Rex Briggs discusses themes of his new book, Sirfs-Up, Catching the Next Wave in Marketing, and lead an open town hall discussion touching on social media, digital measurement, ROI and the future of the industry based upon the attendees' choice. Speaker: Rex Briggs, CEO, Marketing Evolution @rexbriggs

1. Marketing Evolution
Digital's cross media play: the secret to
shifting more share
Digiday: June 26, 2012
rex@marketingevolution.com
rexbriggs
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1 Marketing Evolution
MarketingEvolution.com | CONFIDENTIAL

2. Marketing Evolution: What We Do For Marketers
Forecast
Plan
1. Forecast sales based on different levels of marketing
spend, while determining the impact of external shocks, like
a spike in gas prices, on sales.
2. Determine the optimal level of total marketing spend to
maximize profits and optimal media mix.
Measure/Monitor
3. Ensure best practices to ensure optimal performance from
each media.
4. Measure campaign performance to determine when a
campaign is under-performing, and what to do to fill the gap
so goals can still be achieved.
35 Marketing Evolution

3. The Most Broadly Validated Solution for ROI Management
Validated by industry groups, leading academics, and marketing research associations.
Leading Independent Marketing & Research Associations
– The ARF (Advertising Research Foundation) in coordination with
-ANA (Association of National Advertisers)
-AAAA (American Association of Advertising Agencies)
Leading Independent Academics (Partial List)
– Steven Levitt, University of Chicago, Author, Freakonomics
– Kirthi Kalayanam, digital and retail leader, University of Santa Clara
Media Companies & Trade Associations
– IAB (Interactive Advertising Bureau)
– Magazine (MPA, Time Inc, Conde Nast, Meredith, etc.)
– TV (Turner, Martha Stewart, MTV Networks, etc.)
Best Practice Reviews
– Corporate Executive Board, (B2C & B2B - US, Europe)
– Forrester
– ESOMAR “Best Practices” Wiley & Sons
– Journal of Advertising Research
Serve CMOs: Plan budget, apply
best practices, measure ROI.
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4. Three Approaches To
Budget Planning
• ABBS
• CPM
• SIRFs

5. What Can You Do With A SIRF?
Unit Sales Due to
Advertising
$1.0
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1 rex@marketingevolution.com Marketing Evolution

6. Three Approaches
1 2
CPM & R/F 3 SIRFs
based planning
ABBS
Sales
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7. What are SIRFs?
Theory of the ROI:
People use the media, and see ads.
These ads influence their perception and
behavior.
•Each subsequent exposure has some
diminishing return
Lots of devices, and formats, which each
have different impact curves, and pricing.
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8. Key Components of ROI Software
Calculating marketing ROI for various channels uses impact (lift by frequency of exposure),
media reach/frequency, and CPM
+ Budget Allocation
+ Media Costs
• CPM by lever
• CPC by lever
=
Impact Per Dollar Spent
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9. DIGITAL's share of the mix
Sales
$15,000,000
Total Budget
Digital Advertising
Video
10% Games
Other Media
21% 9%
10%/ Social
15%
28%
Apps
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10. So, how do you get
more of the mix?

11. Three Approaches
1 2 3 SIRFs
ABBS
Sales
CPM & R/F based planning
“How do I know it works?
.
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12. The Secret To Get
More Of The Mix
• Be in the system
• Innovate and push
best practices
• Remove friction to
get more budget
Case example: Net Shelter

13. Digital's cross media play: the
secret to shifting more share...
• Discussion