ADDRESSING EMERGING MARKET MEASUREMENT
CHALLENGES AND OPPORTUNITIES
Julian Garritz
Marta Klepka
Multilevel Analysis
To understand the challenges & opportunities in measuring online
campaigns on Emerging Markets we shou...
Channel level challenges
Lack of adserving
budget for impact &
click measurement
Low transparency
and difficulties in
hand...
Ahigh CTR does not always
mean good audiences,
effective copy, ….
More ROI-oriented campaigns
Better CRM, Retargeting and ...
Incongruences and
difficulties at the
post-click analysis
Conversion
attribution and
consumer journey
Audience retargeting...
Cross-channel post-click analysis
 Identifying strategic cross and multichannel audience clusters at web
analytics level ...
Unique User
identification
Funnel definition and
Convertion
attribution
Unique user
identification
Funnel definition and
c...
Identifying users across screens
Using technologies that
allow multiscreen targeting
(e.g. logged in audiences)
OPPORTUNIT...
Different screens and different experiences imply
different user intentions
OPPORTUNITIES
Funnel definition and conversion...
Campaigntracking,channelattributionand
tracinguseractivitiesareamongthe key
opportunities fordigitalindustry inEmerging
Ma...
• Tools and Technology capabilities
as the foundation
• Advertisers and their Agencies
should build strong partnerships
wi...
THANK YOU! QUESTIONS? CONTACT US
Julian Garritz, General Manager Garritz Online Media,
julian@garritz.com
Marta Klepka, Pu...
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Addressing Emerging Market Measurement Challenges and Opportunities - presentation from I-COM Summit, Seville 2014

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01-04- 03.04 - I-COM Global Conference, Seville, Spain
Subject: “Addressing Emerging Market Measurement Challenges & Opportunities” – Moderated discussion and presentation http://i-com.org/i-com-global-summit-seville/
Short description: Marta Klepka will discuss with Julian Garritz from Garritz Online Media, Mexico, one of the leading media agency working all across LATAM and US Hispanics, about the main chances awaiting digital media and their measurement on so called “Emerging Markets”. LATAM and CEE are regions, where more advanced economies are neighbouring with less digital literate markets, which results in exchange of plenty of cases and ideas on how to use the opportunities that the leaders in measuring digital communication.

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Addressing Emerging Market Measurement Challenges and Opportunities - presentation from I-COM Summit, Seville 2014

  1. 1. ADDRESSING EMERGING MARKET MEASUREMENT CHALLENGES AND OPPORTUNITIES Julian Garritz Marta Klepka
  2. 2. Multilevel Analysis To understand the challenges & opportunities in measuring online campaigns on Emerging Markets we should look at them in a multilevel array DIFERENT LEVELS  Channel  Cross Channel  Multiscreen  Cross Media channel Every Every screen Every touch point
  3. 3. Channel level challenges Lack of adserving budget for impact & click measurement Low transparency and difficulties in handling discrepances Validation of click quality in the post- click activity Global vs local tools
  4. 4. Ahigh CTR does not always mean good audiences, effective copy, …. More ROI-oriented campaigns Better CRM, Retargeting and social engagement Opportunities Better coordination between corporate areas Using View Through as KPI Associating impact to post-click activity
  5. 5. Incongruences and difficulties at the post-click analysis Conversion attribution and consumer journey Audience retargeting architecture Cross-channel level challenges
  6. 6. Cross-channel post-click analysis  Identifying strategic cross and multichannel audience clusters at web analytics level vs location, date and time, impact and click activity  Qualifying these audiences in terms of ROI Identifying strategic audience clusters focused on ROI Opportunities Measurement analysis & creativity Purchase = 0 SEO SEM Brand Purchase = 1 SEO SEM Brand Click Display
  7. 7. Unique User identification Funnel definition and Convertion attribution Unique user identification Funnel definition and conversion attribution Multiscreen Level Challenges
  8. 8. Identifying users across screens Using technologies that allow multiscreen targeting (e.g. logged in audiences) OPPORTUNITIES  Funnel Definition  Increase ROI  Better CRM Where is my audience?
  9. 9. Different screens and different experiences imply different user intentions OPPORTUNITIES Funnel definition and conversion attribution More ROI-oriented campaigns Better CRM, Retargeting and social engagement Quantify and qualify activities in specific screens Relate to consumer journey
  10. 10. Campaigntracking,channelattributionand tracinguseractivitiesareamongthe key opportunities fordigitalindustry inEmerging Markets AgenciesroleistoadvocatetheClient to investinD&Aandtest,test,test Multiscreen marketing and measurement technologies are currently in high demand Plenty of chances for creative entrepreneurs
  11. 11. • Tools and Technology capabilities as the foundation • Advertisers and their Agencies should build strong partnerships with external experts • Strong analytics and modelling capabilities are the key • Agency role is to make the tools work together Own data strategy to pilot media activation Modelling GLANCE Ac vate & Pilote Collect & Measure Organize & Visualize REPORTING TOOL
  12. 12. THANK YOU! QUESTIONS? CONTACT US Julian Garritz, General Manager Garritz Online Media, julian@garritz.com Marta Klepka, Publicis Groupe CEE Digital Director & VivaKi Regional Lead, marta.klepka@vivaki.com

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