Online Tuesday #49 - 10 februari 2015

1. INTERNAL: Google Confidential and Proprietary
Future Ready
Advertising
Measurement
Joris Merks-Benjaminsen
Head of Digital Transformation

2. INTERNAL: Google Confidential and Proprietary
The Dutch are amongst the most savvy of the world

3. INTERNAL: Google Confidential and Proprietary
Yet a lot of our advertising is still somewhat primitive

6. INTERNAL: Google Confidential and Proprietary
Betalen
Sparen
Hypotheek
Pensioen
Verzekering
Most branding strategies
Betalen Sparen Hypotheek Pensioen Verzekering
Consumers don’t live in a flighted world

7. INTERNAL: Google Confidential and Proprietary
Haarstijlen
Rimpels
Make-up
Most branding strategies
New
Shampoo
New
Creme
New
Mascara
New
Hair Dying
New
Lipstick
Consumers seek information & inspiration

8. INTERNAL: Google Confidential and Proprietary
Claiming Consumer Moments
Financieel advies,
huis kopen, voeding,
old timer kopen,
fashion tips,
inspiratie vakantie...
You?
How to save money?Make-up tips?

9. INTERNAL: Google Confidential and Proprietary
3 Measurement Strategies
that will
Fail to Work in Next Decade

10. INTERNAL: Google Confidential and Proprietary
1. Brand Trackers NOT Suitable for Always-On

11. 2. Marketingmix modeling not suitable for always-on
Newspapers
TV
Direct Mail
(DM)
Paid Search
2012 2013 2014
Base Sales
Magazines
Affiliates

12. INTERNAL: Google Confidential and Proprietary
3. TV Modeling NOT suitable for Always-on

13. INTERNAL: Google Confidential and Proprietary
And one that will partly fail...

14. INTERNAL: Google Confidential and Proprietary
4. Last-click method does not work for branding

15. INTERNAL: Google Confidential and Proprietary
The Attribution Challenge

16. INTERNAL: Google Confidential and Proprietary
Two challenges for building consumer journey data
Time & Space

17. INTERNAL: Google Confidential and Proprietary
The ‘Time Challenge’: Long Consumer Journeys

18. INTERNAL: Google Confidential and Proprietary
The ‘Space Challenge’: Cross Screen/Channel

19. Fixing the Space Problem: sample & extrapolate

20. Fixing the Space Problem: sample & extrapolate

21. INTERNAL: Google Confidential and Proprietary
Awareness KPI’s
Voluntary view level 1
Content Engagement level 1 Consideration KPI’s
Voluntary view level 2
Content Engagement level 2
Preference KPI’s
Voluntary view level 3
Content Engagement level 3
Subscriptions/likes/+1
Sales KPI’s
Wishlist/basket/quote
Sale
Loyalty KPI’s
Sharing/liking/return visitors
Newsletter subscription
Reviewing/Commenting
Fixing the Time Problem: cut & stitch real-time estimators

22. INTERNAL: Google Confidential and Proprietary
Five Pragmatic Steps to Solve the Attribution Challenge
1. Get rid of last-click CPA, GRP and Reach/impressions as Ultimate KPI’s
2. Start with your brand and consumer (journey) research
- Who do you want to be as a brand? What does your brand have to say?
- Who do you want to speak to? When? What do they allow your brand to be?
3. Create always-on content eco system bringing brand & performance together
- Claim relevant themes and consumer moments across the full journey
4. Define KPI’s that quantify engagement with content across the full journey
- Attribute a value to each KPI based on common sense (correct for space & time)
- Use these KPI’s to evaluate and optimize campaigns and content
- Track KPI engagements as part of your holistic consumer journey database
5. Periodically check value of KPI’s with data driven attribution modeling
- Adjust values for each KPI and refine your KPI-set

23. INTERNAL: Google Confidential and Proprietary
The blueprint for ‘digital thinkers’:
How to drive digital change in
companies.
“Think and Grow Digital” is presented as a guide for
“millennials”. But the book is filled with maxims, slogans,
charts, and other catchy ways of imparting lessons that even a
non-millennial can apply.
Nicholas Lemann - The New Yorker Magazine

24. Integratie van online & offline
marketing:
Marketingliteratuur van het jaar
“Een boek dat elke marketeer zou moeten lezen.
Het brengt de oude en nieuwe werelden bij
elkaar.”
Juryrapport - PIM