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Future Ready Advertising Management - Joris Merks-Benjamins - Google - Online Tuesday

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Online Tuesday #49 - 10 februari 2015

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Future Ready Advertising Management - Joris Merks-Benjamins - Google - Online Tuesday

  1. 1. INTERNAL: Google Confidential and Proprietary Future Ready Advertising Measurement Joris Merks-Benjaminsen Head of Digital Transformation
  2. 2. INTERNAL: Google Confidential and Proprietary The Dutch are amongst the most savvy of the world
  3. 3. INTERNAL: Google Confidential and Proprietary Yet a lot of our advertising is still somewhat primitive
  4. 4. INTERNAL: Google Confidential and Proprietary Betalen Sparen Hypotheek Pensioen Verzekering Most branding strategies Betalen Sparen Hypotheek Pensioen Verzekering Consumers don’t live in a flighted world
  5. 5. INTERNAL: Google Confidential and Proprietary Haarstijlen Rimpels Make-up Most branding strategies New Shampoo New Creme New Mascara New Hair Dying New Lipstick Consumers seek information & inspiration
  6. 6. INTERNAL: Google Confidential and Proprietary Claiming Consumer Moments Financieel advies, huis kopen, voeding, old timer kopen, fashion tips, inspiratie vakantie... You? How to save money?Make-up tips?
  7. 7. INTERNAL: Google Confidential and Proprietary 3 Measurement Strategies that will Fail to Work in Next Decade
  8. 8. INTERNAL: Google Confidential and Proprietary 1. Brand Trackers NOT Suitable for Always-On
  9. 9. 2. Marketingmix modeling not suitable for always-on Newspapers TV Direct Mail (DM) Paid Search 2012 2013 2014 Base Sales Magazines Affiliates
  10. 10. INTERNAL: Google Confidential and Proprietary 3. TV Modeling NOT suitable for Always-on
  11. 11. INTERNAL: Google Confidential and Proprietary And one that will partly fail...
  12. 12. INTERNAL: Google Confidential and Proprietary 4. Last-click method does not work for branding
  13. 13. INTERNAL: Google Confidential and Proprietary The Attribution Challenge
  14. 14. INTERNAL: Google Confidential and Proprietary Two challenges for building consumer journey data Time & Space
  15. 15. INTERNAL: Google Confidential and Proprietary The ‘Time Challenge’: Long Consumer Journeys
  16. 16. INTERNAL: Google Confidential and Proprietary The ‘Space Challenge’: Cross Screen/Channel
  17. 17. Fixing the Space Problem: sample & extrapolate
  18. 18. Fixing the Space Problem: sample & extrapolate
  19. 19. INTERNAL: Google Confidential and Proprietary Awareness KPI’s Voluntary view level 1 Content Engagement level 1 Consideration KPI’s Voluntary view level 2 Content Engagement level 2 Preference KPI’s Voluntary view level 3 Content Engagement level 3 Subscriptions/likes/+1 Sales KPI’s Wishlist/basket/quote Sale Loyalty KPI’s Sharing/liking/return visitors Newsletter subscription Reviewing/Commenting Fixing the Time Problem: cut & stitch real-time estimators
  20. 20. INTERNAL: Google Confidential and Proprietary Five Pragmatic Steps to Solve the Attribution Challenge 1. Get rid of last-click CPA, GRP and Reach/impressions as Ultimate KPI’s 2. Start with your brand and consumer (journey) research - Who do you want to be as a brand? What does your brand have to say? - Who do you want to speak to? When? What do they allow your brand to be? 3. Create always-on content eco system bringing brand & performance together - Claim relevant themes and consumer moments across the full journey 4. Define KPI’s that quantify engagement with content across the full journey - Attribute a value to each KPI based on common sense (correct for space & time) - Use these KPI’s to evaluate and optimize campaigns and content - Track KPI engagements as part of your holistic consumer journey database 5. Periodically check value of KPI’s with data driven attribution modeling - Adjust values for each KPI and refine your KPI-set
  21. 21. INTERNAL: Google Confidential and Proprietary The blueprint for ‘digital thinkers’: How to drive digital change in companies. “Think and Grow Digital” is presented as a guide for “millennials”. But the book is filled with maxims, slogans, charts, and other catchy ways of imparting lessons that even a non-millennial can apply. Nicholas Lemann - The New Yorker Magazine
  22. 22. Integratie van online & offline marketing: Marketingliteratuur van het jaar “Een boek dat elke marketeer zou moeten lezen. Het brengt de oude en nieuwe werelden bij elkaar.” Juryrapport - PIM

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