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MRM Seattle Digital Immersion Lab: Just Measure It!


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Analytics expert Vipin Mayar of MRM Worldwide discussed how aligning measurement strategies with company objectives can drive business intelligence. Once those strategies are set, marketers can adjust their channel mix—a simple, cost-effective way to boost results. Mayar and panelists from Meteor Solutions, Microsoft, and Forrester Research also addressed measuring social media and mobile marketing campaigns.

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MRM Seattle Digital Immersion Lab: Just Measure It!

  1. 1. Welcome to the Digital Immersion Lab<br />Just Measure It!The Many Faces of Analytics<br />Thursday, November 12, 2009<br />
  2. 2.
  3. 3. Digital Immersion LabWelcome<br />Holly Brown<br />SVP, Managing Director<br />MRM Seattle<br />
  4. 4.
  5. 5. Digital Immersion LabAnalytics<br />Vipin Mayar<br />EVP, Global Director of Data, Analytics and Marketing Accountability<br />MRM Worldwide<br />
  6. 6. Digital Immersion Lab—Analytics<br />
  7. 7. Analytics Is Critical <br />7<br />According to a recent book, research has shown that every year $XX billion is wasted in advertising<br />
  8. 8. Driving Results Through Analytics—How?<br />8<br />
  9. 9. 9<br />Agenda<br /><ul><li>Introduction
  10. 10. Analytic High Impact Areas
  11. 11. Channel Planning
  12. 12. Dashboards and Insight
  13. 13. Panel
  14. 14. Social Media
  15. 15. Digital</li></ul>        <br />
  16. 16. 10<br />Accountability Is More Critical than Anytime Before<br />Top Marketer Issues in 2008:<br />#1. Integrated marketing communications<br />#2. Accountability/ROI <br />Source: Association of National Advertisers andBooz Allen Hamilton, 2008; survey conductedamong 157 ANA-member marketers<br />
  17. 17. 11<br />Marketers Demand…<br /><ul><li>Culture of Accountability
  18. 18. Metrics Framework & Process
  19. 19. Continuous Learning from Data
  20. 20. Tools
  21. 21. Channel Planning and Budget Allocation Tools
  22. 22. Performance Dashboards with KPIs
  23. 23. Continuous Campaign Optimization
  24. 24. ROI Tools
  25. 25. New Media Measurement Capabilities (e.g. Social media)</li></ul>Source : ANA Study<br />
  26. 26. 12<br />Area 1: Channel Planning and Budget Optimization<br />
  27. 27. 13<br />Mail<br />Telemarketing Fax <br />Customer Service<br />Elevator Advertising<br />Household PDAs<br />Branded Sceens<br />Magazines<br />Radio<br />Television<br />iTV<br />Viral Mail<br />Retail Point of Sale Face-to-Face<br />Outdoor<br />Delivery Fulfillment<br />Newsprint<br />Placement/ Product Sampling<br />Event/ Sponsorships<br />Branded Mobile Phone Sites<br />Banner Ads<br />Full-page Banners<br />Screens on Exercise Bikes<br />Bar Code Scanner<br />Branded CDs<br />Branded Web Content<br />Branded Games<br />PDAs<br />PVRs<br />Telematics<br />Mobile Mkt.<br />Image Content Scanner<br />In the World of Changes and Choices…<br />…it’s increasingly difficult to reach, to engage and to impact.<br />
  28. 28. 14<br />Most Marketers Have Not Embraced Channel Planning Tools<br />“In response to a question about how budgets are allocated across different media, 80 percent of the respondents say that their companies either use qualitative measures—that is, subjective judgments—or simply repeat what they did last year.”<br />McKinsey, 2008 Survey of Advertising <br />
  29. 29. Channel Planning Allocation<br />with Right Tools Is Important<br />
  30. 30. A resource optimization <br />solution that allocates budget <br />across multiple contact points <br />based on their effectiveness to <br />deliver Brand’s objectives and <br />their efficiency to reach the <br />target audience. <br />16<br />Fusion Channel Planning<br />
  31. 31. Fusion: How It Works<br /><ul><li>Expert panel:
  32. 32. Identify up to 35 channels to be studied
  33. 33. Determine up to 5 marketing objectives for </li></ul> the brand<br /><ul><li>Choose up to 3 brands in the category to study
  34. 34. Design online screener and survey for target audience
  35. 35. Provide brand’s spend data by channel to compute channel efficiency</li></ul>17<br />
  36. 36. Proven in 110+ Projects, across Brandsin 14 Countries<br /><ul><li>US
  37. 37. Canada
  38. 38. Mexico
  39. 39. UK
  40. 40. Germany
  41. 41. Poland
  42. 42. Japan
  43. 43. Korea
  44. 44. China
  45. 45. Australia
  46. 46. Philippines
  47. 47. Singapore
  48. 48. Taiwan
  49. 49. Malaysia</li></ul>18<br />
  50. 50. Case Study: Coca-Cola<br /><ul><li> Allocate media budget against 3 communications objectives
  51. 51. Brand love
  52. 52. Consideration/Interest
  53. 53. Activation/Purchase</li></ul>19<br />
  54. 54. Twenty-Nine ATL/BYL Channels Selected in the Study<br />ADVERTISING <br />DIRECT<br />Company websites<br />RETAIL<br />20<br />WOM<br />PR<br />EXPERIENTIAL<br />
  55. 55. Channel Effectiveness: <br />Channel’s Ability to Build the Objectives<br />21<br />
  56. 56. TV Ad Saturates Slowest Followed by Ads in Transportation<br />22<br />
  57. 57. Coke Red’s Optimized Budget<br />23<br />
  58. 58. Fusion-Insight Recommends a Diversified Budget Allocation to Improve Results<br />23<br />+70%<br />
  59. 59. Case Study III: U.S. Army’s 2008 Budget Planning<br />Challenges faced by the team:<br /><ul><li>How to allocate budget differently for influencers and prospects?
  60. 60. How much should we spend in Events/ sponsorship and PR? </li></ul>Results from Fusion:<br /><ul><li>By allocating budget differently, the result has increased by 14.8%
  61. 61. Optimal event and PR budgets are found. </li></ul>25<br />Efficiency Gain<br />Efficiency Gain<br />Pre<br />Post<br />+14.8%<br />
  62. 62. Rapid Cycle Deployment Delivers Results in 4-6 Weeks<br />5<br />4<br />3<br />2<br />Construct optimized budget model<br />1<br />Gain channel insights<br />26<br />Collect data from consumer survey<br />Select channels to include in analysis<br />Determine/ prioritize objectives<br />
  63. 63. Area 2Dashboard & Insights<br />27<br />
  64. 64. <ul><li>Dr. Cliff Arnall of Cardiff University in U.K. has developed an equation to predict the most depressing day of the year. Factors:
  65. 65. Weather
  66. 66. Unfulfilled New Year's resolutions
  67. 67. Debt
  68. 68. Days since Christmas
  69. 69. Arnall has declared January 22nd as the most depressing day of the year (appropriately coined as Blue Monday).</li></ul>28<br />New Power of Data<br />
  70. 70. <ul><li>Depression peaks during the holidays (Thanksgiving to Christmas) and in the spring
  71. 71. Year-over-year it appears that depression searches are decreasing
  72. 72. We seem to be least depressed sometime in August! (no surprise)</li></ul>29<br />New Power of Data…Data Is the New Sexy<br />
  73. 73. 30<br />…And Marketers Need Help to Link Data <br />and Metrics!<br />How changing attitudes from mar comm leads to sales<br />1<br />What We Need To Impact<br />Perception Shift<br />Behavior Change<br />Revenue/ Profit<br />Have to connect metrics to goals!<br />2<br />What Typical IndustryMeasures<br />Brand health<br />CPA<br />Copy testing<br />Open Rates<br />Impressions<br />Ad Awareness<br />Ad Recall<br />New Customers<br />Response Rates<br />Leads<br />Favorability<br />Customer Satisfaction<br />Share of voice<br />Reach/ Frequency<br />Conversion rate<br />
  74. 74. 31<br />The Dashboard Addresses These Challenges<br />Analysis<br />Data<br />Cleansing<br />Business<br />Insight<br />DATA<br />STRATEGY<br />
  75. 75. Case Study Client Challenges<br /><ul><li>Inconsistent measurement across multi-channel, $50 MM </li></ul> global spend<br /><ul><li>Lack of alignment on metrics and tracking protocols across geographies
  76. 76. No real process and tool to institutionalize learning’s</li></ul>32<br />
  77. 77. Perceptual &<br />Behavioral<br />Financial<br />Investment<br />Financial<br />Investment<br />Perceptual &<br />Behavioral<br />We Customized a Measurement Framework<br />33<br />Web <br />Site<br />Brand<br />Tracking<br />Social<br />Media<br />Paid <br />Search<br />Online<br />Display<br />Offline<br />Media<br />Competitive<br />Media<br />
  78. 78. …And Established Drill-Down Dimensions for Each Dashboard<br />Sales<br />Volume<br />Revenue<br />Gross Margin<br />34<br />Site<br />Landing Page<br />Traffic Source<br />Topic<br />Competitor<br />Brand<br />Tracking<br />Awareness<br />Preference<br />Comms Awareness<br />Brand Linkage<br />Web<br />Site<br />Visits<br />Page Views<br />Time on Site<br />Top Content<br />Social<br />Media<br />Buzz Volume<br />Sentiment<br />Verbatims<br />Channel<br />Channel<br />Competitor<br />Paid <br />Search<br />Spend<br />Impressions<br />Clicks<br />Click-thru Rate<br />Cost per Click<br />Online<br />Display<br />Spend<br />Impressions<br />Clicks<br />Click-thru Rate<br />Cost per Click<br />Offline<br />Media<br />Spend<br />GRPs<br />Compet.<br />Media<br />Spend<br />SOV<br />Property Placement<br />Creative Size<br />Engine Ad Group<br />Key Word Position<br />Channel Creative*<br />Competitor Segment**<br />
  79. 79. Dashboard Demo<br />
  80. 80. Timeline to Launch 2–3 Months<br />5<br />4<br />3<br />2<br />Evolution<br />1<br />36<br />Deployment<br />System Development<br />System Design<br />Data Discovery<br />
  81. 81. Channel Planning and Optimization<br />Marketing Mix Models<br />Fusion<br />Strategic Allocations<br /><ul><li>Where to invest across ATL/BTL tactics, even among emerging, never before used media?
  82. 82. Budget Allocation based on consumer consumption of media and provides insights into use of channel</li></ul> Optimization<br /><ul><li>Based on actual in market performance data</li></ul>VISIT THE DEMOS IN THE LAB<br />26<br />
  83. 83. Key Takeaways<br /><ul><li> Channel optimization
  84. 84. Use quant research based optimization tools
  85. 85. Dashboard and insights
  86. 86. Data Infrastructure
  87. 87. Insights generating growth</li></ul>38<br />
  88. 88. Drive Analytics or…<br />39<br />
  89. 89. Social Media<br />40<br />
  90. 90. When it comesto social media…<br />… schizophrenic<br />the typical marketer today is…<br />41<br />
  91. 91. AdMedia Partners 2008:69% of US senior media execsthink social media is “over-hyped”<br />42<br />ANA survey Oct 19, 2008:Marketers ranked social networking as the #1 tactic for <br />growth opportunity (TV was #3)<br />42<br />
  92. 92. “1.2 billion<br />dollars”<br />By 2012, spending will reach $1.5 billion; still &lt; 5% (eMarketer)<br />
  93. 93. Consumers are not clicking ads<br />
  94. 94. Social Users Are Less Advertising-Inclined<br />than Are Standard Internet Users<br />45<br />Source: IDC, 2008<br />
  95. 95. Lets see what our panel has to say on Social Media<br />
  96. 96. Thank You<br />47<br />
  97. 97. Digital Immersion LabPanel Discussion<br />Moderator<br />Vipin Mayar, EVP, Global Director of Data, Analytics and Marketing Accountability<br />Panelists<br />Neil Strother, Analyst<br />Ben Straley, Co-Founder & CEO<br />Volkan Tekeli, Director of Business Intelligence<br />
  98. 98. Digital Immersion LabClosing Remarks<br />Holly Brown<br />SVP, Managing Director<br />MRM Seattle<br />
  99. 99.
  100. 100. Digital Immersion LabUpcoming Event<br />February 11, 2010<br />2010 Trend Report<br />Register at<br />Visit our websites: | <br /> MRM Seattle | MRMSeattle<br />
  101. 101. Digital Immersion LabContact Us<br />MRM <br />Holly Brown |<br />Vipin Mayar |<br />Panelists<br />Ben Straley, Meteor Solutions |<br />Volkan Tekeli, Microsoft |<br />Neil Strother, Forrester |<br />Visit our websites: | <br /> MRM Seattle | MRMSeattle<br />
  102. 102. Digital Immersion LabOpen Lab<br />Gain hands-on experience with some of the latest analytics engines. Check out interactive demos and speak with panelists one-on-one.<br />