI </li></ul><ul><li>Volume </li></ul><ul><li>Price </li></ul><ul><li>Low Risk </li></ul><ul><li>Sustainability </li></ul><ul><li>Segmentation </li></ul><ul><li>Targeting </li></ul><ul><li>Simplification </li></ul><ul><li>Balance </li></ul><ul><li>Optimization </li></ul>
    14. 14. An Advertisers’ Wish List <ul><li>ROI </li></ul><ul><li>Volume </li></ul><ul><li>Price </li></ul><ul><li>Low Risk </li></ul><ul><li>Sustainability </li></ul><ul><li>Segmentation </li></ul><ul><li>Targeting </li></ul><ul><li>Simplification </li></ul><ul><li>Balance </li></ul><ul><li>Optimization </li></ul>
    15. 15. An Advertisers’ Wish List <ul><li>ROI </li></ul><ul><li>Volume </li></ul><ul><li>Price </li></ul><ul><li>Low Risk </li></ul><ul><li>Sustainability </li></ul><ul><li>Segmentation </li></ul><ul><li>Targeting </li></ul><ul><li>Simplification </li></ul><ul><li>Balance </li></ul><ul><li>Optimization </li></ul>RR
    16. 16. An Advertisers’ Wish List <ul><li>ROI </li></ul><ul><li>Volume </li></ul><ul><li>Price </li></ul><ul><li>Low Risk </li></ul><ul><li>Sustainability </li></ul><ul><li>Segmentation </li></ul><ul><li>Targeting </li></ul><ul><li>Simplification </li></ul><ul><li>Balance </li></ul><ul><li>Optimization </li></ul>Optimization Starts
    17. 17. An Advertisers’ Wish List <ul><li>ROI </li></ul><ul><li>Volume </li></ul><ul><li>Price </li></ul><ul><li>Low Risk </li></ul><ul><li>Sustainability </li></ul><ul><li>Segmentation </li></ul><ul><li>Targeting </li></ul><ul><li>Simplification </li></ul><ul><li>Balance </li></ul><ul><li>Optimization </li></ul>
    18. 18. An Advertisers’ Wish List <ul><li>ROI </li></ul><ul><li>Volume </li></ul><ul><li>Price </li></ul><ul><li>Low Risk </li></ul><ul><li>Sustainability </li></ul><ul><li>Segmentation </li></ul><ul><li>Targeting </li></ul><ul><li>Simplification </li></ul><ul><li>Balance </li></ul><ul><li>Optimization </li></ul>
    19. 19. An Advertisers’ Wish List <ul><li>ROI </li></ul><ul><li>Volume </li></ul><ul><li>Price </li></ul><ul><li>Low Risk </li></ul><ul><li>Sustainability </li></ul><ul><li>Segmentation </li></ul><ul><li>Targeting </li></ul><ul><li>Simplification </li></ul><ul><li>Balance </li></ul><ul><li>Optimization </li></ul>
    20. 20. An Advertisers’ Wish List <ul><li>ROI </li></ul><ul><li>Volume </li></ul><ul><li>Price </li></ul><ul><li>Low Risk </li></ul><ul><li>Sustainability </li></ul><ul><li>Segmentation </li></ul><ul><li>Targeting </li></ul><ul><li>Simplification </li></ul><ul><li>Balance </li></ul><ul><li>Optimization </li></ul>
    21. 21. An Advertisers’ Wish List <ul><li>ROI </li></ul><ul><li>Volume </li></ul><ul><li>Price </li></ul><ul><li>Low Risk </li></ul><ul><li>Sustainability </li></ul><ul><li>Segmentation </li></ul><ul><li>Targeting </li></ul><ul><li>Simplification </li></ul><ul><li>Balance </li></ul><ul><li>Optimization </li></ul>
    22. 22. Some Suggestions… <ul><li>Testing vs Sticking </li></ul><ul><li>Standing out for Test Budgets </li></ul><ul><li>Competing with Other Media to Stick </li></ul>
    23. 23. Discussion/Q&A
    24. 24. Contact Information <ul><li>David Beaton </li></ul><ul><li>Senior Partner & CEO </li></ul><ul><li>Custometrics </li></ul><ul><li>1 Valleywood Drive, #2 </li></ul><ul><li>Markham, Ontario </li></ul><ul><li>L3R 5L9 </li></ul><ul><li>905-479-4181 </li></ul><ul><li>[email_address] </li></ul>