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Teachable Moments: Failing Fast, Learning Faster to Drive ROI

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Every marketing success probably was preceded by a line of valuable failures, but we rarely share that full path to the big win. But failing fast, learning faster is itself a necessary marketing skill. What are the tools and tactics you for those teachable moments to maximize your return on investment on digital channels?

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Teachable Moments: Failing Fast, Learning Faster to Drive ROI

  1. 1. Teachable Moments: Failing Fast, Learning Faster to Drive ROIOnline Hedy Payghambari Director, Media
  2. 2. “The only source of knowledge is experience.” -AlbertEinstein
  3. 3. “The only source of knowledge is experience.” -AlbertEinstein These opinions are my own and not of my employer’s.
  4. 4. Portland 3 worlds Oregon fan First job…. Cars to ‘za
  5. 5. 40 years of take ‘n’ bake 5th biggest chain
  6. 6. NW roots 37 states 1324 locations
  7. 7. “The only source of knowledge is experience.” -AlbertEinstein Our fresh pizza.Your oven.
  8. 8. “The only source of knowledge is experience.” -AlbertEinstein Our fresh pizza.Your oven. Scratch made pizza experience at home without the mess.
  9. 9. “The only source of knowledge is experience.” -AlbertEinstein 7 ways to fail & learn fast to drive ROI
  10. 10. Lacking clear, aggressive, measurable goals #1 New Customers Online CPT Metrics YoY Growth Actual to Goal +153% -22% 72% -10%
  11. 11. Lacking clear, aggressive, measurable goals #1 Clear goals + weekly measurement = success Measurement= transparency, accountability & empowerment.
  12. 12. Not having a test & learn approach #2 Identify opportunities to test towards goals Measure, learn, repeat Celebrate! you
  13. 13. Not having a test & learn approach #2 10,000+ iterations Audience Ad Unit Spend Creative Offer Cadence Tools Price Points Campaign Structure Location
  14. 14. Not investing in & using first party data #3 Brands that can access and act on their first party data will win.
  15. 15. Not investing in & using first party data #3  Identify segments and speak to them differently:  Regular customers  Lapsed customers  New customers  More scalable than social retargeting, LAL, etc.  50% reduction in media costs
  16. 16. Measuring just the CPV/CPT #4 Analyze annual customer value to measure channel ROI MOCK NUMBERS Facebook Instagram CPT $4 $6 Frequency 4.9 6 Annual Value $73 $90
  17. 17. Not leveraging creative to its fullest  49% ad performance is influenced by creative  Costs fluctuated up to $15 #5
  18. 18. Not leveraging creative to its fullest  Not all creative parts are equal  People don’t want to see people  Ads are like selfies. Angles matter.  Not all ad units work #5
  19. 19. Not trusting the robots #6 Work smart. Not harder:  Campaign budget optimization  Dynamic content  DMA vs store targeting
  20. 20. Not knowing when to go in- house #7
  21. 21. “The only source of knowledge is experience.” -AlbertEinstein Thank you!

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