In 2011 targeting will replace reach as the key factor in any marketing campaign. As media channels grow exponentially advertising messages are becoming noise. How do you cut through to reach the people that matter?
"Most people use analytics the way a drunk uses a lamppost – for support rather than illumination." This article provides a new perspective of defining "User Journey", and suggests a series of principles of Content Marketing Measurement.Worth reading!
This document summarizes Resonate's approach to targeting consumers based on their motivations. Resonate uses machine learning models trained on survey responses and content signatures to understand 150 million online adults' values and purchase motivations. It finds that targeting based on motivations outperforms demographics-only targeting and industry benchmarks, with lifts of 20-30% in various areas. Resonate's approach scales survey-based motivational insights to large online audiences by matching survey respondents to their online behaviors, allowing for motivation-based targeting of addressable audiences.
Crystal Light PDRF Paper FINAL with cover 02-06-2017Phillip Keefe
This document describes a study conducted by Time Inc. and Nielsen Catalina Solutions to develop a new methodology for measuring the sales impact of cross-platform advertising campaigns. The objectives were to create a holistic approach to quantifying cross-media impact, understand how consumers respond to different media platforms, quantify synergistic effects, and directly measure the impact of print advertising on secondary audiences. Key findings included that a combined print and online campaign generated higher response than TV alone, and that synergistic effects resulted in $1.6 million in additional sales. The methodology combined multiple data sets to measure individual media impacts and calibrate results to accurately measure cross-media effects.
1) "Next generation" retailers like flash sale sites dominate traditional online retailers in growing customer lifetime value in a customer's first year, capturing 385% of a customer's first month's spending on average compared to 94% for traditional retailers.
2) Customers of daily deal, group buying, and flash sale sites purchase nearly twice as frequently on average than customers of traditional online retailers, with 49-52 days between purchases compared to 89 days.
3) However, purchases from traditional online retailers are over 50% larger on average than from "next generation" retailers, at $105 compared to $61-82.
It's All About Me: How Metro Is Personalizing Its Way To Growthdunnhumby
Metro is personalizing its customer engagement strategy to drive loyalty and growth. It has launched a new rewards program called "Metro & Moi" in Quebec and is better leveraging its existing coalition program in Ontario. Metro is using customer data from its partnership with dunnhumby to personalize communications, promotions, and store operations. Its goal is to shift from multi-channel to omni-channel engagement to provide a more seamless customer experience across all touchpoints.
Understanding your consumers to achieve business successSandeep Das
Understanding consumers and targeting them through focused strategies is critical for business success. In this presentation, I look at some frameworks for targeting.
This document discusses the importance of multichannel attribution for marketers. It notes that consumers are increasingly device-agnostic and pick the most convenient channel. While many companies have basic digital attribution models, advanced multichannel attribution is needed to understand what marketing activities drive consumer actions. The document provides an overview of attribution and discusses how marketers are focusing more on cross-channel measurement and viewthrough conversions as part of multichannel attribution. However, cross-device attribution remains a major challenge for many marketers.
"Most people use analytics the way a drunk uses a lamppost – for support rather than illumination." This article provides a new perspective of defining "User Journey", and suggests a series of principles of Content Marketing Measurement.Worth reading!
This document summarizes Resonate's approach to targeting consumers based on their motivations. Resonate uses machine learning models trained on survey responses and content signatures to understand 150 million online adults' values and purchase motivations. It finds that targeting based on motivations outperforms demographics-only targeting and industry benchmarks, with lifts of 20-30% in various areas. Resonate's approach scales survey-based motivational insights to large online audiences by matching survey respondents to their online behaviors, allowing for motivation-based targeting of addressable audiences.
Crystal Light PDRF Paper FINAL with cover 02-06-2017Phillip Keefe
This document describes a study conducted by Time Inc. and Nielsen Catalina Solutions to develop a new methodology for measuring the sales impact of cross-platform advertising campaigns. The objectives were to create a holistic approach to quantifying cross-media impact, understand how consumers respond to different media platforms, quantify synergistic effects, and directly measure the impact of print advertising on secondary audiences. Key findings included that a combined print and online campaign generated higher response than TV alone, and that synergistic effects resulted in $1.6 million in additional sales. The methodology combined multiple data sets to measure individual media impacts and calibrate results to accurately measure cross-media effects.
1) "Next generation" retailers like flash sale sites dominate traditional online retailers in growing customer lifetime value in a customer's first year, capturing 385% of a customer's first month's spending on average compared to 94% for traditional retailers.
2) Customers of daily deal, group buying, and flash sale sites purchase nearly twice as frequently on average than customers of traditional online retailers, with 49-52 days between purchases compared to 89 days.
3) However, purchases from traditional online retailers are over 50% larger on average than from "next generation" retailers, at $105 compared to $61-82.
It's All About Me: How Metro Is Personalizing Its Way To Growthdunnhumby
Metro is personalizing its customer engagement strategy to drive loyalty and growth. It has launched a new rewards program called "Metro & Moi" in Quebec and is better leveraging its existing coalition program in Ontario. Metro is using customer data from its partnership with dunnhumby to personalize communications, promotions, and store operations. Its goal is to shift from multi-channel to omni-channel engagement to provide a more seamless customer experience across all touchpoints.
Understanding your consumers to achieve business successSandeep Das
Understanding consumers and targeting them through focused strategies is critical for business success. In this presentation, I look at some frameworks for targeting.
This document discusses the importance of multichannel attribution for marketers. It notes that consumers are increasingly device-agnostic and pick the most convenient channel. While many companies have basic digital attribution models, advanced multichannel attribution is needed to understand what marketing activities drive consumer actions. The document provides an overview of attribution and discusses how marketers are focusing more on cross-channel measurement and viewthrough conversions as part of multichannel attribution. However, cross-device attribution remains a major challenge for many marketers.
1) The document discusses how marketing is shifting from a focus on discrete campaigns to building individualized relationships with customers across channels. It emphasizes delivering personalized experiences and messages at scale.
2) Data and analytics are crucial for understanding customer behavior and segmentation. Metrics like engagement index can identify opportunities to repair or build relationships. Predictive modeling reveals how to increase loyalty, conversion, and retention.
3) An effective approach focuses on understanding the customer, engaging them through integrated multi-channel experiences, and leading them along their journey. This moves marketing from reactive campaigns to proactive programs tailored for individual customers.
The document discusses how integrating different types of marketing data can provide a more holistic view of the impact of marketing initiatives. It describes how a company analyzed data from brand surveys, scanner data of retail sales, and consumer panel data all together. This allowed them to see that while brand surveys showed steady brand performance, retail sales and consumer behavior data revealed that frequent price promotions were training customers to only buy the brand when it was on sale and were devaluing the brand over time. Integrating these multiple data sources provided useful insights about how marketing activities were truly affecting customer attitudes and purchase behavior.
In this ebook, Copernicus’ Peter Krieg and Jeff Maloy take direct aim at the points in the shopper research process that frequently hold back the profitability and ultimate performance of shopper marketing programs.
They offer the current lay of the land in shopper insights, explaining problem areas in the research process and offering specific fixes to improve the actionability and relevance of results.
This document discusses best practices for measuring the impact of collaborative shopper marketing programs between brands and retailers. There are three key steps: 1) Aligning objectives by overcoming challenges between sales/marketing teams and setting mutual goals, 2) Assigning success metrics such as sales lift, category effects, and shopper perceptions, and 3) Assessing and reporting results using both hard data and softer relationship benefits. While measurement requires cooperation, it helps cement partnerships through mutual understanding and respect.
Three quarters of OPA brands currently offer native advertising with the potential to reach 90% by the end of the year. Marketers partner with OPA sites to leverage their brand equity and drive consumer engagement. Best practices include clearly labeling native content, ensuring it is discoverable, and providing value to readers on par with original content.
The document summarizes a study that analyzed how demographic-based TV media plans perform for key consumer packaged goods (CPG) brands. The study found that demo-based plans are inefficient, as they reach all buyer groups equally regardless of their value to brands. On average, brands wasted 30% of exposures on households that did not participate in their categories. Only 15% of exposures reached households that accounted for 80% of sales. Demographics are a poor surrogate for purchasing behavior, as over half of sales fell outside the largest demographic groups used for targeting. The findings suggest media plans should transition from demographic targeting to purchase-based audience buying to improve efficiency.
This document discusses how the economics of online advertising are affected by the supply and demand of digital ad impressions. It argues that treating all delivered ad impressions as equal creates an oversupply that depresses prices. By focusing on viewable impressions, the supply becomes limited like other media, and scarcity is reestablished. This benefits publishers by allowing them to charge prices more reflective of the true value provided to advertisers, increasing revenue potential for publishers. Overall, shifting to viewable impressions as the currency improves ad effectiveness measurement and creates a win-win scenario for advertisers, consumers, and publishers.
1. The document outlines a 6 step workshop on shopper marketing. It discusses how shopper marketing has evolved from a focus on above-the-line advertising, to retailer marketing and category management, to now focusing on shoppers and their behavior, which is influenced by social media.
2. Shopper marketing is about understanding the new informed shopper and using that knowledge to influence them at the point of purchase through the marketing mix. The goal is to drive brand consumption by affecting shopper behavior.
3. Shopper marketing applies to any retail environment, both physical stores and online, as people make purchase decisions through new consideration routines and routes to purchase via different channels.
The document discusses best practices for auditing agency performance, including evaluating integrated online and offline media. It provides tips on interpreting media plans and reports, such as ensuring the creative strategy is justified and optimized over time. Creative testing methodologies and how to attribute success across channels are also covered.
Driving Conversions in a Multi-Channel World: Jordan CohenVivastream
The document discusses strategies for driving conversions in a multichannel marketing world. It notes that marketing has become more complex as customers use multiple channels. It recommends integrating marketing across social media, email, display ads, mobile apps, and other channels. The document also stresses the importance of personalizing marketing messages using customer data to segment audiences and tailor content. Specific tactics discussed include welcome emails for new customers, social media promotions, print inserts, mobile messaging, and using urgency and exclusivity to encourage purchases.
Insights Throughout the CPG Brand LifecycleNM Incite
NM Incite’s social media research and analytics offer brands insight into real-time, authentic consumer expression that can transform how marketers build strong brands, create passionate and engaged communities and ultimately achieve superior sales outcomes. Learn how NM Incite’s solutions can be layered with other Nielsen assets to produce powerful insights, providing a valuable competitive advantage.
This document discusses how Salmat Insights can provide competitive advantages through data-driven insights. It introduces Marketfind, Salmat's geodemographic segmentation tool, which classifies areas based on socioeconomic data. Marketfind can help target audiences and align segments with customer types. The document also discusses encouraging reading through appealing letterbox designs tailored to psychographic segments. Personalization is highlighted as a way to increase readership and ROI through relevance.
Establishing a measurement system critical to ensuring that content is adding value throughout the customer journey. PaceCo Associate Director of Analytics, Andrew Harris, outlines how and why data is a strategic part of any content marketing plan.
Integrated Measurement: Linking PR to SalesTim Marklein
This document discusses strategies for linking public relations (PR) measurement to sales outcomes. It emphasizes the importance of integrating PR measurement with other communication disciplines and business metrics like sales, market share, and profitability. The document recommends moving beyond traditional PR metrics like media impressions and ad value equivalents, and focusing on measurable outcomes. It also addresses challenges in measuring new and social media, as well as the need to evaluate communication efforts across multiple channels and disciplines through integrated dashboards and frameworks.
The internal memo discusses the growing importance of shopper marketing for driving sales. It notes that shopper behavior has evolved, with most purchase decisions now made in-store rather than through traditional advertising. As a result, companies are shifting marketing spending towards shopper marketing activities, which directly impact sales. The memo recommends promoting shopper marketers to senior leadership roles to help companies navigate this new marketing landscape centered around the store aisle.
New microsoft office power point presentationYogesh Garg
The document summarizes a large marketing research company. It has its headquarters in New York and operates in over 100 countries, employing 32,000 people. It tracks retail chains, online users, and has 500,000 panelists worldwide. It measures marketing information, TV ratings, online intelligence, and consumer behavior. It provides services in areas like growth strategies, advertising effectiveness, marketing performance, brand management, pricing, cross-platform behavior analysis, and serves industries like media, CPG, retail, telecom, travel and sports. It uses technologies like people meters, book/music/video scans, and neurometrics to gather insights.
Industry Index Native Advertising Insight Report - April 2015Gayle Meyers
- Respondents were enthusiastic about the opportunities of native advertising for more effective brand messaging, advertising experiences that provide value for consumers, and reaching targeted audiences with custom creative.
- Marketers saw the biggest opportunities as more integrated and better performing brand messaging, advertising that provides consumer value, and new ways to engage audiences.
- When choosing native ad partners, marketers prioritized performance, collaboration, innovation, value, scalability, and cited audiences, measurement, placement and creative as most important capabilities.
1) Expert content-based advertising leverages positive earned media from independent experts by curating and promoting it through paid advertising channels. This allows brands to scale the impact of trusted content beyond what is possible through earned media alone.
2) A case study found that consumers who read expert content through an expert content-based advertising program were 58% more likely to consider purchasing the product and 68% more likely to share information about the product with others, compared to a control group.
3) The case study estimated that such a program could deliver a return on investment up to 14 times the cost of the program through incremental sales revenue, highlighting the potential value of expert content-based advertising.
1) The document discusses how marketing is shifting from a focus on discrete campaigns to building individualized relationships with customers across channels. It emphasizes delivering personalized experiences and messages at scale.
2) Data and analytics are crucial for understanding customer behavior and segmentation. Metrics like engagement index can identify opportunities to repair or build relationships. Predictive modeling reveals how to increase loyalty, conversion, and retention.
3) An effective approach focuses on understanding the customer, engaging them through integrated multi-channel experiences, and leading them along their journey. This moves marketing from reactive campaigns to proactive programs tailored for individual customers.
The document discusses how integrating different types of marketing data can provide a more holistic view of the impact of marketing initiatives. It describes how a company analyzed data from brand surveys, scanner data of retail sales, and consumer panel data all together. This allowed them to see that while brand surveys showed steady brand performance, retail sales and consumer behavior data revealed that frequent price promotions were training customers to only buy the brand when it was on sale and were devaluing the brand over time. Integrating these multiple data sources provided useful insights about how marketing activities were truly affecting customer attitudes and purchase behavior.
In this ebook, Copernicus’ Peter Krieg and Jeff Maloy take direct aim at the points in the shopper research process that frequently hold back the profitability and ultimate performance of shopper marketing programs.
They offer the current lay of the land in shopper insights, explaining problem areas in the research process and offering specific fixes to improve the actionability and relevance of results.
This document discusses best practices for measuring the impact of collaborative shopper marketing programs between brands and retailers. There are three key steps: 1) Aligning objectives by overcoming challenges between sales/marketing teams and setting mutual goals, 2) Assigning success metrics such as sales lift, category effects, and shopper perceptions, and 3) Assessing and reporting results using both hard data and softer relationship benefits. While measurement requires cooperation, it helps cement partnerships through mutual understanding and respect.
Three quarters of OPA brands currently offer native advertising with the potential to reach 90% by the end of the year. Marketers partner with OPA sites to leverage their brand equity and drive consumer engagement. Best practices include clearly labeling native content, ensuring it is discoverable, and providing value to readers on par with original content.
The document summarizes a study that analyzed how demographic-based TV media plans perform for key consumer packaged goods (CPG) brands. The study found that demo-based plans are inefficient, as they reach all buyer groups equally regardless of their value to brands. On average, brands wasted 30% of exposures on households that did not participate in their categories. Only 15% of exposures reached households that accounted for 80% of sales. Demographics are a poor surrogate for purchasing behavior, as over half of sales fell outside the largest demographic groups used for targeting. The findings suggest media plans should transition from demographic targeting to purchase-based audience buying to improve efficiency.
This document discusses how the economics of online advertising are affected by the supply and demand of digital ad impressions. It argues that treating all delivered ad impressions as equal creates an oversupply that depresses prices. By focusing on viewable impressions, the supply becomes limited like other media, and scarcity is reestablished. This benefits publishers by allowing them to charge prices more reflective of the true value provided to advertisers, increasing revenue potential for publishers. Overall, shifting to viewable impressions as the currency improves ad effectiveness measurement and creates a win-win scenario for advertisers, consumers, and publishers.
1. The document outlines a 6 step workshop on shopper marketing. It discusses how shopper marketing has evolved from a focus on above-the-line advertising, to retailer marketing and category management, to now focusing on shoppers and their behavior, which is influenced by social media.
2. Shopper marketing is about understanding the new informed shopper and using that knowledge to influence them at the point of purchase through the marketing mix. The goal is to drive brand consumption by affecting shopper behavior.
3. Shopper marketing applies to any retail environment, both physical stores and online, as people make purchase decisions through new consideration routines and routes to purchase via different channels.
The document discusses best practices for auditing agency performance, including evaluating integrated online and offline media. It provides tips on interpreting media plans and reports, such as ensuring the creative strategy is justified and optimized over time. Creative testing methodologies and how to attribute success across channels are also covered.
Driving Conversions in a Multi-Channel World: Jordan CohenVivastream
The document discusses strategies for driving conversions in a multichannel marketing world. It notes that marketing has become more complex as customers use multiple channels. It recommends integrating marketing across social media, email, display ads, mobile apps, and other channels. The document also stresses the importance of personalizing marketing messages using customer data to segment audiences and tailor content. Specific tactics discussed include welcome emails for new customers, social media promotions, print inserts, mobile messaging, and using urgency and exclusivity to encourage purchases.
Insights Throughout the CPG Brand LifecycleNM Incite
NM Incite’s social media research and analytics offer brands insight into real-time, authentic consumer expression that can transform how marketers build strong brands, create passionate and engaged communities and ultimately achieve superior sales outcomes. Learn how NM Incite’s solutions can be layered with other Nielsen assets to produce powerful insights, providing a valuable competitive advantage.
This document discusses how Salmat Insights can provide competitive advantages through data-driven insights. It introduces Marketfind, Salmat's geodemographic segmentation tool, which classifies areas based on socioeconomic data. Marketfind can help target audiences and align segments with customer types. The document also discusses encouraging reading through appealing letterbox designs tailored to psychographic segments. Personalization is highlighted as a way to increase readership and ROI through relevance.
Establishing a measurement system critical to ensuring that content is adding value throughout the customer journey. PaceCo Associate Director of Analytics, Andrew Harris, outlines how and why data is a strategic part of any content marketing plan.
Integrated Measurement: Linking PR to SalesTim Marklein
This document discusses strategies for linking public relations (PR) measurement to sales outcomes. It emphasizes the importance of integrating PR measurement with other communication disciplines and business metrics like sales, market share, and profitability. The document recommends moving beyond traditional PR metrics like media impressions and ad value equivalents, and focusing on measurable outcomes. It also addresses challenges in measuring new and social media, as well as the need to evaluate communication efforts across multiple channels and disciplines through integrated dashboards and frameworks.
The internal memo discusses the growing importance of shopper marketing for driving sales. It notes that shopper behavior has evolved, with most purchase decisions now made in-store rather than through traditional advertising. As a result, companies are shifting marketing spending towards shopper marketing activities, which directly impact sales. The memo recommends promoting shopper marketers to senior leadership roles to help companies navigate this new marketing landscape centered around the store aisle.
New microsoft office power point presentationYogesh Garg
The document summarizes a large marketing research company. It has its headquarters in New York and operates in over 100 countries, employing 32,000 people. It tracks retail chains, online users, and has 500,000 panelists worldwide. It measures marketing information, TV ratings, online intelligence, and consumer behavior. It provides services in areas like growth strategies, advertising effectiveness, marketing performance, brand management, pricing, cross-platform behavior analysis, and serves industries like media, CPG, retail, telecom, travel and sports. It uses technologies like people meters, book/music/video scans, and neurometrics to gather insights.
Industry Index Native Advertising Insight Report - April 2015Gayle Meyers
- Respondents were enthusiastic about the opportunities of native advertising for more effective brand messaging, advertising experiences that provide value for consumers, and reaching targeted audiences with custom creative.
- Marketers saw the biggest opportunities as more integrated and better performing brand messaging, advertising that provides consumer value, and new ways to engage audiences.
- When choosing native ad partners, marketers prioritized performance, collaboration, innovation, value, scalability, and cited audiences, measurement, placement and creative as most important capabilities.
1) Expert content-based advertising leverages positive earned media from independent experts by curating and promoting it through paid advertising channels. This allows brands to scale the impact of trusted content beyond what is possible through earned media alone.
2) A case study found that consumers who read expert content through an expert content-based advertising program were 58% more likely to consider purchasing the product and 68% more likely to share information about the product with others, compared to a control group.
3) The case study estimated that such a program could deliver a return on investment up to 14 times the cost of the program through incremental sales revenue, highlighting the potential value of expert content-based advertising.
Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer ...Catalyst
In partnership with London Research, Catalyst and Xaxis’ new original research and report, “Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections,” explores gaps in where consumers are spending their time and where advertisers are investing, revealing opportunities for marketers to adopt and advance omnichannel approaches to media and marketing for long-term growth.
Key takeaways:
• U.S. consumer trends and engagement compared to advertiser approach to search, social, ecommerce, gaming, CTV, DOOH, podcasts, and more
• Media consumption differences across key audience demographics and implications for omnichannel planning
• Brands’ mindset, approach, and recommendations for ongoing experimentation and testing into emerging platforms
• Barriers to adopting omnichannel programs and recommended solutions
• The impact of privacy and identity on consumers, advertisers, and omnichannel programs
These slides cover social media marketing strategy execution. Here execution includes paid, owned, earned and social media methods and programmatic and native advertising. These slides can be used in conjunction with Social Media Marketing Strategy from Oxford University Press.
Retail Pricing in a Dynamic Promotional WorldRevionics
Retailers are stuck in the endless “death by discount” cycle destroying margins. It’s time to put the brakes on ad-hoc promotions and close the gaps. Learn the 5 must-haves to turn underperforming promotions into profit-generating offers.
This document summarizes the key findings of a Forrester Consulting research study on multichannel marketing:
- Marketers have widely adopted multichannel marketing practices to engage customers across digital and offline channels. 40% of respondents considered themselves mature practitioners.
- Mature multichannel marketers reported significant business gains, including improved campaign performance and higher marketing ROI.
- However, even mature practitioners still have disjointed processes and opportunities to better integrate technologies to drive more benefits from their multichannel efforts.
Directly targeting consumers based on their motivations and values can increase the relevance of marketing messages. Resonate uses machine learning models trained on survey responses and online behaviors to target over 150 million people based on 150 different motivations. Academic research shows targeting campaigns based on motivations outperforms tactics based only on demographics. Resonate's approach analyzes survey data and online behaviors to model motivations for large populations, enabling more effective targeting at scale.
The reputation amplifier system is a way to automate requesting reviews from customers while also helping with quality control. Our sophisticated, revolutionary technique maximizes accuracy and speed for each reputation amplifier campaign.
At Advertising Week 2009, the 360 Media and Marketing Council of the Advertising Research Foundation presents "New Directions in Marketing Simulation Scenario Planning, Communications, Planning and Targeting."
Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal.
Digital Media Measurement | Brian D. SheltonBrian Shelton
Digital media measurement has shifted from multi-channel to cross-channel marketing, where customers are tracked across different channels. This requires listening to customers and engaging them with the right content on the right channel. While many organizations struggle with understanding cross-channel interactions and managing different technologies, key players in marketing/monitoring, PR software, and digital analytics are helping to drive more integrated measurement. The biggest challenges now involve interpreting large amounts of "big data" to inform strategies, rather than just collecting data.
The document provides guidance on marketing a business on a shoestring budget. It discusses the importance of understanding customers and the 4 P's of marketing - product, price, place and promotion. It recommends low-cost marketing strategies like social media, blogging, search engine optimization and mobile marketing. Key takeaways are to continuously drive the business forward with small weekly improvements, keep marketing simple and affordable, and regularly reinvent strategies to stay relevant.
Marketing Revealed: How Retail and Digital Marketers Drive TransformationG3 Communications
View the full webcast here: http://rtou.ch/2kErvmS
Learn how more than 500 Retailer and Brand Marketing Leaders are trailblazing the way to a Marketing Revolution.
By maximizing use of Facebook’s unique targeting, ad and measurement capabilities, today’s disruptors can reach the right audiences with the right message to drive true business growth.
For manufacturers, transforming marketing to focus on customers in today's digital world requires understanding how customer buying behaviors have changed. Customers now research products online extensively before engaging with companies, so manufacturers must provide meaningful online content to connect with customers. The document recommends becoming a customer-centric organization by deeply understanding customers, innovating customer-focused processes, empowering employees to own customer experiences, and establishing accountability through metrics. It emphasizes that content marketing should provide solutions to customer needs and encourage two-way engagement through relevant online channels.
Chris McLaren, Director, Strategy | Wunderman Minneapolis, February 2014.
McLaren presented insights into best practices in ROI tracking. To ascertain the relative effectiveness of social media versus other marketing channels, he advised mapping social metrics to marketing KPIs and assigning comparative values using “known” media costs specific to clients.
The document summarizes the results of a survey of 302 marketers about their content goals and measurement practices. It found that 90% of marketers expressed uncertainty that their key metrics are effectively measuring business results. While 73% identified brand awareness as a goal, only 47% cited lead generation and just 11% cited ad monetization. 69% measure success through pageviews and 65% through social shares, though these metrics may not reflect real engagement or business outcomes. Marketers wish they could better measure how their content impacts brand opinions, purchase likelihood, and overall brand awareness but currently lack ways to do so.
Bidtellect’s Quarterly Native Report Q3 2016: Engagement Is Key To Your Nativ...Missy Steiner
Bidtellect’s inaugural quarterly report analyzes our platform activity in order to provide advertisers with important insights and trends in the Native Advertising industry. Bidtellect’s platform processes over 5 billion Native auctions daily across 6.5 million distinctly targetable placements, and this number continues to grow quarter over quarter. We collect data from the start of an auction through post-click consumer activity including but not limited to the metrics captured in this report.
The Power of Insight A Comprehensive Brand Awareness Survey Report_Researcher...Researchers3
The business landscape has become highly competitive today and brand awareness plays a pivotal role in shaping successful firms. As a brand owner, you need a comprehensive understanding of consumer perceptions and preferences. This helps to establish and maintain a strong brand presence.
Best 20 SEO Techniques To Improve Website Visibility In SERPPixlogix Infotech
Boost your website's visibility with proven SEO techniques! Our latest blog dives into essential strategies to enhance your online presence, increase traffic, and rank higher on search engines. From keyword optimization to quality content creation, learn how to make your site stand out in the crowded digital landscape. Discover actionable tips and expert insights to elevate your SEO game.
Ivanti’s Patch Tuesday breakdown goes beyond patching your applications and brings you the intelligence and guidance needed to prioritize where to focus your attention first. Catch early analysis on our Ivanti blog, then join industry expert Chris Goettl for the Patch Tuesday Webinar Event. There we’ll do a deep dive into each of the bulletins and give guidance on the risks associated with the newly-identified vulnerabilities.
Fueling AI with Great Data with Airbyte WebinarZilliz
This talk will focus on how to collect data from a variety of sources, leveraging this data for RAG and other GenAI use cases, and finally charting your course to productionalization.
leewayhertz.com-AI in predictive maintenance Use cases technologies benefits ...alexjohnson7307
Predictive maintenance is a proactive approach that anticipates equipment failures before they happen. At the forefront of this innovative strategy is Artificial Intelligence (AI), which brings unprecedented precision and efficiency. AI in predictive maintenance is transforming industries by reducing downtime, minimizing costs, and enhancing productivity.
Main news related to the CCS TSI 2023 (2023/1695)Jakub Marek
An English 🇬🇧 translation of a presentation to the speech I gave about the main changes brought by CCS TSI 2023 at the biggest Czech conference on Communications and signalling systems on Railways, which was held in Clarion Hotel Olomouc from 7th to 9th November 2023 (konferenceszt.cz). Attended by around 500 participants and 200 on-line followers.
The original Czech 🇨🇿 version of the presentation can be found here: https://www.slideshare.net/slideshow/hlavni-novinky-souvisejici-s-ccs-tsi-2023-2023-1695/269688092 .
The videorecording (in Czech) from the presentation is available here: https://youtu.be/WzjJWm4IyPk?si=SImb06tuXGb30BEH .
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slackshyamraj55
Discover the seamless integration of RPA (Robotic Process Automation), COMPOSER, and APM with AWS IDP enhanced with Slack notifications. Explore how these technologies converge to streamline workflows, optimize performance, and ensure secure access, all while leveraging the power of AWS IDP and real-time communication via Slack notifications.
Generating privacy-protected synthetic data using Secludy and MilvusZilliz
During this demo, the founders of Secludy will demonstrate how their system utilizes Milvus to store and manipulate embeddings for generating privacy-protected synthetic data. Their approach not only maintains the confidentiality of the original data but also enhances the utility and scalability of LLMs under privacy constraints. Attendees, including machine learning engineers, data scientists, and data managers, will witness first-hand how Secludy's integration with Milvus empowers organizations to harness the power of LLMs securely and efficiently.
Your One-Stop Shop for Python Success: Top 10 US Python Development Providersakankshawande
Simplify your search for a reliable Python development partner! This list presents the top 10 trusted US providers offering comprehensive Python development services, ensuring your project's success from conception to completion.
Digital Marketing Trends in 2024 | Guide for Staying AheadWask
https://www.wask.co/ebooks/digital-marketing-trends-in-2024
Feeling lost in the digital marketing whirlwind of 2024? Technology is changing, consumer habits are evolving, and staying ahead of the curve feels like a never-ending pursuit. This e-book is your compass. Dive into actionable insights to handle the complexities of modern marketing. From hyper-personalization to the power of user-generated content, learn how to build long-term relationships with your audience and unlock the secrets to success in the ever-shifting digital landscape.
Taking AI to the Next Level in Manufacturing.pdfssuserfac0301
Read Taking AI to the Next Level in Manufacturing to gain insights on AI adoption in the manufacturing industry, such as:
1. How quickly AI is being implemented in manufacturing.
2. Which barriers stand in the way of AI adoption.
3. How data quality and governance form the backbone of AI.
4. Organizational processes and structures that may inhibit effective AI adoption.
6. Ideas and approaches to help build your organization's AI strategy.
Driving Business Innovation: Latest Generative AI Advancements & Success StorySafe Software
Are you ready to revolutionize how you handle data? Join us for a webinar where we’ll bring you up to speed with the latest advancements in Generative AI technology and discover how leveraging FME with tools from giants like Google Gemini, Amazon, and Microsoft OpenAI can supercharge your workflow efficiency.
During the hour, we’ll take you through:
Guest Speaker Segment with Hannah Barrington: Dive into the world of dynamic real estate marketing with Hannah, the Marketing Manager at Workspace Group. Hear firsthand how their team generates engaging descriptions for thousands of office units by integrating diverse data sources—from PDF floorplans to web pages—using FME transformers, like OpenAIVisionConnector and AnthropicVisionConnector. This use case will show you how GenAI can streamline content creation for marketing across the board.
Ollama Use Case: Learn how Scenario Specialist Dmitri Bagh has utilized Ollama within FME to input data, create custom models, and enhance security protocols. This segment will include demos to illustrate the full capabilities of FME in AI-driven processes.
Custom AI Models: Discover how to leverage FME to build personalized AI models using your data. Whether it’s populating a model with local data for added security or integrating public AI tools, find out how FME facilitates a versatile and secure approach to AI.
We’ll wrap up with a live Q&A session where you can engage with our experts on your specific use cases, and learn more about optimizing your data workflows with AI.
This webinar is ideal for professionals seeking to harness the power of AI within their data management systems while ensuring high levels of customization and security. Whether you're a novice or an expert, gain actionable insights and strategies to elevate your data processes. Join us to see how FME and AI can revolutionize how you work with data!
5th LF Energy Power Grid Model Meet-up SlidesDanBrown980551
5th Power Grid Model Meet-up
It is with great pleasure that we extend to you an invitation to the 5th Power Grid Model Meet-up, scheduled for 6th June 2024. This event will adopt a hybrid format, allowing participants to join us either through an online Mircosoft Teams session or in person at TU/e located at Den Dolech 2, Eindhoven, Netherlands. The meet-up will be hosted by Eindhoven University of Technology (TU/e), a research university specializing in engineering science & technology.
Power Grid Model
The global energy transition is placing new and unprecedented demands on Distribution System Operators (DSOs). Alongside upgrades to grid capacity, processes such as digitization, capacity optimization, and congestion management are becoming vital for delivering reliable services.
Power Grid Model is an open source project from Linux Foundation Energy and provides a calculation engine that is increasingly essential for DSOs. It offers a standards-based foundation enabling real-time power systems analysis, simulations of electrical power grids, and sophisticated what-if analysis. In addition, it enables in-depth studies and analysis of the electrical power grid’s behavior and performance. This comprehensive model incorporates essential factors such as power generation capacity, electrical losses, voltage levels, power flows, and system stability.
Power Grid Model is currently being applied in a wide variety of use cases, including grid planning, expansion, reliability, and congestion studies. It can also help in analyzing the impact of renewable energy integration, assessing the effects of disturbances or faults, and developing strategies for grid control and optimization.
What to expect
For the upcoming meetup we are organizing, we have an exciting lineup of activities planned:
-Insightful presentations covering two practical applications of the Power Grid Model.
-An update on the latest advancements in Power Grid -Model technology during the first and second quarters of 2024.
-An interactive brainstorming session to discuss and propose new feature requests.
-An opportunity to connect with fellow Power Grid Model enthusiasts and users.
How to Interpret Trends in the Kalyan Rajdhani Mix Chart.pdfChart Kalyan
A Mix Chart displays historical data of numbers in a graphical or tabular form. The Kalyan Rajdhani Mix Chart specifically shows the results of a sequence of numbers over different periods.
2. TARGeTinG will
ReplAce ReAcH
AS THe moST
impoRTAnT mediA
meTRic
• As media channels multiply exponentially, advertising messag-
es become “noise”
• consumers are screening out advertising so broadcast meth-
ods that rely on reach and frequency are becoming less rel-
evant and less reliable for conversion
• Targeting and findability are now far more important measures
of a brand’s marketing effectiveness and are far more important
• database, data mining and one-to-one marketing is going to
be important in marketing activities. This will need to be inte-
grated into every aspect of the marketing mix
• delivering customer value is essential
3. There are two
areas that
FeweR AdS ReAcHed moRe people wiTH UndiVided ATTenTion
advertisers are
always trying to
reconcile:
moRe AdS ReAcHinG A TARGeTed AUdience pAYinG leSS ATTenTion
1. bRoAdeR ReAcH
2. beTTeR TARGeTinG
So what is more important, how
many people you reach or reach-
ing the right people?
4. THe cHAllenGe oF
mediA FRAGmenTATion
And Too mUcH
meSSAGinG iS TURninG
THiS qUeSTion on iTS
HeAd.
The old model assumed that you had to reach a lot of people in
the hope that the person who wanted to buy your product would
get to hear the message. The more people you reached at the
top of the funnel, the more people you would get at the bottom
of the funnel. Most media dollars and advertising investment was
spent in purchasing as many eyeballs as possible and developing
a creatve message that would get the attention of the guy at the
bottom of the funnel.
Today’s funnel looks a bit different. word of mouth
and customer referral count for significantly more
in the purchase decision process.
5. • According to a global Nielsen survey of 26,486 Internet us- • Among the 46% of respondents who had posted or planned to
ers in 47 markets, consumer recommendations are the most post reviews about their online shopping experience, 88% said
credible form of advertising among 78% of the study’s re- those reviews either were, or would be positive (Nielson, 2007)
spondents. (Nielsen, “Word-of-Mouth the Most Powerful Sell- • Of merchants who adopt customer reviews, 58% said improv-
ing Tool”) ing customer experience was the most important reason for
adding reviews
• Online social network users were three times more likely to
trust their peers’ opinions over advertising when making pur- • 11% of retailers reported a 20% or more overall increase in
chase decisions. (“Social Networking Sites: Defining Advertis- conversions as a result of adding reviews to their sites, 21% re-
ing Opportunities in a Competitive Landscape,” JupiterRe- ported an 11% to 20% increase and 5% reported a 1% to 10%
search, March 2007) increase. (eTailing Group, 2008)
• 64% of consumers reported wanting to see user ratings and • A large apparel retailer saw site-wide conversion rates in-
crease by 90% (Q1 07 vs. Q1 06) just months after launching
reviews, based on a study of 5,000 online shoppers. (Forrest-
Bazaarvoice Ratings & Reviews. (Bazaarvoice customer case
er, 2008)
study)
• 71% of online shoppers read reviews, making it the most
• MarketingExperiments tested product conversion with and with-
widely read consumer-generated content. (Forrester) out product ratings by customers. Conversion nearly doubled,
• compared to a base group that didn’t read or con- going from .44% to 1.04% after the same product displayed its
tribute product reviews at all, people who read a re- five-star rating. (MarketingExperiments Journal)
view were 30% more likely to purchase a product and • Conversion rates are higher on products with less than perfect
visitors who wrote a review were 80% more likely to reviews (less than 5 stars) than those without reviews at all, in-
convert, based on analysis across several coremet- dicating that the customer feels that the product has been
rics clients. (Coremetrics, reported in BtoB, March 2007) properly reviewed by other customers. (Burpee)
STATiSTicS
6. Few people pURcHASe
on THe STRenGTH oF
one Ad meSSAGe And
moST conSUmeRS
ReSeARcH pRodUcTS
online pRioR To
pURcHASe.
Traditional targeting addresses the mission of maximizing the num-
ber of people who are in a market and who are interested in your
product, ensuring that they hear your message and are impacted
by some sort of call to action. This can migrate them from consid-
eration to purchase.
Additionally though, when we talk about reach in the targeting
context, we need to consider targeting key influencers. These
are individuals who may not directly be in a market for your
product but they have access to those people and they are in
a position of influence.
7. THeRe ARe SeVeRAl
diFFeRenT TYpeS oF
“TRAdiTionAl” TARGeTinG
Contextual targeting: This is were marketing messages are deliv-
ered through content or advertising which is specifically related
content being viewed by consumers.
Demographic targeting: messaging is targeted to content that
has a high composition of a specific market segment (regardless
if there’s a contextual fit). Demographic information may include
professions, industry, company size, gender, age, and household
income.
Geographic targeting: Ads are targeted to specific geographical
areas based on a user’s ip address, post code, or the local content.
Registration targeting: marketing is targeted to consumers based
on the information they provided during registration.
Behavioral targeting: Ads are targeted to consumers based on
previous activity (past content, purchase, or search history).
Psychographic targeting: This is targeting based on an audience’s
personal interests. This might be self selected by the individual or
be determined by the user’s participation with types of content on
a site or membership of certain groups.
8. YoU need A
lARGe dATAbASe
wHicH iS RicH in
inFoRmATion To
TARGeT cUSTomeRS
SpeciFicAllY.
provide an incentive to the end user in ex-
change for their information.
in a b2b environment, if the perceived value of
the content is higher than the cost of obtaining it,
then people will give you there data.
Examples of this content include downloadable
white papers, podcasts, ebooks and webinars.
9. in AddiTion To THeSe
TRAdiTionAl TARGeTinG
TecHniqUeS, SociAl mediA
inTRodUceS new FoRmS
oF TARGeTinG opTionS.
Social Media Targeting enables the customised placement of ads
and communication activities on social media platforms. it com-
bines current targeting options (like geotargeting, behavioral tar-
geting, socio-psychographic targeting, etc.) using profile data to
deliver advertisements directly to individual users.
Social Influencer targeting: Key influencers are recruited and in-
centivised to carry the message to peer groups based on demo-
graphic and contextual relevance.
Reach is still the most important metric if we re-
define reach to mean the total number of “inter-
ested” people who we manage to communicate
with. What has changed is the science we apply to
reaching them and how this determines the quality
of the people we reach.
10. iF YoU wAnT To diScUSS
new poSSibiliTieS To ReAcH
YoUR TARGeT AUdience,
conTAcT US:
email
interact@cyberbia.com.au
phone
02 9954 0436