Opening Keynote: "Data is the Science that Illuminates the Art of Marketing"

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Opening Keynote: "Data is the Science that Illuminates the Art of Marketing"

  1. 1. @fettersac Aaron Fetters Director Insights & Analytics Solutions Center Opening Keynote “Data is the Science that Illuminates the Art of Marketing” Kellogg Company
  2. 2. How Often Have You Seen This Lately? From Mad Men To Math Men Photo: AMC Photo: Bettmann/CORBIS
  3. 3. We Should Be Looking to This Guy The Original Mad Math Man
  4. 4. Art? Or Science?
  5. 5. Art? Or Science?
  6. 6. Why Force Marketing Into One or the Other? ART SCIENCE MARKETING
  7. 7. Today’s Reality: “Da Vinci Marketing” Data is now illuminating: STRATEGY CONTENT EXECUTION
  8. 8. Data and the Marketing Strategy
  9. 9. Data and: The Marketing Strategy BRAND BUILDING MORE CUSTOMERS BUYING MORE (MORE ITEMS; MORE OFTEN) WHO WHAT HOW SALES BUILDING
  10. 10. Data and: The Marketing Strategy Two Stories
  11. 11. Data and: The Marketing Strategy Two Stories
  12. 12. Data and: The Marketing Strategy Data – a sharper tool, but so much easier to hurt yourself
  13. 13. Poor Good Very Good Excellent How Well Targeted Effectiveness Data and: The Marketing Strategy
  14. 14. Data and the Marketing Content
  15. 15. Data and: The Marketing Content Entering the “House of Cards” Era
  16. 16. Data and: The Marketing Content
  17. 17. Data and: The Marketing Content Data informs and illuminates our creative “Any Second Ad Principles”
  18. 18. “Our cereal tastes great!” Old way Data and: The Marketing Content
  19. 19. “Our cereal tastes great!” Old way Today 16MM Purchases Diet Foods “Join our Challenge” Data and: The Marketing Content
  20. 20. “Our cereal tastes great!” Old way Today 16MM Purchases Diet Foods 17MM Special K Cereal Consumers “Join our Challenge” “Try our new products” Data and: The Marketing Content
  21. 21. “Our cereal tastes great!” Old way Today 16MM Breakfast Bar Consumers 16MM Purchases Diet Foods 17MM Special K Cereal Consumers “Join our Challenge” “A convenient solution” “Try our new products” Data and: The Marketing Content
  22. 22. Superbowl XLVIII +
  23. 23. LBGT 13M Women Surfing 6.2M Native American 5M Middle East Descent 14.4M Mexican USH 9.8M Newlyweds 7.6M New Parents 18.5M Parents Nat. Parks 1.7M Asian Americans 4.6M
  24. 24. Middle East Descent 14.4M LBGT 13M Mexican USH 9.8M
  25. 25. Data and the Marketing Execution
  26. 26. Data and: The Marketing Execution WHO to communicate with WHERE to best reach the consumer WHAT to tell the consumer WHEN to talk to them VS Beyond just Programmatic, a data-driven ecosystem will decide in real-time:
  27. 27. Data and: The Marketing Execution Data Management and Decisioning DMPs
  28. 28. Data and: The Marketing Execution Data Management and Decisioning DMPs 1st Party Data 3rd Party Data
  29. 29. Data and: The Marketing Execution Data Management and Decisioning Programmatic Messaging/ Placement DSPs Content Management Addressable TV Etc.
  30. 30. Data and: The Marketing Execution Performance Reporting and Optimization Data Management and Decisioning Programmatic Placement/ Messaging Analytic Platforms
  31. 31. Data and: The Marketing Execution Performance Reporting and Optimization Effectiveness Evaluation Data Management and Decisioning Programmatic Placement/ Messaging Attribution Models Lift Analyses
  32. 32. Data and: The Marketing Execution Performance Reporting and Optimization Effectiveness Evaluation Data Management and Decisioning Programmatic Placement/ Messaging Attribution Models Lift Analyses Analytic Platforms DSPs Content Management Addressable TV Etc. DMPs
  33. 33. At Kellogg, Programmatic placement and performance optimization have proven you CAN do something about viewability results Data and: The Marketing Execution
  34. 34. Effectiveness Evaluation tells us this improved execution is worth significant value 100% 118% 141% 168% At least 50% At least 55% At least 65% At least 70% Effect of Viewability on Campaign Sales Effectiveness Eff. Index Data and: The Marketing Execution
  35. 35. Art? Or Science? STRATEGY CONTENT EXECUTION
  36. 36. Thank You The Future of Data Driven Creativity

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