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ClientSummit2010_MediaMixWorkshop

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Jason Leigh of Razorfish discussed a proven technique for accurately attributing business value to your marketing efforts at the Razorfish Client Summit October 12-14.

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ClientSummit2010_MediaMixWorkshop

  1. 1. marketing<br />value<br />
  2. 2. underpants<br />
  3. 3.
  4. 4. marketing<br />
  5. 5. my customer<br />
  6. 6. How Social is Driving the Evolution of CRM<br />5<br />ice cream<br />
  7. 7. aka<br />fragmentation<br />
  8. 8. marketing decisions are hard<br />
  9. 9. “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”<br />
  10. 10. there’s an easy answer…<br />
  11. 11. riiiight…<br />
  12. 12. Mea culpaWhy?How?Pitfalls?<br />
  13. 13. 12<br />digital infallibility<br />
  14. 14. silver bullets<br />
  15. 15.
  16. 16. alignment<br />
  17. 17. innovate<br />
  18. 18. just <br />stop<br />
  19. 19. how?<br />
  20. 20. build asupermodel<br />
  21. 21. Actual Sales<br /> Sales<br />Time<br />
  22. 22. Actual Sales<br />Calculated Sales (Model)<br />Sales<br />Time<br />digital media + <br />
  23. 23. Actual Sales<br />Calculated Sales (Model)<br />Sales<br />Time<br />traditional media + <br />
  24. 24. Actual Sales<br />Calculated Sales (Model)<br />Sales<br />Time<br />competitors media + <br />
  25. 25. Actual Sales<br />Calculated Sales (Model)<br />Sales<br />Time<br />economy = supermodel <br />
  26. 26. Actual Sales<br />Calculated Sales (Model)<br />Crash<br />Sales<br />Time<br />the supermodel<br />
  27. 27. 26<br />power in symbols<br />
  28. 28. How Social is Driving the Evolution of CRM<br />27<br />betting on hockey<br />
  29. 29. waterfall<br />
  30. 30.
  31. 31. pitfalls?<br />
  32. 32. How Social is Driving the Evolution of CRM<br />31<br />you need a plan<br />
  33. 33. office<br />politics<br />
  34. 34. voodoo math<br />
  35. 35. How Social is Driving the Evolution of CRM<br />34<br />non-linear<br />
  36. 36. proliferation<br />
  37. 37. propellerhead<br />
  38. 38. How Social is Driving the Evolution of CRM<br />37<br />
  39. 39.
  40. 40. Complex problemSophisticated models to find power in the numbersEducate yourself on the detailsStart with a business plan in mindBuild an internal coalitionSet up tests to validate<br />
  41. 41. discussion<br />

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