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Visual IQ Sponsor Breakfast Presentation - OMMA Programmatic NY

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Visual IQ Sponsor Breakfast Presentation - OMMA Programmatic NY

  1. 1. © 2015 VISUAL IQ, INC. ALL RIGHTS RESERVED. CONFIDENTIAL & PROPRIETARY Advanced Attribution for Brand Marketers OMMA Attribution Keynote September 29, 2015
  2. 2. © 2015 VISUAL IQ, INC. ALL RIGHTS RESERVED. CONFIDENTIAL & PROPRIETARY Branding vs. Direct Response Marketing 2 A fight for the last marketing dollar BRANDING DIRECT RESPONSEBranding Ad Spend +5% YOY
  3. 3. © 2015 VISUAL IQ, INC. ALL RIGHTS RESERVED. CONFIDENTIAL & PROPRIETARY 3 Key Brand Marketing Measurement Challenges 3 According to 500+ brand marketers surveyed 80% Measuring the impact of branding is more challenging than DR 76% 69% Challenging to isolate & quantify the impact of individual digital channels Challenging to isolate & quantify the impact of TV advertising 1 2 3
  4. 4. © 2015 VISUAL IQ, INC. ALL RIGHTS RESERVED. CONFIDENTIAL & PROPRIETARY Creating a Single Currency with Advanced Attribution 4 Unlocking brand marketing’s full potential MEASUREMENT Sophisticated science to calculate the true impact of each touchpoint – across channels, campaigns and tactics ACTIVATION Automate media buying and optimization based on attributed metrics PLANNING Scenario planning to assess changes to strategies, budget allocation, media tactics or channel mix to predict performance
  5. 5. © 2015 VISUAL IQ, INC. ALL RIGHTS RESERVED. CONFIDENTIAL & PROPRIETARY Dell Marketing Objectives 5 Moving consumers down the marketing funnel CONVERSION Online Sale DIRECT RESPONSE FUNNEL PURCHASE INTENT Online Chat Coupon Download
  6. 6. © 2015 VISUAL IQ, INC. ALL RIGHTS RESERVED. CONFIDENTIAL & PROPRIETARY Dell Marketing Objectives 6 Moving consumers down the marketing funnel AWARENESS CONSIDERATION Rich Media Interaction First-Time Visit Video Completion Product Gallery Rewards Registration Product Comparison BRANDING FUNNEL
  7. 7. © 2015 VISUAL IQ, INC. ALL RIGHTS RESERVED. CONFIDENTIAL & PROPRIETARY Dell Marketing Objectives 7 Moving consumers down the marketing funnel CONSIDERATION AWARENESS Rich Media Interaction First-Time Visit Video Completion Product Gallery Rewards Registration Product Comparison CONVERSION Online Purchase Upper-funnel brand engagement KPIs Mid-funnel brand engagement KPIs Lower-funnel conversion KPIs
  8. 8. © 2015 VISUAL IQ, INC. ALL RIGHTS RESERVED. CONFIDENTIAL & PROPRIETARY Full Funnel Advanced Attribution 8 Understanding full funnel impact on business outcomes CONSIDERATION AWARENESS CONVERT Online Purchase STIMULATION 30% 25% 25%20% 10% 15% 30% 35%20% Rich Media Interaction First-Time Visit Video Completion Product Gallery Rewards Registration Chat Product Comparison
  9. 9. © 2015 VISUAL IQ, INC. ALL RIGHTS RESERVED. CONFIDENTIAL & PROPRIETARY 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 4-Sep 5-Sep 6-Sep 7-Sep 8-Sep 9-Sep 10-Sep 11-Sep 12-Sep 13-Sep 14-Sep 15-Sep 16-Sep 17-Sep Display Paid Search Online Video Paid Social TV 9 Measure TV & Digital Channels’ Branding Impact Using a single currency across branding channels BrandEngagement How does each of my channels, including TV, impact digital engagement with my brand?
  10. 10. © 2015 VISUAL IQ, INC. ALL RIGHTS RESERVED. CONFIDENTIAL & PROPRIETARY Equal Seats at the Marketing Table 10 Branding & Direct Response • Both using the same dataset and attribution methodology • Both looking at their budget’s within full funnel context • Both optimizing towards a common business goal

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