Advertising Analytics 2.0

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PRPL's Search Strategist and data-mining extraordinaire, dropped some knowledge about the new age of interpreting analytics across multiple media and what that means for your business.

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Advertising Analytics 2.0

  1. 1. A D V E R T I S I N G A N A L Y T I C S 2 . 0 V I N N I E G U L I S A N O
  2. 2. T E L E V I S I O N T E L E V I S I O N R A D I O R A D I O P R I N T P R I N T V S O N L I N E O N L I N E
  3. 3. M E D I A M I X M O D E L I N G definition a model for knowing precisely how all of the moving parts of an advertising campaign collectively drive sales and what happens when you adjust certain variables. m e · d i · a / m i k s / m ä d l - i N G
  4. 4. S W I M L A N E S
  5. 5. 50 37.5 25 12.5 0 s o c i a l m e d i a p p c e m a i l t w i t t e r o r g a n i c s e a r c h t v a f f i l i at e s p r d i s p l ay A d s A s s i s t e d S w i m L a n e S W I M L A N E S
  6. 6. N I S S A N E X A M P L E
  7. 7. Q U E S T I O N S 01 02 How did this combination of advertising exposure interact to influence the customer? Is Nissan investing the right amount of budget at the right points in the consumer journey?
  8. 8. D A T A D E L U G E Every day, three times per second, we produce the equivalent of the amount of data that the Library of Congress has in its entire print collection. Most of it is...irrelevant noise. So unless you have good techniques for filtering and processing the information. You’re going to be in trouble. - Nate Silver, Statistician “ “
  9. 9. O L D W O R L D N E W W O R L D V S
  10. 10. Implementation of Analytics 2.0 means building the required infrastructure and merging it in organizational culture, strategy development and operations. Any company can begin that journey; businesses that don’t will be overtaken by those that do. “ “
  11. 11. AT T R I B U T I O N O P T I M I Z AT I O N A L L O C AT I O N
  12. 12. A T T R I B U T I O N Gather Data Know what to focus on Data parsing can reveal assist rates Customer journeys are important
  13. 13. U S I N G S T A T I S T I C A L M O D E L S I N A T T R I B U T I O N
  14. 14. A T T R I B U T I O N O P T I M I Z A T I O N How real-world scenarios affect your marketing mix. Used to identify the implications of advertising. Must have specific S.M.A.R.T. goals War-Gaming can be used as a competitive analysis for “unknowns” ( WA R - G A M I N G )
  15. 15. O P T I M I Z A T I O N A D V E R T I S I N G season marketing actions competitive activities season fuel process unemployment rates other economic factors consumer confidence television ads print ads direct mail radionative content paid search social media online display mobile apps Cinema earned media public relations promotions sales activities customer service competitor advertising new- product releases promotionspricing pricing attribution optimization allocation 1 2 3 analytics engine consumer response search online chatter store visits purchasing business outcomes unit sales revenues margins market share share of voice customer lifetime value
  16. 16. A L L O C A T I O N The “run-and-done” model is archaic Attribution and war-gaming efforts into the market
  17. 17. H O W A D S I N T E R A C T N O V D E C J A N search query volume tv gross spending c a m p a i g n b u d g e t p r o d u c t s a l e s t v p a i d s e a r c h o n l i n e d i s p l ay y o u t u b e -12% +90% +32% t v y o u t u b e p a i d s e a r c h Ad Spending Reallocation
  18. 18. C R E AT E A C U LT U R E O F F A C T - B A S E D D E C I S I O N M A K I N G W I T H I N A D V E R T I S I N G .
  19. 19. 5 S T E P S T O I M P L E M E N T A T I O N 01 02 03 04 05 Analytics 2.0 needs to be embraced by C-level executive sponsors. Assign an analytics-minded director/manager to be point person Conduct an inventory of data Start with small proofs of concept involving business, geography or products. Test aggressively.
  20. 20. C O M P L E X I T I E S
  21. 21. R E C O M M E N D E D R E A D I N G N AT E S I LV E R ( A U T H O R ) E R I C S I E G E L ( A U T H O R ) T H E S I G N A L A N D T H E N O I S E : W H Y S O M A N Y P R E D I C T I O N S F A I L — B U T S O M E D O N ’ T P R E D I C T I V E A N A L Y T I C S : T H E P O W E R T O P R E D I C T W H O W I L L C L I C K , B U Y , L I E , O R D I E
  22. 22. T H A N K Y O U .contact information — vinnie@prpl.rs

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