How Brands Are Making Better Digital Marketing Decisions - Neil Pursey, Measure Byte
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• How should marketers break down data silos • Marketing measurement's role in growing brands
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How Brands Are Making Better Digital Marketing Decisions - Neil Pursey, Measure Byte
- 1. KEYNOTE Neil Pursey CEO MEASURE BYTE How brands are making better digital marketing decisions - with data CAPE TOWN, SOUTH AFRICA ~ OCTOBER 25 - 26, 2023 DIGIMARCONAFRICA.COM | #DigiMarConAfrica
- 2. How companies are making better marketing decisions - with data. DiGiMARCc+>N DIGITAL MARKETING CONFERENCES
- 4. You're not listening to your customers if you're not measuring omnichannel Agencies and everyone else are marking their own home work Metrics without habits are useless Dashboards (that I see) aren't helping anyone make good decisions If your reports are in powerpoint and excel, you are failing...
- 5. Linked(m My perspective... Neil Pursey CEO @ Measurebyte I Independent Omnichannel Marketing Reporting Western Cape, South Africa 7K followers • 500+ connections See your mutual connections Measurebyte. Use cases ... Approach Partners case studies Contact Sales Announcing our Co-Pilot Data Coaching > Measurebyte has ,abetter way to bu1 ild marketing reports Simplify,centraliseand automate your most important marketing, CU'Stomer and sales data for better decision-making. Request a demo Gurapproa Local enterprise (•) Sanlam International enterprise Local SME �s kick-ass ice cream Consultancy Deloitte. Internal Agency ABlnBev draftUne·
- 6. DiGiMJARCG>N DIGITAL MARKETING CONFERENCES Measure byte. Hit and miss decisions No Framework Good decisions Measurement Framework
- 8. Linked(m DiGiMJARCG>N DIGITAL MARKETING CONFERENCES Problem Statement #1 Data Source Consistency "ln,con1sistencies can undermin,e the tr1ust in data. If :stakeholders can't trust the data, all subsequent reports and insights are deemed unrelliable.. "' tvteasur,ebyte
- 9. Linked(m DiGiMJARCG>N DIGITAL MARKETING CONFERENCES Problem Statement #2 Ho,listic View "With the rise of omnichannel marketing, having a unified view of the customer journey ,across channel:s is cruci,al." tv1,easur,ebyte
- 10. Linked(m DiGiMJARCG>N DIGITAL MARKETING CONFERENCES Problem Statement #3 Data Visualisation "Poorly visualised data can obscure insights and hinder decision-making. Good visualisation helps in easy assimila t on 1 of informa t io n .•· • tvteasur,ebyte
- 11. DiGiMJARCG>N DIGITAL MARKETING CONFERENCES Measure byte. If you think about it... You can't truly understand your customers unless you understand omnichannel.
- 12. DiGiMJARCG>N DIGITAL MARKETING CONFERENCES Measure byte. If you think about it... You can't truly understand your customers unless you understand omnichannel. Currently, you know your customers at the point of purchase but don't know the decisions they've taken to get there.
- 13. DiGiMJARCG>N DIGITAL MARKETING CONFERENCES Measure byte. Agencies Data Brand Digital Marketing Finance Products Countries Customer
- 14. DiGiMJARCG>N DIGITAL MARKETING CONFERENCES Measure byte. Agencies M D CDO CMO CDO CMO CFO CRO HOD cxo W or k Insights Salience Effectiveness Performance Returns Sales Sales Satisfactio n Data Brand Digital Marketing Finance Products Countries Customer
- 15. DiGiMJARCG>N DIGITAL MARKETING CONFERENCES Marketing Sales I Agencies Data Brand Digital Marketing Countries Products Customer I I I I I I I I I I I I I Analytics I Ecommerce POS I Customer Paid Owned Earned Google I Meta I Amazon Twitter I TikTok YouTube I Google Search Programmatic I Facebook I lnstagram CLV I Measure byte. Loyalty Product
- 16. Each team is marking their own 'homework', from a limited data set and siloed KPls. DiGiMJARCG>N DIGITAL MARKETING CONFERENCES Marketing Agencies I Data I I I Brand Digital Marketing Countries Products Customer I I I Analytics I Ecommerce POS I Customer Paid Owned Earned - - ../-- Google I Meta I Amazon Twitter I TikTok - YouTube I Google Search Programmatic I Facebook I lnstagram CLV I Measure byte. Loyalty Product
- 17. Companies need to... Measure byte. DiGiMJARCG>N DIGITAL MARKETING CONFERENCES See omnichan nel Link marketing to sales Provide teams with objective reporting
- 18. Without this, marketers are pushed to the bottom of the funnel Measure byte. DiGiMJARCG>N DIGITAL MARKETING CONFERENCES Can't measure sales impact DISCONNECTED ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••............. Can't measure customer . Journeys Can measure sales . . . . ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ HubSP.i,t • BUSINESS ASK: NEED BETTER LEADS NEED TO DRIVE SALES INCREASEBUDGET HERE = LESS RETURNS HubSpJ)t •
- 19. The solution to this is to provide teams with new capabilities to... Measure Campaign Excellence at each stage. Measure byte. • Audience Intent Creative Excellence ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• DiGiMJARCG>N DIGITAL MARKETING CONFERENCES Audience Intent Creative Excellence High engaging creative High converting creative
- 20. en C Measure byte. 0 ·- en en c u a I.. . ·E - .c u I.. ta c u en "'C C ta I.. m DiGiMJARCG>N DIGITAL MARKETING CONFERENCES ..•' .. ... ..• •' .. .. ... .•· ..• •' ...... ... .........• •' • ........ • •, • • • • • • 0 50 100 150 200 250 Sales orders Source: Measurebyte client
- 21. Using this approach you're able to grow mental and physical availability - in a data-driven, agile way. DiGiMJARCG>N DIGITAL MARKETING CONFERENCES Measure CREATED demand Budget Audience Creative Mental Availability Measure CAPTURED demand Budget Audience Creative Credit: Byron Sharp Measure byte.
- 22. Audience Intent Stages Measure byte. DiGiMJARCG>N DIGITAL MARKETING CONFERENCES Unaware Audience SEE Mental Availability In-market Audience THINK <Ar.del'Sfar.d mefJricS t a t maffel' at eac.. stage.
- 23. Achieve ROI, Audience and Creative Excellence Measure byte. DiGiMJARCG>N DIGITAL MARKETING CONFERENCES Unaware Audience SEE Mental Availability In-market Audience Happy CFO THINK Budget Audience Creative
- 24. Input (habits) vs Output (omnichannel) Measure byte. DiGiMJARCG>N DIGITAL MARKETING CONFERENCES Metrics vvithout habits are useless
- 25. STRATEGI C TACTICAL Align metrics that matter to your people Measure byte. DiGiMJARCG>N DIGITAL MARKETING CONFERENCES CEO CFO / CMO / CRO Directors, HoDs, Key Accounts Digital, Creative, Media Agencies Marketing Specialists Real-time Weekly Monthly Quarterly Credit: Avinash Kaushik
- 26. Measurement Framework Investment Objectives ,-- - - - , I I 0 I , I ,-- - - - , J SEE I I I , I ,-- - - - , [ [ J I , , I ,,I ,I Metrics that Matter ,-- - - - , I I ,I , I ,-- - - - , I I , I ,-----, I I , I , I .,,I ,-- - - - , I I , I ,-- - - - , I I , I , I , I Principles Audiences ,-- - - - , 0 I I ,-- - - - , I I [ [ J ,-- - - - , I I , I , I , I , I ,I , I J Channels [ J [ J Measure byte. Creative 0 0
- 27. Leadership is interested in... Measure byte. Investment Objectives Metrics that Matter Principles Audiences Channels Creative SEE
- 28. Campaign specialists and analysts... Measure byte. Investment Objectives Metrics that Matter Principles Audiences Channels Creative ,-- - - - , I I , I , I SEE ,-- - - - , I I , I , I ,-- - - - ,I I ,,I ,I ,-- - - - , I I ,-- - - - , I I , I , I , I , I ,-- - - - , I I ,I , I ,-- - - - , I I ,I , I ,-- - - - , I I ,-----, I I , I , I , I .,,I ,-- - - - , I I ,-- - - - , I I , I , I , I , I
- 29. Media operations... Measure byte. Investment Objectives Metrics that Matter Principles Audiences Channels Creative SEE
- 30. Media and creative strategists... Investment Objectives Metrics that Matter SEE Principles Audiences Channels J [ [ J Measure byte. [ [ J J Creative 0 0 [ [ J J 0 0
- 31. What it takes to breakdown silos across people and data Weekly Cadence Applaud decisions Dashboards DecisionBoards Data centralisation Measure byte. e Insights & Benchmarking 0 Data Visualisation e 0 Data collection People & processes SME Expertise - - - -- - - - - - - - - - - - - - - - - - - - - - - - · Campaign Taxonomy - - - - - - - - - - - - - - - - - - - - - - - - · MeasureBrand® Framework DiGiMJARCG>N DIGITAL MARKETING CONFERENCES
- 32. Lets listen to our customers Lets provide teams with reports that they can use Lets build the right data habits Lets not mention dashboards anymore Can we ditch excel for good?
- 33. DiGiMJARCG>N DIGITAL MARKETING CONFERENCES Lets kick bad reporting in the peanuts... Bad reporting Marketers n • Measure byte.