1.
Move Beyond The
Why To The What Now
How to Act on Your Analytics Data
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2.
Today’s Logistics
Connor Thompson
Client Marketing Manager
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LIV

3.
WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+
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4.
Some of
Our Clients
Our
Recognition
For Commerce Leaders Of Today And The Future
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5.
Our Speakers
WILL HAMMOND
Data Scientist
ANNICA NESTY
Group Director, Integrated
Intelligence
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6.
Agenda
● How we act on Data at Tinuiti?
● Tinuiti’s Data Informed, Measurement
Approach: How they Sit Together in a Unified
Framework?
● Use Case
● Key Takeaways
● Q&A
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7.
What is your biggest obstacle when
it comes to acting on your data?
● Complex data landscape
● Not enough data
● Unclear data strategy
● Lack of access to tools
● Not having the right measurement
solution
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POLL

8.
How we Act on Data at
Tinuiti?
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9.
Enabling Your Ability To Make Smarter And Faster
Decisions
Data is a strategic asset that enables
our ability to make smarter and faster
decisions:
● Understand your customers on a
deeper level
● Improve business operations
● Identify opportunities to drive sales
Targeted Measurement Solutions
Explain
Predict
Optimize

10.
Benefits Of Having A Strong Data Strategy
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Move from reactive
to proactive
business
management
Drive productivity
with easily
accessible data
Develop, test, refine
marketing strategies
to meet goals
Improve customer
relationships
through
personalization
Improve product
and service
offerings
Discover and unlock
the advantages of
predictive analytics

11.
How We Act on Data at Tinuiti?
Business
Requirements/Scoping
Having clear goals and objectives at the
start will help you to identify the metrics
that really matter. What are trying to
measure, what are you trying to improve,
questions to be answered, and
ultimately, the KPIs to answer those
questions
Data Exploration -
Sourcing and Gathering
With a good understanding of
what questions the business is
asking, we can turn to the next
element: analyzing data sources,
how that data is gathered, and
where the data exists
Solution Design
Planning and developing a
flexible and scalable solution
that is customized and focused
on the business needs and
analytical maturity
Implementation - Measurement
and Tracking
Turning data into insights with strong data
governance and strategy that is supported by an
analytical plan and roadmap through
democratization. Building a solution that allows
us to use visualizations and storytelling to
quickly spot trends and outliers, and present
context metrics, anticipating the investigation
path. Providing the right level of details with key
drill down capabilities

12.
Tinuiti’s Approach To Acting on
Data with Measurement
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13.
EXPLAIN PREDICT OPTIMIZE
Solutions Designed With Your Business Questions In
Mind
● What are the most common
and most valuable paths to
conversion?
● How effective is media channel
by product?
● How does the upper funnel
spend impact lower funnel
performance?
● How would you propose we
segment our customer
database?
Custom Multi Touch Attribution
|
Customer Segmentation
|
Incrementality
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● How well will current and
planned budgets perform?
● What revenue performance can
we expect in the first quarter?
● Are we spending too much to
acquire customers?
● Who is most likely to be a high
value customer?
Marketing Impact
|
Advanced Forecasting
|
Customer Lifetime Value
● What is the optimal mix of
media over time to increase
new customers?
● How much should we increase
our investment by to increase
ROI and market share ?
● What is the unique contribution
of this channel to revenue?
● What media investment is
needed for a 50% YoY revenue
increase?
Marketing Mix Modeling

14.
Multi-Touch Attribution
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Customer Journey
● The way we perform a custom multi-touch attribution is by building
on customer journey data
● Customer journey data is any media interaction or media event data
(this can be clicks, views, email sends, etc.) that leads to a
conversion (sale of a unit, visit, download of an application, etc.)
● After we have assembled this data, we can go beyond last-click
attribution, and leverage Machine Learning Algorithms to estimate
the unique contribution of each interaction along the customer
journey to conversion
EXPLAIN
● What are the most common and
most valuable paths to
conversion?
● How effective is my media mix?
● Which channels drive the most
new customer sales?
Custom Multi Touch Attribution

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Multi-Touch Attribution Solution Overview
This is achieved by mapping out the customer journey, and each step in that journey, that leads to a conversion.
Relationships are examined between them to estimate the unique contribution each step has in the conversion path.
Delivers multi touch attribution measurement beyond traditional last-click attribution.
Media Activity - Individual Level
(Paid search, Social etc...)
Sales Units or
Sales Revenue
MOBIUS: DATA REQUIREMENTS MOBIUS: MODEL REQUIREMENTS
Minimum of
1 MONTH
of historical data
TARGET MODEL DRIVERS
MULTI-TOUCH ATTRIBUTION MODEL
Review and assess
historical attribution
Ongoing evaluation
Evaluate salience of channels
in customer segments
Future optimization
Evaluate top converting
paths
Future execution

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What Is The Unique Contribution Of Each Channel?
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17.
Incrementality Studies
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EXPLAIN
● What is the incremental impact of
increasing my budget for Social?
● What is the incremental impact of
going dark with Display?
● What the incremental impact of the
new product release?
● What is the incremental impact of
increasing investment in the upper
funnel?
● What is the impact of expanding
social to include Pinterest?
Incrementality Testing
An incrementality framework can measure continuous changes and provide daily measurement of
adjustments to media execution, and can be used in conjunction with other forms of measurement (MMM,
MTA, etc.).
Be more informed about impact of
changes in budgets, which helps
improve optimization efforts
Measure the impact on sales;
analyze what is driving the strongest
response across audience segments
Using data to inform how
effective changes in messaging
and/or creative is at reaching
target audience
Test the impact of a new media
channel, new product lines and
leverage insights to scale
investment. Ongoing measurement
of impact of changes in advertising
INCREASE/DECREASE
IN MEDIA SPEND
CAMPAIGN EFFECTIVENESS; TACTIC
EFFECTIVENESS
CREATIVE, MESSAGING, OFFERS
EXPANSION TO NEW
MEDIA CHANNELS & NEW PRODUCT
LINES

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Inputs And Data Requirements
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● 90+ days of historical Campaign level data by
retailer to begin
● Ongoing daily Campaign level data by retailer
● Key segments ( Product Lines & Targeting types)
● Learning agenda
● Offline activity
● First party sales ( revenue, conversion, profit)
● Ad group level data
● Promo calendar
● Product Launch Calendar
● Other Digital Activity
Must Have Considerations Nice to Have Considerations
Retailor Type Campaign - Product

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GEO MATCH MARKET GEO / AUDIENCE SPLIT MARKET SYNTHETIC CONTROL
Incrementality Measurement Types
● In this measurement approach the test or
exposed group is a specific market(s).
● The remaining markets would be evaluated
to determine if there is a single market or
group of markets that is comparable to the
exposed group (a “match”).
● We will use the difference between the
matched markets to determine if there was
a statistically significant incremental lift
due to the intervention.
● In this measurement approach we split the
audiences and/or markets - DMA, State,
City or Zip level geos into randomized,
comparable groups
● This is dependent on the ability to execute
media at the specified audience and geo
level.
● The test group would be exposed to the
intervention, while the control group would
remain business as usual.
● This approach is used if we are unable to
define a balanced test/control group, or
execute media on the geo/audience
grouping approaches described.
● We will develop a predictive model based
upon historical data before the intervention
or change in strategy.
● The model will be used as a synthetic
control to help us predict what the
performance would have been if there was
no intervention.
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TEST CONTROL
TEST CONTROL
Recommended

20.
What Is The Incremental Impact Of The Budget Increase
In Social?
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1. TRAIN
Start Day
2. PREDICT 3. MEASURE
Synthetic
Control

21.
Marketing Investment Impact & Sales Response
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PREDICT
● How well will current and
planned budgets perform?
● What revenue performance
can we expect in the first
quarter?
● Are we spending too much
to acquire customers?
Marketing Impact Analysis
Media
Activity:
Channel
Level
(Paid search,
Social etc...)
Operational
Activity
Promotions,
product launch
etc..)
Sales Units
or Sales
Revenue
TARGET MODEL DRIVERS
MOBIUS: DATA
REQUIREMENTS
MOBIUS: MODEL REQUIREMENTS
Minimum of
1 YEAR
of historical
data
Marketing Impact + DMR
Review and assess
historical
performance
Measures unique
contribution of each
channel
Historically
describes points of
DMR
Utilizes econometric models to determine spend-response relationships. Historically
describes points of diminishing return.

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Marketing Impact Example
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● The channel ROI view gives us a
high level understanding of the
average ROI of each channel, as
well as the spread we have
seen from it
● From here we are able to
understand the rank order of
media channels

23.
Performance Scenario Revenue Projection And
Recommended Investment
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24.
Current
View
Post MMM
View
OPTIMIZE
Marketing Mix Models Help Us To Assess Opportunities
For Growth And Identify Areas Where We Can
Improve Efficiency
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● What is the optimal mix of media that is
most effective for reaching a target
audience (ex. younger audience segment
or high LTV customers)?
● How much should we change our level
and allocation of our media investment to
increase ROI?
● How should we be adapting our budget
allocation strategy based on
macroeconomic trends?
● Which channels are most effective In
store vs. Online?
Econometric models are used to
decompose the contribution of Media
MARKETING MIX MODEL

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Media Activity:
Channel Level
(Paid search, Social
etc...)
Operational
Activity
Promotions, product
launch etc..)
External Factors
(Unemployment rate,
Competitor Spend,
COVID etc..)
Sales Units or
Sales Revenue
TARGET MODEL DRIVERS
MOBIUS: DATA REQUIREMENTS MOBIUS: MODEL REQUIREMENTS
Minimum of
3 YEARs
of historical data
MEDIA MIX MODEL
Review and assess
historical performance
Future forecasts
Evaluate current
marketing initiatives
What if analysis
Optimize spend across
media channels
Ongoing evaluation
Evaluates past marketing performance to measure how media channels drives sales to determine “true” marketing ROI
and optimal mix of media activity. Delivers multi channel attribution measurement
Media Mix Modeling Overview

26.
What’s Included In Our MMM Solution?
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Business Outcomes
● Revenue/Conversions
● Leads
Key Segments
● Geos - DMAs| Region| Zip |
Countries
● Business Type / Service
Lines
● Product Type / Category
Media
● Online Media ( Search,
Social,OTT, Display,
Organic etc...)
● Offline Media ( TV, Direct
Mail, Outdoor,OOH, Print,
Radio etc..)
● Campaign
● Platform
● Tactic- Brand|Non Brand |
Prospecting| Retargeting
● Upper | Mid | Lower Funnel
Non Media
● Promotions
● Product Launches
● Creative
Macroeconomics
● GDP
● Unemployment
● CPI
● Inflation
● Volatility index
● COVID Impact
● Global Events
Competitor Performance
● Media Spend
Weather
Holiday/Seasonality
Because no model
is perfect
BUSINESS
OUTCOME
MARKETING
FACTORS
NON-MARKETING
FACTORS
ERROR

27.
How Do We Use The Insights From An MMM To Drive
Growth?
● Multi channel attribution
● Measure channel effectiveness and
how that changes overtime
● Assess channel spend saturation
● Explore sales response based
on various levels of spend
● Determine channels that can be
used to push spend and drive
growth vs. channels where spend
can be scaled back
● Determine the most effective budget
allocation based on media mix
channel ROI
● Test various budget allocations to
forecast future performance and
determine which plan provides the
best return on investment over time
ATTRIBUTION
SATURATION & DIMINISHING
RETURNS ASSESSMENT
OPTIMIZATION AND FORECASTING
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28.
Powered by
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DATA IS AT THE HEART OF EVERYTHING WE DO WITH OUR PROPRIETARY
SUITE OF MARKETING INTELLIGENCE & MEDIA ACTIVATION TECHNOLOGY
UNIFY
Connect, collect, and synthesize
your data in one place to make it
easy to understand and act on.
OPTIMIZE
Get targeted analytics solutions that
allow us to enhance and customize the
way your data is analyzed.

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Seamlessly Unify Your Data In One Location
FLEXIBLE ENOUGH TO PULL DATA FROM WHEREVER IT LIVES, CENTRALIZING EVERYTHING YOU NEED
32BN ROWS OF DATA INGESTED
500+ PLUG & PLAY INTEGRATIONS

30.
How We Leverage These
Insights?
Case Studies
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31.
MTA Insights - Positive Lift In Contribution From Tinuiti
Managed Paid Media Channels In The Last 12 Months
Instore
+11%
Lift
Online
+8%
Lift
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32.
MMM - Assess Opportunity To Lift Spend Across Channels
Funnel Channel Current Budget
Allocation
MMM Optimized Budget
Allocation
Opportunity to Lift
Spend (%)
Upper and Mid
Funnel
Display 9.98% 10.44% 4.6%
OTT 4.74% 6.62% 39.7%
Social 33.95% 11.93% -64.9%
Lower Funnel
Search 19.73% 26.94% 36.5%
Shopping/PLA 19.05% 26.58% 39.5%
Affiliate 12.54% 17.49% 39.5%
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Incrementality - Assess Budget Shifts And Other Key
Activities Incremental Impact
Online Instore
● A synthetic control framework is:
○ Always-On
○ Non-disruptive
○ Privacy robust (no user level
data needed)
○ Reduces test contamination
● An “always on” measurement
framework can track the effects
of changes to the following:
○ Budgets
○ Bids
○ Targeting Type (Branded,
Category, Conquesting)
○ Product Focuses
○ Placement Types
○ Total Investment Strategy (ads
on or off)
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Value Based Segmentation -Loyal Active Is The Top Value
Segment And Accounts For 28% of the Customer Base
Generating 69% Of Total Revenue
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High Value (Share of Revenue)
High Share of Customers
Identify top opportunities for growth
leveraging segments insights
● Increase Lifecycle Conversion of
Onetime Active & Inactive
Customers
○ Orchestrated lifecycle
campaign activation /
execution to encourage next
purchase
● Increase Targeted Customer
Acquisition
○ Model Look-a-like to target
and acquire high value
customers (Best Customers=
Loyal Active) , via the
optimum channels

35.
Key Takeaways
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● Spend time identifying your core business needs
and goals so you can create a realistic data
strategy going forward
● Drive productivity with easily accessible data.
Having access to the right data at the right time
● Align on sources of truth and KPIs that can be
used for monitoring performance
● Activate the use of an ensemble of measurement
solutions to get a holistic view of media
performance on business goals
● Measuring at different granularities to optimize
media at a macro and micro level

36.
Q&A
WILL HAMMOND
Data Scientist
ANNICA NESTY
Group Director, Integrated
Intelligence
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37.
Schedule time
with Andrew
Richardson
ANDREW RICHARDSON
SVP of Analytics & Marketing Science
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38.
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on the future of
digital marketing
Visit our new content hub
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39.
Thank you!
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