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MISTAKE #1WE ANALYZE BUT DON’T ACT
Listening is easy
+30% lift in ROAS
MISTAKE #2WE DON’T LEARN FROM HISTORY
+15% conversion   43:1 ROI
MISTAKE #3WE DON’T USE THE DATA WE SHOULD BE USING
new Data
MISTAKE #4WE SPEND TOO MUCH TIME IN THE BASEMENT, NOT      ENOUGH TIME IN THE BOARDROOM
BOARDROOM                                          1                                      0                               ...
15 ways of setting the marketing budget                             1.   Intuitive / rule of thumb – “enough to do the job...
MISTAKE #5WE THINK LIFE IS LINEAR
EVERYONE HAS GOT A PLAN,UNTIL THEY GET PUNCHED IN THE FACE                          - MIKE TYSON
AGILITYOODA LOOP
SENSEINTERACT            ORIENT           CREATE
Ogilvy at DES: Five Data Tricks Brands Mess Up
Ogilvy at DES: Five Data Tricks Brands Mess Up
Ogilvy at DES: Five Data Tricks Brands Mess Up
Ogilvy at DES: Five Data Tricks Brands Mess Up
Ogilvy at DES: Five Data Tricks Brands Mess Up
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Ogilvy at DES: Five Data Tricks Brands Mess Up

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According to OgilvyOne's Dimitri Maex, brands can -- and should -- use the data they already have to drive real revenue, but they often don't know where to start. In this session, he'll explain the five data tricks that brands mess up -- and lay out the actions they should take to remedy the situation.

Speaker: Dimitri Maex, managing director, OgilvyOne New York @dimitrimaex

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Ogilvy at DES: Five Data Tricks Brands Mess Up

  1. 1. MISTAKE #1WE ANALYZE BUT DON’T ACT
  2. 2. Listening is easy
  3. 3. +30% lift in ROAS
  4. 4. MISTAKE #2WE DON’T LEARN FROM HISTORY
  5. 5. +15% conversion 43:1 ROI
  6. 6. MISTAKE #3WE DON’T USE THE DATA WE SHOULD BE USING
  7. 7. new Data
  8. 8. MISTAKE #4WE SPEND TOO MUCH TIME IN THE BASEMENT, NOT ENOUGH TIME IN THE BOARDROOM
  9. 9. BOARDROOM 1 0 01 1 011 01 0101010 010 01 1 1BASEMENT 0 1 1
  10. 10. 15 ways of setting the marketing budget 1. Intuitive / rule of thumb – “enough to do the job” based on experience 2. Maintaining previous spend, sometimes inflation adjusted 3. Percent of previous sales – backward looking, compounds failure (or rewards success) 4. “Affordable” – what’s left after cost and profit requirements are met 5. Residue of last years profits – focuses on source of funds, not their use 6. Percent of gross margin – begs question of cost efficiency 7. Percent of forecast sales – most common method usedHarry Henry,Cranfield Broadsheet, 1979 8. Fixed cost per unit of sales – like % of turnover 9. Cost per customer/capita – mostly business to business 10. Match competitors – assumes they are right 11. Match share of voice to brand share – like the above 12. Marginal return – direct response approach 13. Task approach : define objectives and cost out how to reach them – best in theory but may require modeling 14. Modeling – the most sophisticated approach: not easy 15. Media weight tests – looks empirical but usually difficult to evaluate or replicate.
  11. 11. MISTAKE #5WE THINK LIFE IS LINEAR
  12. 12. EVERYONE HAS GOT A PLAN,UNTIL THEY GET PUNCHED IN THE FACE - MIKE TYSON
  13. 13. AGILITYOODA LOOP
  14. 14. SENSEINTERACT ORIENT CREATE

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