Intelligent Influence:Poking the hornet’s nest ofmeasurementJulie RobertsHead of Marketing Effectiveness@tmwagency+44 (0)2...
TMW ‘Intelligent Influence’ : Marketing EffectivenessWhat I’m going to be talking about …Case study:FMCG B2C‘Always on’ so...
Operational FrameworksPDCA or ……TIMEQUALITYIMPROVEMENTLEARNPDCA - Scientific method: Francis Bacon, made popular by Dr W E...
Marketing-specific frameworkThe 5 basic questions to ask of MarketingMEASURINGMarketing’sworth5) Whichmetrics?1) Consumeri...
Communications-specific frameworksAcquisition commsAwarenessConsiderationConversionAwareness &initialconsiderationConsider...
Communication-specific frameworksMoving towards purchase journeysCONSIDERATIONsetMoment ofPURCHASETriggerInitialCONSIDERAT...
Creative frameworksWhat works? 437 campaigns:only 11 achievedscore of > 5 (out of 7)€1 invested in highlycreative campaign...
Communication-specific frameworks‘Engagement’CrosssellRepeatpurchaseDecreasing purchaseAwarenessConsiderationCon-versionIN...
Communication-specific frameworksEngagement – ‘Brand Love’Awareness Consideration Conversion Cross-sell Repeat purchase De...
Intelligent Influence:Lynx – ‘Brand Love’FMCG / Social Media / B2C
GWI: 18-24 men, UK...but the biggest motivatorto follow a brand (60% ofaudience) is to receivediscountsOver index for usin...
Continually connectedSpeak their own languageHighly sceptical ofauthoritySeeks recognition andfameEnjoys absurdity and odd...
“What can my brand dofor me?”
‘Even Angels willFall’ – encouraging deo& shower to buyfragrance‘Lynx for her’ –there will be ‘attractionchaos’ with Lynx ...
Create content & entertain, distribute with mates, both what we makebut what they contribute tooIn this world asking for a...
Communication-specific frameworksQuantifying ‘Brand Love’CREATINGHANDRAISINGCONSUMINGRESPONDINGSHARINGMovement at each lev...
HAND-RAISINGTotal FansCONSUMINGEngaged UsersRESPONDINGTalking About ThisSHARINGUnique SharersCREATINGUploaded ContentHAND-...
Dotted boxes representbenchmark figures:(i) YTD average performance &(ii) YTD average performanceas share of base sizeThe ...
Start with what is manageable as a frameworkUse PDCA for structuring approach to measuring onecampaign e.g. product launch...
Final thought“ … the real issue is whether a measurement system isfinding the right knowledge in a timely way. …Overly dev...
AMC13 - Marketing Effectiveness by Julie Roberts at TMW
AMC13 - Marketing Effectiveness by Julie Roberts at TMW
AMC13 - Marketing Effectiveness by Julie Roberts at TMW
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AMC13 - Marketing Effectiveness by Julie Roberts at TMW

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How do we measure our true success? How do we know if we are being effective? And how can we improve? Investing in ‘big data’ is pointless without a concrete effectiveness strategy. Julie looked at, with the increasing amounts of data available, how we should plan, do, check and (importantly) act in 2013.

Julie works across the spectrum of TMW clients to provide insights into their marketing strategies, showing them how effective their strategies are and how they could be improved. The role involves monitoring, evaluating and reporting on client's marketing activity, with the results being used to feed into the planning process for future projects. Some of the division's key outputs include benchmarking, budget optimisation and campaign evaluation.

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AMC13 - Marketing Effectiveness by Julie Roberts at TMW

  1. 1. Intelligent Influence:Poking the hornet’s nest ofmeasurementJulie RobertsHead of Marketing Effectiveness@tmwagency+44 (0)20 7349 4000www.tmw.co.uk
  2. 2. TMW ‘Intelligent Influence’ : Marketing EffectivenessWhat I’m going to be talking about …Case study:FMCG B2C‘Always on’ socialmediaUsing Organisational &CommunicationsframeworksMost over-usedMarketing terms -‘ engagement’Marketing / BrandRepublic – 6 steps to ME
  3. 3. Operational FrameworksPDCA or ……TIMEQUALITYIMPROVEMENTLEARNPDCA - Scientific method: Francis Bacon, made popular by Dr W E DemingPPAA - Knowledge Management measurement by V Kellen, DePaulUniversity of ChicagoDataanalysis, mergingdata, buildingmodels etcPrioritising,communicating &developing planbased on infoperceivedExecuting the plan &changing company’sbehaviour in-marketMeasuring effect of theexecution & adjusting mid-stream (if necessary)PPAA or ……
  4. 4. Marketing-specific frameworkThe 5 basic questions to ask of MarketingMEASURINGMarketing’sworth5) Whichmetrics?1) Consumerinfluences?2) IsmarketingjudgementInformed?4) Complexity3) Managingrisk?1RESEARCH – conduct some (online,panels, in-store)2345HYPOTHESISE – ask bite-sized questions& build nimble analytical modelsSET PARAMETERS – use a simpleallocation modelSPECIALISTS – internally & externally,central co-ordinating role & clear RACIsCONSISTENCY – short term & longterm
  5. 5. Communications-specific frameworksAcquisition commsAwarenessConsiderationConversionAwareness &initialconsiderationConsiderationConversionActive EvaluationFragmented media +proliferation of products =reduced consideration listAs research & shoppingprocess starts theconsideration listoften increases66% of touchpoints duringAE process involvesconsumer-drivenmarketing i.e. webreviews
  6. 6. Communication-specific frameworksMoving towards purchase journeysCONSIDERATIONsetMoment ofPURCHASETriggerInitialCONSIDERATIONsetMoment ofPURCHASETriggerConsumer Decision JourneyATTRACTING*TRANSACTINGENHANCINGSERVICE / SUPPORTBRAND* CRM Frameworks by V Kellen, DePaul University of ChicagoCrosssellRepeatpurchaseDecreasing purchaseAwarenessConsiderationCon-version- DECLINERS+ GAINERS- DEFECTORSCustomer LifecycleLoyalty Monitoring
  7. 7. Creative frameworksWhat works? 437 campaigns:only 11 achievedscore of > 5 (out of 7)€1 invested in highlycreative campaign = nearlydouble sales vs a non-creativecampaign (dependent oncategory)Elaboration has mostpowerful effect of alldimensions. Agencies focus on‘originality’.Most used comboflexibility & elaboration(lowest) but elaboration+ originality = doubleimpact on salesTED TALKS
  8. 8. Communication-specific frameworks‘Engagement’CrosssellRepeatpurchaseDecreasing purchaseAwarenessConsiderationCon-versionINVOLVEMENTINTERACTIONINTIMACYINFLUENCEDISCOVERY – unique visitors, timeon page, ad impressions, in-store visitsEVALUATION – 1st timepurchases, free sample requests, blogcomments, UGC, banner ad CTs …..OPINIONS – satisfaction rates,sentiment, brand affinity ….EXPRESSIVENESS – NPS,forwarded content, fans, WoM, viralUCG, loyalty …..
  9. 9. Communication-specific frameworksEngagement – ‘Brand Love’Awareness Consideration Conversion Cross-sell Repeat purchase Decreasing purchaseSTAGE 1STAGE 2STAGE 3STAGE 4STAGE 5PROSPECTS CUSTOMERS
  10. 10. Intelligent Influence:Lynx – ‘Brand Love’FMCG / Social Media / B2C
  11. 11. GWI: 18-24 men, UK...but the biggest motivatorto follow a brand (60% ofaudience) is to receivediscountsOver index for using the internet forentertainment, 50% looking forfilms, gaming etcApprox. 40% are looking justto fill up spare timeMore likely to have a social networkingprofile, 70% on Facebook, 30% on Twitter They’re using it to socialise(80%), share pictures (75%) andwatch video contentSlightly more likely to sharebrand content (25% vs 20%)…
  12. 12. Continually connectedSpeak their own languageHighly sceptical ofauthoritySeeks recognition andfameEnjoys absurdity and oddhumourEmbraces a variety ofsubculturesSkim text and informationquicklyVery easily boredForrester: The Gen Y Design GuideRisk aversePampered
  13. 13. “What can my brand dofor me?”
  14. 14. ‘Even Angels willFall’ – encouraging deo& shower to buyfragrance‘Lynx for her’ –there will be ‘attractionchaos’ with Lynx nowfor him & her‘Chaos Island’ –extension of the ‘attraction chaos’ campaign‘Apollo’ –win a place in space withVirgin
  15. 15. Create content & entertain, distribute with mates, both what we makebut what they contribute tooIn this world asking for a like won’t cut it ……We can make the experience rewarding, let them trade fame forfavours …….We can create the content they can share using the tech they have andthe networks they’re using
  16. 16. Communication-specific frameworksQuantifying ‘Brand Love’CREATINGHANDRAISINGCONSUMINGRESPONDINGSHARINGMovement at each level is benchmarked -independently & as a share of total fanbase.Performance compared vs previous and YTDave to determine growthBRANDLOVE3Overall objective is to move fans further upthe pyramid indicating an increase in volume& depth of brand engagementWithin the pyramid each level of interactionrepresents a greater degree of consumerengagement than the preceding12
  17. 17. HAND-RAISINGTotal FansCONSUMINGEngaged UsersRESPONDINGTalking About ThisSHARINGUnique SharersCREATINGUploaded ContentHAND-RAISINGTotal FollowersCONSUMINGReachRESPONDINGFavourites, RepliesSHARINGRetweetsCREATINGMentionsHAND-RAISINGTotal SubscribersCREATINGUploaded ContentCONSUMINGViews, % RetentionSHARINGVideo SharesRESPONDINGFavourites, Comments, LikesCommunication-specific frameworksQuantifying ‘Brand Love’
  18. 18. Dotted boxes representbenchmark figures:(i) YTD average performance &(ii) YTD average performanceas share of base sizeThe boxes are the same sizeeach monthSolid boxes represent actualperformance:(i) Actual performance for themonth &(ii) Actual performance for themonth as share of base sizeThe size of each box isproportional to actualperformance for that monthWhere box extends past thedotted line, performance ishigher than the YTD average.Where the box is within thedotted line, performance islower than the YTD average
  19. 19. Start with what is manageable as a frameworkUse PDCA for structuring approach to measuring onecampaign e.g. product launchEnsure measures support over-arching businessobjectives & not in a vacuumDiscuss / get ideas from partnersConclusion / summary
  20. 20. Final thought“ … the real issue is whether a measurement system isfinding the right knowledge in a timely way. …Overly developed and non-adapting measurementsystems are like the persistent fishermen castinghis or her old nets in the same place, waiting for thefish that may never return.”CRM Frameworks by V Kellen, DePaul University of Chicago

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