The document outlines a webinar led by Adometry's CMO, Casey Carey, focused on establishing a data-driven marketing performance management strategy. It emphasizes the need for organizations to move beyond siloed data and attribution models, gain a holistic view of marketing efforts, and align their objectives across channels to enhance overall performance. Key takeaways include defining objectives, assessing performance pillars, and creating a business case for investment in improved marketing analytics.

1. Webinar #1
Establishing Your Game Plan
Tuesday, December 10, 2013
@caseycarey
© 2013 Adometry, Inc. All rights reserved.
1

2. First a Word from Our Sponsor
•What we do…
We power more intelligent marketing
•How we do it…
By providing advanced marketing
attribution and optimization solutions
•Our customers…
For 75+ brands and their agency
partners primarily in the
auto, telecom, technology, travel &
leisure, FSI, and retail verticals
© 2013 Adometry, Inc. All rights reserved.
2

3. Attribution 2014 Webinar Series
CLARITY
DIRECTION
ACTION
RESULTS
TRUST
© 2013 Adometry, Inc. All rights reserved.
3

4. The Opportunity
today’s
AGENDA
 Layout Your
Game Plan
 Script Your Plays
 The Potential Payoff
DIRECTION
© 2013 Adometry, Inc. All rights reserved.
 Q&A
4

5. A Bit About Me
Casey Carey
Chief Marketing Officer
© 2013 Adometry, Inc. All rights reserved.
5

6. “I invented attribution.”
© 2013 Adometry, Inc. All rights reserved.
6

7. I Have Lived in “Last Click Hell”
© 2013 Adometry, Inc. All rights reserved.
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8. Its time to Move Marketing
Performance Management Forward
become
data-driven,
but there is a
data deluge.
© 2013 Adometry, Inc. All rights reserved.
understand the
customer
journey,
be multi-channel
in our approach,
but it is
becoming more
complex.
but we organize
and measure in
silos.
8

9. The opportunity…
…a better understanding
of the connection between
marketing and results.
© 2013 Adometry, Inc. All rights reserved.
9

10. The Opportunity
today’s
AGENDA
 Layout out Your
Game Plan
 Script Your Plays
 The Potential Payoff
DIRECTION
© 2013 Adometry, Inc. All rights reserved.
 Q&A
10

11. Start with the End in Mind
What are my Primary Objectives?
Who are the Stakeholders?
What Does Success Look Like?
© 2013 Adometry, Inc. All rights reserved.
11

12. Challenges
& Questions
© 2013 Adometry, Inc. All rights reserved.
12

13. The Marketing Executive – “I need to
see the whole picture.”
What actions would I take if
budget changes +/- 20%.
What are my top
performing
investments?
Are we reaching the right
audiences across
channels?
My channels are in
silos, I need to see all my
results in one place.
I need a better understanding of
the customer journey and
marketing’s influence.
I’m not sure which social
and mobile investments
are winners.
How can I be more
accountable for marketing’s
contribution to growth?
© 2013 Adometry, Inc. All rights reserved.
13

14. The Marketing Manager – “I need to
improve performance.”
What other actions can I
take to improve
performance?
How does my
channel interact with
other channels?
I need performance results
I can trust.
We need consistency in
how various channels are
measured.
Our approach to attribution is
limited and doesn’t provide a full
funnel view of performance.
How does my channel
impact offline and
partner conversions?
© 2013 Adometry, Inc. All rights reserved.
14

15. The Analyst – “I need access to the data
to drive actionable insights.”
My needs vary widely from
key metrics to deep
analysis.
Today’s tools are
data
extracts, Excel, and
time.
The business is moving
fast, I need to be more
agile.
Our data is in silos, it is
time consuming to bring it
together.
We need to have a unified view of
performance across all of our
marketing channels.
How can we bridge the
gap between online
and offline media?
Measuring paid and owned
media in the new channels
is hard.
© 2013 Adometry, Inc. All rights reserved.
15

16. The Opportunity
today’s
AGENDA
 Layout out Your
Game Plan
 Script Your Plays
 The Payoff
DIRECTION
© 2013 Adometry, Inc. All rights reserved.
 Q&A
16

17. Six Pillars of Marketing Performance
Management
© 2013 Adometry, Inc. All rights reserved.
17

18. Assess Your Current Mindset in Each
Area
Current
Mindset
Data Collection
and Integration
Marketing data in silos
Performance
Metrics
Disparate, channel-centric
performance metrics
Budgeting and
Objectives
Channel-focused plans based
on channel performance
Data Analysis
and Insights
Individual channel analysis
using arbitrary attribution
Ongoing
Optimization
Focused on optimizing
individual channels
Adoption and
Operationalization
Increasing maturity and
sophistication is not a priority
As a result, we plateau early
and achieve less than possible.
© 2013 Adometry, Inc. All rights reserved.
18

19. Establish Your Vision – Data
Current
Mindset
Data Collection
and Integration
Marketing data in silos
Performance
Metrics
Disparate, channel-centric
performance metrics
Budgeting and
Objectives
Channel-focused plans based
on channel performance
Data Analysis
and Insights
Individual channel analysis
using arbitrary attribution
Ongoing
Optimization
Focused on optimizing
individual channels
Adoption and
Operationalization
Aspirational
Mindset
Increasing maturity and
sophistication is not a priority
Single view of marketing data across
channels
As a result, we plateau early
and achieve less than possible.
© 2013 Adometry, Inc. All rights reserved.
19

20. Establish Your Vision – Metrics/KPIs
Current
Mindset
Aspirational
Mindset
Data Collection
and Integration
Marketing data in silos
Single view of marketing data across
channels
Performance
Metrics
Disparate, channel-centric
performance metrics
Unified metrics and value-based KPIs
tied to business outcomes
Budgeting and
Objectives
Channel-focused plans based
on channel performance
Data Analysis
and Insights
Individual channel analysis
using arbitrary attribution
Ongoing
Optimization
Focused on optimizing
individual channels
Adoption and
Operationalization
Increasing maturity and
sophistication is not a priority
As a result, we plateau early
and achieve less than possible.
© 2013 Adometry, Inc. All rights reserved.
20

21. Establish Your Vision – Budgeting
Current
Mindset
Aspirational
Mindset
Data Collection
and Integration
Marketing data in silos
Single view of marketing data across
channels
Performance
Metrics
Disparate, channel-centric
performance metrics
Unified metrics and value-based KPIs
tied to business outcomes
Budgeting and
Objectives
Channel-focused plans based
on channel performance
Cross-channel objectives and budgets
based on maximizing overall results
Data Analysis
and Insights
Individual channel analysis
using arbitrary attribution
Ongoing
Optimization
Focused on optimizing
individual channels
Adoption and
Operationalization
Increasing maturity and
sophistication is not a priority
As a result, we plateau early
and achieve less than possible.
© 2013 Adometry, Inc. All rights reserved.
21

22. Establish Your Vision – Attribution and
Analysis
Current
Mindset
Aspirational
Mindset
Data Collection
and Integration
Marketing data in silos
Single view of marketing data across
channels
Performance
Metrics
Disparate, channel-centric
performance metrics
Unified metrics and value-based KPIs
tied to business outcomes
Budgeting and
Objectives
Channel-focused plans based
on channel performance
Cross-channel objectives and budgets
based on maximizing overall results
Data Analysis
and Insights
Individual channel analysis
using arbitrary attribution
Full-funnel, cross-channel analysis of
performance based on true attribution
Ongoing
Optimization
Focused on optimizing
individual channels
Adoption and
Operationalization
Increasing maturity and
sophistication is not a priority
As a result, we plateau early
and achieve less than possible.
© 2013 Adometry, Inc. All rights reserved.
22

23. Establish Your Vision – Leveraging the
Results
Current
Mindset
Aspirational
Mindset
Data Collection
and Integration
Marketing data in silos
Single view of marketing data across
channels
Performance
Metrics
Disparate, channel-centric
performance metrics
Unified metrics and value-based KPIs
tied to business outcomes
Budgeting and
Objectives
Channel-focused plans based
on channel performance
Cross-channel objectives and budgets
based on maximizing overall results
Data Analysis
and Insights
Individual channel analysis
using arbitrary attribution
Full-funnel, cross-channel analysis of
performance based on true attribution
Ongoing
Optimization
Focused on optimizing
individual channels
Optimization within and across all
channels and media
Adoption and
Operationalization
Increasing maturity and
sophistication is not a priority
As a result, we plateau early
and achieve less than possible.
© 2013 Adometry, Inc. All rights reserved.
23

24. Establish Your Vision – Organizational
Adoption
Current
Mindset
Aspirational
Mindset
Data Collection
and Integration
Marketing data in silos
Single view of marketing data across
channels
Performance
Metrics
Disparate, channel-centric
performance metrics
Unified metrics and value-based KPIs
tied to business outcomes
Budgeting and
Objectives
Channel-focused plans based
on channel performance
Cross-channel objectives and budgets
based on maximizing overall results
Data Analysis
and Insights
Individual channel analysis
using arbitrary attribution
Full-funnel, cross-channel analysis of
performance based on true attribution
Ongoing
Optimization
Focused on optimizing
individual channels
Optimization within and across all
channels and media
Adoption and
Operationalization
Increasing maturity and
sophistication is not a priority
Key component of marketing strategy
and fully operational
As a result, we plateau early
and achieve less than possible.
© 2013 Adometry, Inc. All rights reserved.
24

25. Pillars of Marketing Performance
Management
Current
Mindset
Aspirational
Mindset
Data Collection
and Integration
Marketing data in silos
Single view of marketing data across
channels
Performance
Metrics
Disparate, channel-centric
performance metrics
Unified metrics and value-based KPIs
tied to business outcomes
Budgeting and
Objectives
Channel-focused plans based
on channel performance
Cross-channel objectives and budgets
based on maximizing overall results
Data Analysis
and Insights
Individual channel analysis
using arbitrary attribution
Full-funnel, cross-channel analysis of
performance based on true attribution
Ongoing
Optimization
Focused on optimizing
individual channels
Optimization within and across all
channels and media
Adoption and
Operationalization
Increasing maturity and
sophistication is not a priority
Key component of marketing strategy
and fully operational
As a result, we plateau early
and achieve less than possible.
© 2013 Adometry, Inc. All rights reserved.
As a result, we reach
new levels of marketing
performance.
25

26. The Opportunity
today’s
AGENDA
 Layout out Your
Game Plan
 Script Your Plays
 The Potential Payoff
DIRECTION
© 2013 Adometry, Inc. All rights reserved.
 Q&A
26

27. Achieving a Greater ROMI
Value Drivers
Areas of Impact
Display eCPA
20% - 30% decrease in effective CPA for
display and retargeting
Optimization Within Channels
10% - 20% improvement by optimizing
channel performance including PPC, Affiliate,
Email, and Social
Optimization Across Channels
15% - 30% improvement in performance by
optimizing spend across various channels
Reduction in Analysis and
Reporting Costs
25% - 50% decrease in effort required to pull,
aggregate, and report on marketing
performance across channels
Overall Marketing ROI
20% - 40% improvement in overall
performance of marketing investments
© 2013 Adometry, Inc. All rights reserved.
27

28. Key Takeaways
•Clearly define your objectives and
scope
•Assess each pillar of the model
• What is your aspired level?
• What are the barriers to achieving it?
• What road map makes sense to establish
upfront wins?
•Create your business case for the
investment
• What improvements are likely?
• What is the cost (internal & external)?
© 2013 Adometry, Inc. All rights reserved.
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29. © 2013 Adometry, Inc. All rights reserved.
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30. Building a Data Foundation for
Marketing Performance Measurement
Thursday, January 9, 2014
www2.adometry.com/data_foundation
© 2013 Adometry, Inc. All rights reserved.
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31. Casey Carey
casey.carey@adometry.com
@caseycarey
© 2013 Adometry, Inc. All rights reserved.
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