Join our leading industry experts as they discuss how media mix modeling can help you identify how each of your media channels are working to achieve your business goals and enable you to have a holistic view of your performance marketing.
Marketing automation uses technology to automatically manage targeted marketing messages in response to prospects' online behaviors. It allows companies to improve conversion rates, campaign efficiency, lead quality, and sales effectiveness while measuring the impact. A typical solution involves consolidating web visitor profiles from various sources into a CRM and using business rules to trigger personalized email, SMS, or direct mail campaigns at different stages of the customer journey.
This document discusses data-driven marketing and Anthropic's approach. It provides the following key points:
1. Data-driven marketing uses customer data from all touchpoints to personalize marketing based on customer behaviors and make brands more responsive.
2. 93% of Finnish business directors see data-driven marketing as crucial for business success, particularly for driving sales and customer retention.
3. Anthropic takes a global, people-focused approach to data-driven marketing to give clients a competitive advantage through technology, analytics, and data-driven activation.
Which are the essential digital marketing insights and automation tools to grow your business? This deck shows you the best tools across our RACE framework.
How to Build Interactive Data Apps by ThoughtSpot Product LeadersProduct School
- An introduction to search for data
- How to add a consumer-friendly, self-search experience to your data app
- What the next generation of dashboards looks like
- Tools available for product builders
- A live deep-dive demo of how to build your first app embedding search
Data Architecture Strategies: Artificial Intelligence - Real-World Applicatio...DATAVERSITY
Artificial Intelligence (AI) may conjure up images of robots and science fiction. But AI has practical applications in today’s data-driven organization for product recommendation engines, customer support, inventory management, and more. To support AI in order to drive concrete business outcomes, a strong data foundation is needed. This webinar will discuss practical applications for AI in your organization, and how to build a data architecture to support its use.
Creating a clearly articulated data strategy—a roadmap of technology-driven capability investments prioritized to deliver value—helps ensure from the get-go that you are focusing on the right things, so that your work with data has a business impact. In this presentation, the experts at Silicon Valley Data Science share their approach for crafting an actionable and flexible data strategy to maximize business value.
DAS Slides: Building a Data Strategy - Practical Steps for Aligning with Busi...DATAVERSITY
Developing a Data Strategy for your organization can seem like a daunting task. The opportunity in getting it right can be significant, however, as data drives many of the key initiatives in today’s marketplace: digital transformation, marketing, customer centricity, and more. This webinar will help de-mystify Data Strategy and Data Architecture and will provide concrete, practical ways to get started.
Marketing automation uses technology to automatically manage targeted marketing messages in response to prospects' online behaviors. It allows companies to improve conversion rates, campaign efficiency, lead quality, and sales effectiveness while measuring the impact. A typical solution involves consolidating web visitor profiles from various sources into a CRM and using business rules to trigger personalized email, SMS, or direct mail campaigns at different stages of the customer journey.
This document discusses data-driven marketing and Anthropic's approach. It provides the following key points:
1. Data-driven marketing uses customer data from all touchpoints to personalize marketing based on customer behaviors and make brands more responsive.
2. 93% of Finnish business directors see data-driven marketing as crucial for business success, particularly for driving sales and customer retention.
3. Anthropic takes a global, people-focused approach to data-driven marketing to give clients a competitive advantage through technology, analytics, and data-driven activation.
Which are the essential digital marketing insights and automation tools to grow your business? This deck shows you the best tools across our RACE framework.
How to Build Interactive Data Apps by ThoughtSpot Product LeadersProduct School
- An introduction to search for data
- How to add a consumer-friendly, self-search experience to your data app
- What the next generation of dashboards looks like
- Tools available for product builders
- A live deep-dive demo of how to build your first app embedding search
Data Architecture Strategies: Artificial Intelligence - Real-World Applicatio...DATAVERSITY
Artificial Intelligence (AI) may conjure up images of robots and science fiction. But AI has practical applications in today’s data-driven organization for product recommendation engines, customer support, inventory management, and more. To support AI in order to drive concrete business outcomes, a strong data foundation is needed. This webinar will discuss practical applications for AI in your organization, and how to build a data architecture to support its use.
Creating a clearly articulated data strategy—a roadmap of technology-driven capability investments prioritized to deliver value—helps ensure from the get-go that you are focusing on the right things, so that your work with data has a business impact. In this presentation, the experts at Silicon Valley Data Science share their approach for crafting an actionable and flexible data strategy to maximize business value.
DAS Slides: Building a Data Strategy - Practical Steps for Aligning with Busi...DATAVERSITY
Developing a Data Strategy for your organization can seem like a daunting task. The opportunity in getting it right can be significant, however, as data drives many of the key initiatives in today’s marketplace: digital transformation, marketing, customer centricity, and more. This webinar will help de-mystify Data Strategy and Data Architecture and will provide concrete, practical ways to get started.
BI Consultancy - Data, Analytics and StrategyShivam Dhawan
The presentation describes my views around the data we encounter in digital businesses like:
- Looking at common Data collection methodologies,
-What are the common issues within the decision support system and optimiztion lifecycle,
- Where are most of failing?
and most importantly, "How to connect the dots and move from Data to Strategy?"
I work with all facets of Web Analytics and Business Strategy and see the structures and governance models of various domains to establish and analyze the key performance indicators that allow you to have a 360º overview of online and offline multi-channel environment.
Apart from my experience with the leading analytic tools in the market like Google Analytics, Omniture and BI tools for Big Data, I am developing new solutions to solve complex digital / business problems.
As a resourceful consultant, I can connect with your team in any modality or in any form that meets your needs and solves any data/strategy problem.
This document provides guidance to sales representatives on strategically guiding customers through the buying journey. It outlines 9 key stages: 1) building need, 2) discovery, 3) consideration, 4) decision, 5) purchase, 6) delivery, 7) usage, 8) retention, and 9) advocacy. For each stage, it provides example messaging, qualifying criteria, success metrics, sales tools, and instructions for updating the CRM with stage-specific details to help reps effectively engage customers and maximize deal conversion and renewal rates. The goal is to align marketing and sales processes to optimize the customer experience at each step of the buying cycle.
The Top Trends in Digital Marketing for 2023 Searchonic
Video marketing, voice search optimization, and artificial intelligence will be top trends in digital marketing in 2023. Marketers will need to focus on creating video, voice, and AI-optimized content while addressing increasing concerns around privacy and data security and providing personalized customer experiences.
In 2023 the role of Digital will continue to deepen and play an even bigger role across your brand strategy and marketing touchpoints, your overall customer experience, and your customer service delivery.
Every C-Level Executive, Board Member, and Business Owner must understand the trends, such as AI, Web3, Personalisation, Sustainability, Data, Cyberrisk to name a few, that will drive Digital and Brand Strategy in the upcoming year.
This presentation is part of the Futuresoft Lunch and Learn Series and focused on a deep dive into Digital Trends for 2023.
From Digital Attribution to Marketing Mix ModellingPetri Mertanen
MeasureCamp Amsterdam 2018. We are good when it comes to measuring advertising but should you also thing what kind of effect other marketing P's have on sales?
The document discusses the role of analytics in the consumer packaged goods (CPG) industry. It notes that analytics can help CPG companies with pricing strategies, optimizing marketing mix, portfolio optimization, inventory management, and other areas. Analytics provides insights into profit drivers, demand elasticity, trade spend effectiveness, and more. It concludes that CPG companies must invest in analytics to stay competitive as consumer behavior changes rapidly.
This document outlines an agenda and presentation on digital transformation at Geisinger Health. The presentation discusses Geisinger's digital strategy, two case studies on portal consolidation and intelligent automation, assessing digital maturity, and best practices for digital transformation roadmaps. The speakers are Karen Murphy, Chief Innovations Officer at Geisinger, and Paddy Padmanabhan, CEO of Damo Consulting. The presentation provides an overview of Geisinger's multi-year digital transformation efforts to enhance care, grow revenue, and improve efficiency through technology.
Acting on Analytics - How to Build a Data-Driven Enterprise - Brighttalk webi...Mario Faria
Big Data and Analytics have become a major topic of discussion, catalyzing attention among the C-Level executives and driving investments and projects inside the enterprise. However, there is one component that can halt any initiative: YOUR COMPANY's ANALYTICS MATURITY.
How prepared is your company to implement and use the available data, the high end modeling techniques and the data as well as analytics expertise?
From what I have learned and experienced, companies are still not adequately prepared, hurting their ability to compete in the market.
This presentation will help executives and data professionals to understand the steps needed to create an analytics organization, and provide some real life examples on companies who succeeded and some who failed miserably.
Business digitalization trends and challengesSigma Software
The document discusses trends and challenges in business digitalization. It provides an overview of digital transformation from the perspectives of systems architecture, data, and infrastructure. Key points include:
- Digital transformation requires approaches like lean thinking, agile development, and data-driven decision making.
- Major challenges are managing growing data volumes, expectations for data quality, and regulatory compliance.
- Trends involve data governance, analytics, machine learning, APIs, microservices, and hybrid cloud infrastructure solutions.
- True digital transformation is about streamlining client collaboration and shortening time to market while managing complexity and costs.
Digital Marketing Trends 2023- Shereen BadrShereen Badr
We’re nearing the End of 2022 – that means preparing for your 2023 marketing game plan. Digital marketing topics gaining headlines include video content overtaking traditional web content, rising privacy concerns, and sales funnel marketing morphing. I’ve assembled the digital marketing trends for 2023 from a variety of trusted research sources
Product Strategy and Go to Market Model_SampleParesh Baghel
This product strategy document outlines elements of a company's product strategy including objectives, where to compete, how to compete, and future go-to-market models. It analyzes market segments, product variants, pricing, performance, differentiation, sales channels, and regional market sizes to guide strategic decisions around the company's portfolio. Key sections evaluate niche segments, product roles, sales and margins to inform strategies for developing and positioning the company's base, key, and pacing products.
Data monetization is generating revenue from data sources by capturing, analyzing, and disseminating data. It allows companies to sell data generated from customer interactions. To successfully monetize data, companies must understand their data assets, potential consumers, and how to add value through insights. A framework is needed to move raw data to solutions by assessing the data value stages from transactions to analytics. Various sectors can monetize data through use cases like banks providing merchant insights or telecom location data enabling targeted offers. Privacy and strategy are important considerations to effectively monetize data in the new digital economy.
Marketing automation software allows companies to:
1. Generate leads through SEO, content marketing, and social media.
2. Build relationships with decision makers at their own pace and level of interest.
3. Qualify leads and route them to sales.
Building a Data Strategy – Practical Steps for Aligning with Business GoalsDATAVERSITY
Developing a Data Strategy for your organization can seem like a daunting task – but it’s worth the effort. Getting your Data Strategy right can provide significant value, as data drives many of the key initiatives in today’s marketplace – from digital transformation, to marketing, to customer centricity, to population health, and more. This webinar will help demystify Data Strategy and its relationship to Data Architecture and will provide concrete, practical ways to get started.
Amplifying Storytelling with Influencer MarketingCarole Lamarque
Who do I make Influencers spread the story I would like?
With the hundreds of thousands of products launching every year and the amount of (digital) noise increasing exponentially,
brands need a solution that would allow them to distinguish themselves from that noise. Content Marketers believe that brands need to create influencers and advocates networks and communities to stay above the noise trough Storytelling.
What you will learn:
– You will learn how to sell and significantly increase word of mouth advertising through social and owned media
– We will determine who has influence, provide them with content and start a relationship that they’re going to respect
– That will bring our content into their community
All levels of marketing from junior to expert marketer can benefit from these methodology:
Marketing teamleaders, Segment managers, Community managers, Digital marketers, Communication managers, Business Development managers, Sales & Marketing directors, Social Media Manager, Business Unit Manager, PR managers.
Leverage all the customer data you have collected over the years and use these simple data analytic techniques to align your marketing expense better and identify your best customers.
Use this modern go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept.
IBM - Full year Go-to-market plan templateArrow ECS UK
1) The document outlines a marketing planning template for IBM business partners to generate software revenue growth. It includes identifying revenue targets, growth areas, projected revenue and leads needed to hit targets, and determining the target mix from new and existing customers.
2) The template provides guidance on selecting target industries, audiences, and key messages tailored to different stages of the buyer's journey. It also addresses allocating marketing and sales resources.
3) The template is designed to help business partners develop a full year marketing plan with targeted activities, timelines, budgets, and assigned responsibilities to generate qualified leads and achieve required revenue.
What is a Go-to-Market Strategy & How to Create OneCompellingPM
We often hear other PMs and executives say the word Go-to-Market Strategy and everyone nods their heads as if they know exactly what the other person really meant. But the reality is that within any given organization, there are as many ideas of what Go-to-Market Strategy means as there are senior level executives. And when Product Marketing is asked to develop a Go-to-Market Strategy, they are unlikely going to satisfy the expectations of all stakeholders because each one has a different expectation. In this webinar, we'll help you to create a common understanding of a Go-to-Market Strategy and what Product Marketing needs to do to effectively create one.
Key Takeaways from participating in this webinar:
- Develop a common definition for a Go-to-Market Strategy that can be shared with your organization
- Learn the seven elements that go into a complete Go-to-Market Strategy
- Understand the steps to creating your Go-to-Market Strategy
Move Beyond the Why To the What Now: How to Act on Your Analytics DataTinuiti
Between industry upheavals in attribution and emerging media channels like OTT, knowing where, how, and when to invest your limited media dollars to maximize results is only going to become more challenging in 2023.
The good news is that Tinuiti’s Analytics team has developed a robust system for driving performance marketing success through actionable insights—and they’re peeling back the curtain (just for our clients and no one else) to show how it’s done in this exclusive webinar.
Join Tinuiti’s Will Hammond, Executive Data Scientist, and Annica Nesty, Group Director of Integrated Intelligence, to learn how our team solves complex business challenges for brands of all sizes with cutting-edge marketing intelligence and media activation technology.
Driving Marketing Efficiency In The Consumer Goods Business With Advanced Ana...Gina Shaw
"Information is the oil of the 21st century, and analytics is the combustion engine" – Gartner
A large percentage of marketing efforts in a consumer goods business has little to no impact on sales. One primary reason for low-yield marketing campaigns is the inability to leverage data. Success in the consumer goods industry largely depends on the speed and accuracy of decision-making.
This eBook will help you discover:
1. Challenges marketers face in in the consumer goods business
2. The current state of marketing analytics
3. The overview and importance of advanced analytics
4. Traditional analytics vs advanced analytics
5. Advanced analytics solutions use cases in the areas of
- Measuring marketing effectiveness
- Optimizing marketing and advertising spend
- Sales forecasting
- Product portfolio management
- Marketing mix modelling
6. Driving analytics adoption within your organization with AI
7. Case study: How a global CPG company reduced marketing spend by 5% with advanced analytics
8. How you can get started right away?
BI Consultancy - Data, Analytics and StrategyShivam Dhawan
The presentation describes my views around the data we encounter in digital businesses like:
- Looking at common Data collection methodologies,
-What are the common issues within the decision support system and optimiztion lifecycle,
- Where are most of failing?
and most importantly, "How to connect the dots and move from Data to Strategy?"
I work with all facets of Web Analytics and Business Strategy and see the structures and governance models of various domains to establish and analyze the key performance indicators that allow you to have a 360º overview of online and offline multi-channel environment.
Apart from my experience with the leading analytic tools in the market like Google Analytics, Omniture and BI tools for Big Data, I am developing new solutions to solve complex digital / business problems.
As a resourceful consultant, I can connect with your team in any modality or in any form that meets your needs and solves any data/strategy problem.
This document provides guidance to sales representatives on strategically guiding customers through the buying journey. It outlines 9 key stages: 1) building need, 2) discovery, 3) consideration, 4) decision, 5) purchase, 6) delivery, 7) usage, 8) retention, and 9) advocacy. For each stage, it provides example messaging, qualifying criteria, success metrics, sales tools, and instructions for updating the CRM with stage-specific details to help reps effectively engage customers and maximize deal conversion and renewal rates. The goal is to align marketing and sales processes to optimize the customer experience at each step of the buying cycle.
The Top Trends in Digital Marketing for 2023 Searchonic
Video marketing, voice search optimization, and artificial intelligence will be top trends in digital marketing in 2023. Marketers will need to focus on creating video, voice, and AI-optimized content while addressing increasing concerns around privacy and data security and providing personalized customer experiences.
In 2023 the role of Digital will continue to deepen and play an even bigger role across your brand strategy and marketing touchpoints, your overall customer experience, and your customer service delivery.
Every C-Level Executive, Board Member, and Business Owner must understand the trends, such as AI, Web3, Personalisation, Sustainability, Data, Cyberrisk to name a few, that will drive Digital and Brand Strategy in the upcoming year.
This presentation is part of the Futuresoft Lunch and Learn Series and focused on a deep dive into Digital Trends for 2023.
From Digital Attribution to Marketing Mix ModellingPetri Mertanen
MeasureCamp Amsterdam 2018. We are good when it comes to measuring advertising but should you also thing what kind of effect other marketing P's have on sales?
The document discusses the role of analytics in the consumer packaged goods (CPG) industry. It notes that analytics can help CPG companies with pricing strategies, optimizing marketing mix, portfolio optimization, inventory management, and other areas. Analytics provides insights into profit drivers, demand elasticity, trade spend effectiveness, and more. It concludes that CPG companies must invest in analytics to stay competitive as consumer behavior changes rapidly.
This document outlines an agenda and presentation on digital transformation at Geisinger Health. The presentation discusses Geisinger's digital strategy, two case studies on portal consolidation and intelligent automation, assessing digital maturity, and best practices for digital transformation roadmaps. The speakers are Karen Murphy, Chief Innovations Officer at Geisinger, and Paddy Padmanabhan, CEO of Damo Consulting. The presentation provides an overview of Geisinger's multi-year digital transformation efforts to enhance care, grow revenue, and improve efficiency through technology.
Acting on Analytics - How to Build a Data-Driven Enterprise - Brighttalk webi...Mario Faria
Big Data and Analytics have become a major topic of discussion, catalyzing attention among the C-Level executives and driving investments and projects inside the enterprise. However, there is one component that can halt any initiative: YOUR COMPANY's ANALYTICS MATURITY.
How prepared is your company to implement and use the available data, the high end modeling techniques and the data as well as analytics expertise?
From what I have learned and experienced, companies are still not adequately prepared, hurting their ability to compete in the market.
This presentation will help executives and data professionals to understand the steps needed to create an analytics organization, and provide some real life examples on companies who succeeded and some who failed miserably.
Business digitalization trends and challengesSigma Software
The document discusses trends and challenges in business digitalization. It provides an overview of digital transformation from the perspectives of systems architecture, data, and infrastructure. Key points include:
- Digital transformation requires approaches like lean thinking, agile development, and data-driven decision making.
- Major challenges are managing growing data volumes, expectations for data quality, and regulatory compliance.
- Trends involve data governance, analytics, machine learning, APIs, microservices, and hybrid cloud infrastructure solutions.
- True digital transformation is about streamlining client collaboration and shortening time to market while managing complexity and costs.
Digital Marketing Trends 2023- Shereen BadrShereen Badr
We’re nearing the End of 2022 – that means preparing for your 2023 marketing game plan. Digital marketing topics gaining headlines include video content overtaking traditional web content, rising privacy concerns, and sales funnel marketing morphing. I’ve assembled the digital marketing trends for 2023 from a variety of trusted research sources
Product Strategy and Go to Market Model_SampleParesh Baghel
This product strategy document outlines elements of a company's product strategy including objectives, where to compete, how to compete, and future go-to-market models. It analyzes market segments, product variants, pricing, performance, differentiation, sales channels, and regional market sizes to guide strategic decisions around the company's portfolio. Key sections evaluate niche segments, product roles, sales and margins to inform strategies for developing and positioning the company's base, key, and pacing products.
Data monetization is generating revenue from data sources by capturing, analyzing, and disseminating data. It allows companies to sell data generated from customer interactions. To successfully monetize data, companies must understand their data assets, potential consumers, and how to add value through insights. A framework is needed to move raw data to solutions by assessing the data value stages from transactions to analytics. Various sectors can monetize data through use cases like banks providing merchant insights or telecom location data enabling targeted offers. Privacy and strategy are important considerations to effectively monetize data in the new digital economy.
Marketing automation software allows companies to:
1. Generate leads through SEO, content marketing, and social media.
2. Build relationships with decision makers at their own pace and level of interest.
3. Qualify leads and route them to sales.
Building a Data Strategy – Practical Steps for Aligning with Business GoalsDATAVERSITY
Developing a Data Strategy for your organization can seem like a daunting task – but it’s worth the effort. Getting your Data Strategy right can provide significant value, as data drives many of the key initiatives in today’s marketplace – from digital transformation, to marketing, to customer centricity, to population health, and more. This webinar will help demystify Data Strategy and its relationship to Data Architecture and will provide concrete, practical ways to get started.
Amplifying Storytelling with Influencer MarketingCarole Lamarque
Who do I make Influencers spread the story I would like?
With the hundreds of thousands of products launching every year and the amount of (digital) noise increasing exponentially,
brands need a solution that would allow them to distinguish themselves from that noise. Content Marketers believe that brands need to create influencers and advocates networks and communities to stay above the noise trough Storytelling.
What you will learn:
– You will learn how to sell and significantly increase word of mouth advertising through social and owned media
– We will determine who has influence, provide them with content and start a relationship that they’re going to respect
– That will bring our content into their community
All levels of marketing from junior to expert marketer can benefit from these methodology:
Marketing teamleaders, Segment managers, Community managers, Digital marketers, Communication managers, Business Development managers, Sales & Marketing directors, Social Media Manager, Business Unit Manager, PR managers.
Leverage all the customer data you have collected over the years and use these simple data analytic techniques to align your marketing expense better and identify your best customers.
Use this modern go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept.
IBM - Full year Go-to-market plan templateArrow ECS UK
1) The document outlines a marketing planning template for IBM business partners to generate software revenue growth. It includes identifying revenue targets, growth areas, projected revenue and leads needed to hit targets, and determining the target mix from new and existing customers.
2) The template provides guidance on selecting target industries, audiences, and key messages tailored to different stages of the buyer's journey. It also addresses allocating marketing and sales resources.
3) The template is designed to help business partners develop a full year marketing plan with targeted activities, timelines, budgets, and assigned responsibilities to generate qualified leads and achieve required revenue.
What is a Go-to-Market Strategy & How to Create OneCompellingPM
We often hear other PMs and executives say the word Go-to-Market Strategy and everyone nods their heads as if they know exactly what the other person really meant. But the reality is that within any given organization, there are as many ideas of what Go-to-Market Strategy means as there are senior level executives. And when Product Marketing is asked to develop a Go-to-Market Strategy, they are unlikely going to satisfy the expectations of all stakeholders because each one has a different expectation. In this webinar, we'll help you to create a common understanding of a Go-to-Market Strategy and what Product Marketing needs to do to effectively create one.
Key Takeaways from participating in this webinar:
- Develop a common definition for a Go-to-Market Strategy that can be shared with your organization
- Learn the seven elements that go into a complete Go-to-Market Strategy
- Understand the steps to creating your Go-to-Market Strategy
Move Beyond the Why To the What Now: How to Act on Your Analytics DataTinuiti
Between industry upheavals in attribution and emerging media channels like OTT, knowing where, how, and when to invest your limited media dollars to maximize results is only going to become more challenging in 2023.
The good news is that Tinuiti’s Analytics team has developed a robust system for driving performance marketing success through actionable insights—and they’re peeling back the curtain (just for our clients and no one else) to show how it’s done in this exclusive webinar.
Join Tinuiti’s Will Hammond, Executive Data Scientist, and Annica Nesty, Group Director of Integrated Intelligence, to learn how our team solves complex business challenges for brands of all sizes with cutting-edge marketing intelligence and media activation technology.
Driving Marketing Efficiency In The Consumer Goods Business With Advanced Ana...Gina Shaw
"Information is the oil of the 21st century, and analytics is the combustion engine" – Gartner
A large percentage of marketing efforts in a consumer goods business has little to no impact on sales. One primary reason for low-yield marketing campaigns is the inability to leverage data. Success in the consumer goods industry largely depends on the speed and accuracy of decision-making.
This eBook will help you discover:
1. Challenges marketers face in in the consumer goods business
2. The current state of marketing analytics
3. The overview and importance of advanced analytics
4. Traditional analytics vs advanced analytics
5. Advanced analytics solutions use cases in the areas of
- Measuring marketing effectiveness
- Optimizing marketing and advertising spend
- Sales forecasting
- Product portfolio management
- Marketing mix modelling
6. Driving analytics adoption within your organization with AI
7. Case study: How a global CPG company reduced marketing spend by 5% with advanced analytics
8. How you can get started right away?
Kathy Bachmann, Executive Vice President and Managing Director for Americas at MarketShare, discussed what it takes for marketers to understand the future of the global marketplace during her presentation at the 2015 Chief Marketing Officer Leadership Forum in Los Angeles on Jan. 27. In her presentation, Bachmann noted that the rising demand for marketing data has led many marketers to leverage sophisticated technologies, but marketers must understand how to optimize these tools to bolster their marketing campaigns.
How To Unify Data with Bespoke Dashboards for True InsightsTinuiti
Today’s landscape requires Marketing leaders to stay informed on a daily basis and act with purposeful agility. With an adaptive, frequently updated look across all channels and budget performance, marketers can expose inefficiencies and seize opportunities faster than their competitors to drive real business results. Join our insights experts to see how they empower clients with a fully customized and automated dashboard so they can spend more time acting on data opposed to pulling it.
What a Media Planner needs to know
Situation Analysis
Marketing Strategy Plan
Competitive Media Expenditure Analysis
Analysing the Data
International Competitive Analysis
Managing Media Planning and Buying
Sources of Marketing Data
This document outlines a case study on the marketing strategy and media planning of Chobani yogurt. It provides details on Chobani's increased advertising spending from 2009 to 2011 and its 2011 campaign focused on TV advertising. Competitors Activia and Fage are also discussed. The findings note the common media used by yogurt companies. The strategy recommends expanding magazine advertising and using more non-traditional media like grocery store flyers to reach new customers and implement a $26 million budget.
Disruption in the Advertising Industry_Final v2Linda Gridley
The document discusses disruption in the advertising industry due to changes in consumer behavior and new technologies. Key points include:
- Advertising has become a strategic issue for CEOs as digital technologies allow for more targeted, personalized ads based on consumer data.
- Traditional ad agencies are disrupted by new entrants like consulting firms, software/marketing automation companies, and ad tech firms that understand marketing's strategic role.
- The US digital ad market is growing faster than traditional media and will reach $103 billion by 2019, driven by growth in mobile and social spending.
- CMOs face challenges in integrating customer data and creating a cohesive customer experience across channels as the role shifts from creative to data and technology.
Media mix modeling with social media roi blaBLA101
Bottom-Line Analytics is a consulting group that focuses on marketing optimization modeling to maximize ROI for clients' marketing budgets. They have over 50 years of combined experience in marketing optimization modeling. Their modeling techniques identify relationships between sales and influencing factors to determine the most effective marketing channels and messages. They provide clients with sales decomposition, marketing ROI analysis, and an optimal marketing spend solution to increase revenues 4-8% without increasing budgets.
The document introduces marketing effectiveness measurement through econometrics. It poses questions about which marketing elements drive sales and discusses returns on investment. Three key factors impact sales: marketing investments, macroeconomic forces, and other variables. Econometric modeling can identify the incremental sales contribution of each marketing investment. The analysis provides insights such as the most effective marketing channels, returns on investments, saturation points, and seasonality effects. Case studies demonstrate how the approach answers specific business questions for various brands and industries.
When buzz words collide: what happens with Big Data meets Omnichannel MarketingThinkVine
This document discusses how big data and omnichannel marketing are changing the way marketers plan strategies. It notes that while big data offers opportunities, many marketers still struggle to realize value from it. The document argues that to gain value, marketers need to use big data for strategic planning rather than just tactics, focus first on "smart data" sources most relevant to their business, and transition from annual planning to more continuous optimization. It presents a software tool called ThinkVine that aims to help marketers optimize their marketing mix, forecast more accurately, and gain a competitive advantage through data-driven insights.
The document discusses social media monitoring and its importance for understanding customers. It defines social media monitoring and outlines key benefits such as getting feedback on marketing campaigns and monitoring competitors. The document then discusses approaches to measuring social media performance and provides examples of metrics. It also presents a case study of a bank that used social media monitoring to address issues and improve marketing.
Winterberry group - 2014 annual outlook - direct and digital marketing--dmcny...ANTS
This document provides an overview and outlook of direct and digital marketing in 2014. It summarizes 2013 performance, with digital capturing most new budget money, driven by targeted display and mobile ads. It discusses the rise of programmatic approaches to media buying and selling, which automate transactions through real-time bidding. While programmatic currently focuses on auctions, its use is expanding to audience segmentation and content optimization. Adoption challenges include addressing cross-device identification, data governance, and process optimization. The document forecasts continued growth in digital and direct spending in 2014, led by data-driven channels. It also discusses trends in content marketing, including the rise of sponsorships and native advertising to offset programmatic losses.
This Marketing Workshop was presented by Blueliner CEO, Arman Rousta on August 24th, 2011. It outlines creating a high ROI Digital Marketing Strategy. Based on the 7 Pillars of Digital Marketing.
For more information on Blueliner and the 7 Pillars of Digital Marketing, visit BluelinerNY.com
The document outlines an agenda for a two-day playbook on strategies for Q4 and the holiday season success. Day 1 includes sessions on maximizing the holiday season with Google, data measurement for Q4 planning, affiliate strategy, and email marketing creativity amid supply chain issues. Day 2 covers creating a Q4 retail media plan, using Prime Day data to prepare for Q4, developing a Q4 Walmart strategy, and a panel on holistic operations for the holidays.
Magna Global: Media Economy Report 20t4Brian Crotty
The document is a media economy report that discusses how data is changing businesses. It covers several topics:
1) Supply - Pervasive consumer connectivity generates new data that can be used for more precise targeting of audiences. Moving local TV trading to impressions-based transactions allows for more efficient buying processes and precise targeting.
2) Demand - Programmatic activity now permeates digital media buying and allows for automated execution and optimization of campaigns. Combining audience and contextual data in programmatic buying can drive results across marketing funnels.
3) New Value Drivers - Timing when reaching consumers is becoming more important, and data helps identify receptive audiences. New ways of understanding customer behavior and improving ROI with less waste are
Successful digital marketing ROI measurement considers reach, engagement, and conversion metrics across channels. It also takes industry differences into account. Firms that quantify variables like costs, traffic, conversion rates, and customer lifetime value can make more profitable investment decisions. The study will analyze measurement practices through a survey of global digital marketing managers in different industries. Insights on best practices from platform features and case studies will also be considered to develop a benchmark for cross-industry comparison. Results may show variability in ROI calculation methods between industries but execution quality as the differentiating factor for successful companies.
Study of Online Performance Marketing in China 2012: the Year in Review and l...GLG (Gerson Lehrman Group)
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Leveraging Media Mix Modeling to Drive Performance Marketing Results
1. 11:00 – 11:45am PST 12:30 – 1:15pm PST
Today’s Timeline
11:45am – 12:30pm PST
Unlock Your Brand’s Maximum Potential with
Data Analytics
TINUITI & TABLEAU
PRESENTS:
How To Unify Data with
Bespoke Dashboards for True
Insights
1:15pm – 2:00pm PST
TINUITI & SNOWFLAKE
PRESENTS:
Actionable Steps to Increase
CLV Across Your Integrated
Media Strategy
TINUITI & OBSERVEPOINT
PRESENTS:
Build a Foundation for Data
Integrity with Analytics Auditing
TINUITI & DATAROBOT
PRESENTS:
Leveraging Media Mix
Modeling to Drive Performance
Marketing Results
2. July, 2020
Leveraging Media Mix Modeling to Drive
Performance Marketing Results
Unlock Your Brand’s Maximum Potential with Data Analytics
3. ● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
Eyebrow Text
Today’s Logistics
Persephanie Arellano
Webinar Coordinator
5. 5
1. What is media mix modeling?
2. Why it’s a key tool in strategic media planning?
3. How DataRobot can be used to unlock the power of your
data to drive media performance results?
Agenda
6. Poll Question
Which channels are you currently
investing most in?
● Paid Search
● Paid Social
● Shopping
● Display
● Affiliate
8. 8
What is Media Mix Modeling?
Evaluates past marketing performance to measure how media channels drives sales to determine “true”
marketing ROI and optimal mix of media activity
Media Activity
(Paid search,
Social etc...)
Promotions
(Consumer
promotions etc..)
Economic
Conditions
(Unemployment
rate, Consumer
Price Index etc..)
Sales Units or
Sales Revenue
Other Factors
(New product
launch,
Competitor, Price)
2-5 years of historical data
● At least 5 years of monthly data
-OR-
● At least 2 years of weekly or daily
data
Review and assess historical
performance
Evaluate current marketing
initiatives
Optimize spend across media
channels
Mobius - Data
Requirements
Mobius - Model Requirements
Target Model Drivers
Future forecasts What if analysis Ongoing evaluation
Media Mix Model
9. 9
Things We Hear from Clients:
● How should we be allocating our total advertising budget to reach X ROI?
● How should we be adapting our budget allocation strategy based on COVID/X
macroeconomic trend?
● What media investment is needed for a 30% YoY revenue increase?
What We Offer:
A research project and analysis that breaks down which percentage of your marketing
budget should be going to which channels, using historical data to predict future ROI
Why is This Important?
Few marketers have the right data sources and framework to analyze their Marketing
spend across all channels and determine the right budget allocation strategy. Even fewer
have the ability to factor in economic conditions, competitors, the weather etc to ensure
the highest level of modeling accuracy. A precise media mix model will use your past data
to inform future ROI and investment strategy.
What Analytics Team Would Prescribe: Media Mix Model
Budget Allocation Strategy
10. 10
Things We Hear from Clients:
● Our board/exec team is asking for a forecast on Marketing’s impact on
revenue for the second half of the year/2021
● How will the recession/COVID-19/competitor spending trends impact our
future revenue?
What We Offer:
A research project that breaks down predicted future values of data series such as
sales volumes, revenue, new customers etc. Optional to include other 3rd party
data sources like S&P 500 trends, Consumer Confidence Index, Unemployment
rate, Kantar spend data, etc to further refine the forecast
Why is This Important?
Every business needs an accurate picture of future revenue and customer
acquisition/retention -- insight required for Marketing leaders to unlock more
efficient planning and resource allocation. Using your historical performance data,
we build precise forecasting models that can incorporate seasonality, business
changes, and macroeconomic conditions.
Solution: Forecasting (Basic & Advanced)
Poor Data Visibility & Actionability
11. 11
Media Mix Modeling + Forecasting Case Study
Client: eCommerce Brand
Highlights:
● Leveraging client data, marketing data, and machine
learning to address the following business questions:
○ What is the impact across digital channels?
○ What is the right mix of spend allocation that
drives the highest ROI?
○ How will the channels perform in the future based
on their optimized spend allocation?
○ What media investment is needed for a 30% YoY
revenue increase?
Background:
In order to predict a second-half of the year forecast and optimal
media mix and with a desire to make their marketing dollars
work smarter, an international ecommerce brand engaged Tinuiti
to develop a proprietary Media Mix Model along with a daily
forecast to maximize sales and revenue using Mobius.
Img Source: Unsplash
12. 12
Media Mix Modeling + Forecasting Case Study
Client: eCommerce Brand
Strategy:
In order to help our client achieve their goals, Tinuiti first
deployed Media Mix Modeling, a proprietary solution developed
in Mobius to help our client maximize their spend across their
digital marketing channels. This solution took into account the
last 2 years of digital marketing and revenue data, analyzing it by
market, tactic, and by day over this time period.
The client was mainly interested in understanding the optimal
spend levels for paid search, paid social, display, shopping (PLA),
and affiliate. In addition, our client asked Tinuiti to incorporate
organic search, direct traffic, referral traffic, and email traffic to
the forecast.
The data Tinuiti collected and analyzed in Mobius was used to
create models for future spend showing how changes in
investment across channels could impact revenue and sales.
Img Source: Unsplash
14. 14
Media Mix Modeling + Forecasting Case Study
Client: eCommerce Brand
Additional Elements that may be incorporated into the Mobius
models*:
● Pathmatics competitive spend trends (display, social)
● Kantar competitive spend trends (search/shopping, offline
media, broadcast, etc.)
● Financial Indicators
○ S&P 500 trends
○ Volatility Index
● Google Query (Trends) volume
● Macroeconomic Indicators
○ Consumer Confidence Index
○ Consumer Sentiment Index
○ Business Confidence Index
○ Unemployment Rate
● Population Density (where applicable)
● COVID-19 Specific
○ Cases, Deaths, Geography, Mobility Restriction Data
Img Source: Unsplash
*Some variables may increase scope
Media Activity
(Paid search,
Social etc...)
Promotions
(Consumer
promotions etc..)
Economic
Conditions
(Unemployment
rate, Consumer
Price Index etc..)
Sales Units or
Sales Revenue
Other Factors
(New product
launch,
Competitor, Price)
Mobius - Model Requirements
Target Model Drivers
16. Define Media ROI (MROI) across channels
Identify gains or losses in ROI across channels
MROISpend($K)
Data has been blinded MMM R^ Value: 0.929
17. 17
Media Mix Modeling + Forecasting Case Study
Client: eCommerce Brand
Results:
The full digital mix media model gave our client an extremely detailed analysis of where to optimize their spend across all digital
marketing channels. This included shifting dollars away from social, which historically had been at or near 30%, to search
(capturing current demand). An increase in affiliate and decrease in display were also needed to maximize revenue impact.
Data has been blinded MMM R^ Value: 0.929
18. 18
Media Mix Modeling + Forecasting Case Study
Client: eCommerce Brand
Results:
As part of the forecasting, after incorporating the ideal mix of media from the MMM, we worked to develop a detailed daily,
weekly and monthly forecast broken down by region all the while creating backtesting and holdout groups to test the validity
of the forecasting models. After optimizing the media mix, we developed ~80 different models bespoke for our client in
order to achieve the most accurate forecast possible. Below are the actual vs. predicted values for one of the channels
Data has been blinded
19. 19
Media Mix Modeling + Forecasting Case Study
Client: eCommerce Brand
Additional Information:
Media mix modeling has extreme levels of detail and does
significantly more than show what happened in the past.
The modeling portion of our proprietary MMM allows our
brands to ask “what if”? In this instance, “what media
spend will I need in order to hit a 30% YoY FY20 revenue
goal?”
This media mix model and subsequent forecasting
achieved a ~95% accuracy rate when predicting future
results.
Img Source: Unsplash
20. 20
Media Mix Modeling + Forecasting Case Study
Client: eCommerce Brand
Mobius Impact:
Because of the ideal media model and a highly tuned forecast,
we were able to show the exact media spend needed (by
channel) in order to achieve the 30% YoY revenue goal the
client had targeted.
IMS and channel execution teams leveraged the media model
findings to build robust, data-backed media plans.
Due to the success and accuracy of these models, the client
re-engaged Tinuiti to update and leverage the models to plan
their US and International business for FY21.
Img Source: Unsplash
21. How we Partner with DataRobot to optimize budget
allocation across the Media Mix to Increase ROI
22. DataRobot Marketing Mix App Overview
Upload the historical data
To start marketing mix modeling, drop the historical data and the metadata files in MMM app in DataRobot.
24. Based on the historical data, DataRobot builds a number of
models which one can further explore.
Model built on historical data
25. After the models are created on
historical data, DataRobot
creates visualizations to show
the incremental sales attributed
to each media.
Visualizations to understand the impact on sales by media
26. Based on the past performance
of the media and other relevant
features in the dataset, now you
can put in your total budget for a
future period and DataRobot
MMM app will efficiently allocate
that budget in different channels
that will help you optimize sales.
Optimization of future budget allocation
Optimization For Future Budget Allocation
27. The output is available in a
downloadable format for easy
post-modeling consumption.
The Output is available in a downloadable format
28. Key Takeaways
Media Mix Modeling quantifies media effectiveness
Data driven approach to optimize media mix and determine
future budget allocation
Media Mix Modeling uncovers insights to inform media
strategy and drive performance marketing results
29. 29
Tinuiti’s Mobius Suite
UNIFY
Connects, collects, and
synthesizes your data in
one place, with
visualization, integrations,
and reporting that makes
your insights easy to
understand and act on.
Think of it as the operating
system where all of your
data lives.
OPTIMIZE
Work within MobiusOS to
provide targeted analytics
products that allow us to
enhance and customize
the way your data is
analyzed to uncover
growth opportunities with
cutting-edge insights. We
can even create bespoke
apps, just for you.
ACTIVATE
Our powerful AI-enabled
eCommerce activation tool
set that uses product data
as the foundation on which
your media, bid, and feed
strategies are optimized
across campaigns for
maxim profitability.