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.
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Measuring the success of your marketing efforts is crucial for optimizing your campaigns. In this session, we’ll guide you through the process of reaching the right audience across multiple channels. Learn how to develop an effective media mix, understand incrementality, and leverage retargeting techniques.
Tinuiti’s Marketing Science expert will join App store optimization and app marketing tool, MobileAction, and leading mobile analytics and attribution provider, Singular. Say goodbye to guesswork and gain the insights you need to make data-driven decisions.
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.
Optimizing your paid and local search tactics helps reach customers —no matter where they are shopping. In this session, we partner with conversion experts Invoca to discuss how to build a winning paid and local search strategy for Q4.
Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1Tinuiti
If you’re looking to answer the most pressing question of 2023 – how can I more efficiently grow sales during Q1 with less budget? – then you won’t want to miss this session.
Join Tinuiti’s Commerce expert and Tinuiti client, organic food company, Nature’s Path, as they discuss effective ways to structure campaigns to drive conversions. The session will navigate the evolving channels in emerging marketplaces and how to stay on top.
SaaStrU 201: Revenue Marketing: Build for Scale with Podium's SVP, Revenue Ma...saastr
Jess Weimer / Senior Vice President, Revenue Marketing / Podium
Demand Generation is the staple function for any organization looking to increase “Demand”. Over the last decade, the function of Demand Generation gears to being a silo - where the function has its own KPIs, and often times vanity metrics, that cloud the picture. In this session, we will talk through the evolution of Demand Generation to Revenue Marketing, and how Revenue Marketing is critical to building for scale.
How to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday StrategyTinuiti
Learn how a holistic integrated media strategy including social, display, search, and shopping can help your brand conquer its Q4 goals. Discover how the power of data, media mix modeling, and Mobius – Tinuiti’s proprietary suite of marketing intelligence and media activation technology has led to client success.
Leveraging Measurement for Effective Audience Targeting and OptimizationTinuiti
Measuring the success of your marketing efforts is crucial for optimizing your campaigns. In this session, we’ll guide you through the process of reaching the right audience across multiple channels. Learn how to develop an effective media mix, understand incrementality, and leverage retargeting techniques.
Tinuiti’s Marketing Science expert will join App store optimization and app marketing tool, MobileAction, and leading mobile analytics and attribution provider, Singular. Say goodbye to guesswork and gain the insights you need to make data-driven decisions.
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.
Optimizing your paid and local search tactics helps reach customers —no matter where they are shopping. In this session, we partner with conversion experts Invoca to discuss how to build a winning paid and local search strategy for Q4.
Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1Tinuiti
If you’re looking to answer the most pressing question of 2023 – how can I more efficiently grow sales during Q1 with less budget? – then you won’t want to miss this session.
Join Tinuiti’s Commerce expert and Tinuiti client, organic food company, Nature’s Path, as they discuss effective ways to structure campaigns to drive conversions. The session will navigate the evolving channels in emerging marketplaces and how to stay on top.
SaaStrU 201: Revenue Marketing: Build for Scale with Podium's SVP, Revenue Ma...saastr
Jess Weimer / Senior Vice President, Revenue Marketing / Podium
Demand Generation is the staple function for any organization looking to increase “Demand”. Over the last decade, the function of Demand Generation gears to being a silo - where the function has its own KPIs, and often times vanity metrics, that cloud the picture. In this session, we will talk through the evolution of Demand Generation to Revenue Marketing, and how Revenue Marketing is critical to building for scale.
How to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday StrategyTinuiti
Learn how a holistic integrated media strategy including social, display, search, and shopping can help your brand conquer its Q4 goals. Discover how the power of data, media mix modeling, and Mobius – Tinuiti’s proprietary suite of marketing intelligence and media activation technology has led to client success.
Leveraging Media Mix Modeling to Drive Performance Marketing ResultsTinuiti
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.
Lecture for the Subject Tourism Marketing for the College of International Travel and Hospitality Management of the Lyceum of the Philippines Cavite for the Second Semester of Academic Year 2015-2016.
Marketing Analytics with Mcdonald's Data ScientistPromotable
Alex Gaski - Data Scientist @ Mcdonald's discusses marketing analytics from the Data Science perspective and how to get Better Marketing Measurement.
About Promotable: At Promotable, we create education solutions that empower career potential and advancement. We teach in-demand and marketable skills that can help anyone advance in his or her career.
From Digital Attribution to Marketing Mix ModellingPetri Mertanen
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Bottom of Funnel Conversion: Search and Display Strategies to Jump-Start 2023...Tinuiti
For both advertisers and consumers, the economic uncertainty of 2023 looms large. Now is the time to be agile with your search and display strategy so you can get ahead.
Tinuiti’s marketplaces experts will share best practices for leveraging campaign coverage, keyword and product targeting, growth tactics, and more during this session. Join us to learn more about how to beat the competition by focusing on bottom of the funnel conversions.
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Zero- and first-party data isn’t going anywhere – and while you know that, you may not have a comprehensive strategy for it yet. You’ve probably spotted inefficiencies across your messaging channels and are keen to convert that into opportunities to optimize for conversions – but you haven’t gotten there yet. And, like all marketers, you’re also likely highly concerned with getting the most performance out of every dollar you spend.
All of the above elements of lifecycle marketing are no longer just nice-to-have, but a need-to-have in order to succeed now and future proof your strategy.
The good news is that our experts know how to navigate these challenges and opportunities and partnered with some of our favorite industry experts to share their insights.
TitleABC123 Version X1Marketing Plan Outline and Timeline.docxjuliennehar
Title
ABC/123 Version X
1Marketing Plan Outline and Timeline
Marketing Plan
You are expected to develop a marketing plan, according to the outline below, for a product or service of your choosing. The product or service must be identified by the end of Week 1. The product or service you select is used to develop the assignments for Weeks 2 through Week 6. References must be included for each section.
There are no defined standards for the length of the marketing plan; however, your plan must disclose complete marketing strategies and provide reliable and valid references and data supporting the strategies to convince the target audience. The plan must be written in plain language that would be easily understood by stakeholders.
Marketing Plan Outline
Your final marketing plan must consist of the following sections. Refer to the timeline for due dates for each section and subsection. Assignments may include modifications to these lists. Please use lists provided in assignments only.
· Executive Summary:
· Strategic Objectives
· Products or Services
· Resources Needed
· Projected Outcomes
· Situational Analysis:
· Vision, Mission, Strategic objectives, Values
· Internal Analysis
· Strengths/Weaknesses
· Capability/Capacity
· Competitor’s Strengths/Weaknesses
· Technological Competency
· Product or Service Analysis
· Market Segments
· Research
· Primary Research
· Secondary Research
· Consumer Analysis
· Customer Profile
· Continuous Consumer Monitoring & Research
· Environmental Scanning
· Identify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces
· Current Opportunities
· Potential Future Opportunities
· Current Threats
· Potential Future Threat
· Target Market(s):
· Demographics
· Psychographics
· Ethical Issues
· Legal Issues
· Social Issues
· Product, Place/Distribution, Promotion, and Price Strategies:
· Product Descriptions and Product/Service Mix Strategies
· Product/Service Determinants
· Creating a Brand Image
· Maintaining Brand Image
· Branding Concerns
· Distribution Strategies
· Channels, Mass, Selective, Exclusive
· Promotion/Integrated Marketing Communication
· Advertising Strategy/Objectives
· Push and Pull
· Media Strategy
· Advertising Execution
· Sales Promotion
· Direct Marketing
· Public Relations/Strategies
· Positioning
· Dynamic/Static Pricing Strategies
Marketing Plan Timeline
Week 1: Marketing Plan Topic
· Consider your company and product or service selection in Week 1. You may select an existing type of product or service or a new product or service but it must be global or multi-regional. Once you have selected your product or service, you must define the size and type of company that provides the product or service (available from annual reports). This need not be elaborate but must include total number of employees, production volume, distribution methods, and so forth. Company and product or service selectio ...
From Ads to Warehouses to Doorsteps: Unlocking End-to-End Success on AmazonTinuiti
In this webinar, we partnered with Amazon sales analytics platform, Jungle Scout, to unpack how to rethink your KPIs on Amazon, the impact of operations on advertising, and how to win with an integrated approach.
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?
TitleABC123 Version X1Marketing Plan Outline and TimeTakishaPeck109
Title
ABC/123 Version X
1
Marketing Plan Outline and Timeline
1Marketing Plan Outline and Timeline
Marketing Plan
You are expected to develop a marketing plan, according to the outline below, for a product or service of your choosing. The product or service must be identified by the end of Week 1. The product or service you select is used to develop the assignments for Weeks 2 through Week 6. References must be included for each section.
There are no defined standards for the length of the marketing plan; however, your plan must disclose complete marketing strategies and provide reliable and valid references and data supporting the strategies to convince the target audience. The plan must be written in plain language that would be easily understood by stakeholders.
Marketing Plan Outline
Your final marketing plan must consist of the following sections. Refer to the timeline for due dates for each section and subsection. Assignments may include modifications to these lists. Please use lists provided in assignments only.
· Executive Summary:
· Strategic Objectives
· Products or Services
· Resources Needed
· Projected Outcomes
· Situational Analysis:
· Vision, Mission, Strategic objectives, Values
· Internal Analysis
· Strengths/Weaknesses
· Capability/Capacity
· Competitor’s Strengths/Weaknesses
· Technological Competency
· Product or Service Analysis
· Market Segments
· Research
· Primary Research
· Secondary Research
· Consumer Analysis
· Customer Profile
· Continuous Consumer Monitoring & Research
· Environmental Scanning
· Identify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces
· Current Opportunities
· Potential Future Opportunities
· Current Threats
· Potential Future Threat
· Target Market(s):
· Demographics
· Psychographics
· Ethical Issues
· Legal Issues
· Social Issues
· Product, Place/Distribution, Promotion, and Price Strategies:
· Product Descriptions and Product/Service Mix Strategies
· Product/Service Determinants
· Creating a Brand Image
· Maintaining Brand Image
· Branding Concerns
· Distribution Strategies
· Channels, Mass, Selective, Exclusive
· Promotion/Integrated Marketing Communication
· Advertising Strategy/Objectives
· Push and Pull
· Media Strategy
· Advertising Execution
· Sales Promotion
· Direct Marketing
· Public Relations/Strategies
· Positioning
· Dynamic/Static Pricing Strategies
Marketing Plan Timeline
Week 1: Marketing Plan Topic
· Consider your company and product or service selection in Week 1. You may select an existing type of product or service or a new product or service but it must be global or multi-regional. Once you have selected your product or service, you must define the size and type of company that provides the product or service (available from annual reports). This need not be elaborate but must include total number of employees, production volume, distribution methods, and so forth. ...
The Integrated Marketing Analytics Guidebook White Paper by BECKONAmanda Roberts
You have all the data in the world at your fingertips and your leadership team is waiting for strategic scorecards to come out of marketing. But what should you track, measure, report on and share? What metrics actually matter?
Leeds Digital Festival: How to justify your marketing spend to your bossXpand Marketing
Research shows that many marketing managers and executives are frustrated with the constant budget restraints and pushback that they face when trying to plan their company's marketing.
Is this you? If so, we’re here to tell you that it doesn't have to be this way.
In this webinar, Danni and Fran will discuss the common concerns and priorities of bosses or upper management when it comes to marketing spend.
We'll also share some proven strategies for aligning marketing objectives with the overall business strategy, proving the ROI of your marketing efforts, and building strong relationships with your boss and stakeholders.
By the end of this webinar, you'll have the tools and knowledge you need to justify your marketing budget and get the resources you need to succeed.
As marketers head into the third straight anomalous Q4 holiday season, you can no longer call it “unprecedented.” With anxiety about the economy, inflation, and supply chain challenges, this Q4 promises to be yet another period that will bring unique challenges and be hard to plan for.
Our experts have been collecting data-driven insights on how to navigate these challenges in order to see a successful Q4. In our Q4 Playbook, we'll cover everything you need to know, from Retail Media planning and holistic Marketplace operations to using Influencer, Affiliate and Lifecycle Marketing to reach and activate your ideal customers.
The 15 Minute Breakdown: The Answer to Signal LossTinuiti
Signal loss has been a challenge to navigate for marketers for quite some time now.
Signals have no where to go – but we found them a home. Let’s talk about it.
Join Tinuiti’s Data Privacy expert, Nirish Parsad, as he breaks down signal loss and shares insights on how to address one of marketing’s most pressing challenges – in just 15 minutes.
An Amazon Seller’s Guide to Operational Success: Driving Traffic from Externa...Tinuiti
Pushing organic traffic to Amazon is important, but marketers need to stay ahead of the competition and avoid spending valuable ad dollars on non-converting detail pages.
In this session, we will explain how sellers can achieve success by driving traffic to their storefront pages from outside sources and how to maximize review generation. Tinuiti’s retail operations expert will be joined by Amazon seller tools company, eComEngine, leading micro influencer marketing platform, Stack Influencer, and ad optimization toolkit, Ampd.
Leveraging Media Mix Modeling to Drive Performance Marketing ResultsTinuiti
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.
Lecture for the Subject Tourism Marketing for the College of International Travel and Hospitality Management of the Lyceum of the Philippines Cavite for the Second Semester of Academic Year 2015-2016.
Marketing Analytics with Mcdonald's Data ScientistPromotable
Alex Gaski - Data Scientist @ Mcdonald's discusses marketing analytics from the Data Science perspective and how to get Better Marketing Measurement.
About Promotable: At Promotable, we create education solutions that empower career potential and advancement. We teach in-demand and marketable skills that can help anyone advance in his or her career.
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?
Bottom of Funnel Conversion: Search and Display Strategies to Jump-Start 2023...Tinuiti
For both advertisers and consumers, the economic uncertainty of 2023 looms large. Now is the time to be agile with your search and display strategy so you can get ahead.
Tinuiti’s marketplaces experts will share best practices for leveraging campaign coverage, keyword and product targeting, growth tactics, and more during this session. Join us to learn more about how to beat the competition by focusing on bottom of the funnel conversions.
The Most Important KPIs to Really Drive Your Lifecycle ProgramTinuiti
Zero- and first-party data isn’t going anywhere – and while you know that, you may not have a comprehensive strategy for it yet. You’ve probably spotted inefficiencies across your messaging channels and are keen to convert that into opportunities to optimize for conversions – but you haven’t gotten there yet. And, like all marketers, you’re also likely highly concerned with getting the most performance out of every dollar you spend.
All of the above elements of lifecycle marketing are no longer just nice-to-have, but a need-to-have in order to succeed now and future proof your strategy.
The good news is that our experts know how to navigate these challenges and opportunities and partnered with some of our favorite industry experts to share their insights.
TitleABC123 Version X1Marketing Plan Outline and Timeline.docxjuliennehar
Title
ABC/123 Version X
1Marketing Plan Outline and Timeline
Marketing Plan
You are expected to develop a marketing plan, according to the outline below, for a product or service of your choosing. The product or service must be identified by the end of Week 1. The product or service you select is used to develop the assignments for Weeks 2 through Week 6. References must be included for each section.
There are no defined standards for the length of the marketing plan; however, your plan must disclose complete marketing strategies and provide reliable and valid references and data supporting the strategies to convince the target audience. The plan must be written in plain language that would be easily understood by stakeholders.
Marketing Plan Outline
Your final marketing plan must consist of the following sections. Refer to the timeline for due dates for each section and subsection. Assignments may include modifications to these lists. Please use lists provided in assignments only.
· Executive Summary:
· Strategic Objectives
· Products or Services
· Resources Needed
· Projected Outcomes
· Situational Analysis:
· Vision, Mission, Strategic objectives, Values
· Internal Analysis
· Strengths/Weaknesses
· Capability/Capacity
· Competitor’s Strengths/Weaknesses
· Technological Competency
· Product or Service Analysis
· Market Segments
· Research
· Primary Research
· Secondary Research
· Consumer Analysis
· Customer Profile
· Continuous Consumer Monitoring & Research
· Environmental Scanning
· Identify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces
· Current Opportunities
· Potential Future Opportunities
· Current Threats
· Potential Future Threat
· Target Market(s):
· Demographics
· Psychographics
· Ethical Issues
· Legal Issues
· Social Issues
· Product, Place/Distribution, Promotion, and Price Strategies:
· Product Descriptions and Product/Service Mix Strategies
· Product/Service Determinants
· Creating a Brand Image
· Maintaining Brand Image
· Branding Concerns
· Distribution Strategies
· Channels, Mass, Selective, Exclusive
· Promotion/Integrated Marketing Communication
· Advertising Strategy/Objectives
· Push and Pull
· Media Strategy
· Advertising Execution
· Sales Promotion
· Direct Marketing
· Public Relations/Strategies
· Positioning
· Dynamic/Static Pricing Strategies
Marketing Plan Timeline
Week 1: Marketing Plan Topic
· Consider your company and product or service selection in Week 1. You may select an existing type of product or service or a new product or service but it must be global or multi-regional. Once you have selected your product or service, you must define the size and type of company that provides the product or service (available from annual reports). This need not be elaborate but must include total number of employees, production volume, distribution methods, and so forth. Company and product or service selectio ...
From Ads to Warehouses to Doorsteps: Unlocking End-to-End Success on AmazonTinuiti
In this webinar, we partnered with Amazon sales analytics platform, Jungle Scout, to unpack how to rethink your KPIs on Amazon, the impact of operations on advertising, and how to win with an integrated approach.
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?
TitleABC123 Version X1Marketing Plan Outline and TimeTakishaPeck109
Title
ABC/123 Version X
1
Marketing Plan Outline and Timeline
1Marketing Plan Outline and Timeline
Marketing Plan
You are expected to develop a marketing plan, according to the outline below, for a product or service of your choosing. The product or service must be identified by the end of Week 1. The product or service you select is used to develop the assignments for Weeks 2 through Week 6. References must be included for each section.
There are no defined standards for the length of the marketing plan; however, your plan must disclose complete marketing strategies and provide reliable and valid references and data supporting the strategies to convince the target audience. The plan must be written in plain language that would be easily understood by stakeholders.
Marketing Plan Outline
Your final marketing plan must consist of the following sections. Refer to the timeline for due dates for each section and subsection. Assignments may include modifications to these lists. Please use lists provided in assignments only.
· Executive Summary:
· Strategic Objectives
· Products or Services
· Resources Needed
· Projected Outcomes
· Situational Analysis:
· Vision, Mission, Strategic objectives, Values
· Internal Analysis
· Strengths/Weaknesses
· Capability/Capacity
· Competitor’s Strengths/Weaknesses
· Technological Competency
· Product or Service Analysis
· Market Segments
· Research
· Primary Research
· Secondary Research
· Consumer Analysis
· Customer Profile
· Continuous Consumer Monitoring & Research
· Environmental Scanning
· Identify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces
· Current Opportunities
· Potential Future Opportunities
· Current Threats
· Potential Future Threat
· Target Market(s):
· Demographics
· Psychographics
· Ethical Issues
· Legal Issues
· Social Issues
· Product, Place/Distribution, Promotion, and Price Strategies:
· Product Descriptions and Product/Service Mix Strategies
· Product/Service Determinants
· Creating a Brand Image
· Maintaining Brand Image
· Branding Concerns
· Distribution Strategies
· Channels, Mass, Selective, Exclusive
· Promotion/Integrated Marketing Communication
· Advertising Strategy/Objectives
· Push and Pull
· Media Strategy
· Advertising Execution
· Sales Promotion
· Direct Marketing
· Public Relations/Strategies
· Positioning
· Dynamic/Static Pricing Strategies
Marketing Plan Timeline
Week 1: Marketing Plan Topic
· Consider your company and product or service selection in Week 1. You may select an existing type of product or service or a new product or service but it must be global or multi-regional. Once you have selected your product or service, you must define the size and type of company that provides the product or service (available from annual reports). This need not be elaborate but must include total number of employees, production volume, distribution methods, and so forth. ...
The Integrated Marketing Analytics Guidebook White Paper by BECKONAmanda Roberts
You have all the data in the world at your fingertips and your leadership team is waiting for strategic scorecards to come out of marketing. But what should you track, measure, report on and share? What metrics actually matter?
Leeds Digital Festival: How to justify your marketing spend to your bossXpand Marketing
Research shows that many marketing managers and executives are frustrated with the constant budget restraints and pushback that they face when trying to plan their company's marketing.
Is this you? If so, we’re here to tell you that it doesn't have to be this way.
In this webinar, Danni and Fran will discuss the common concerns and priorities of bosses or upper management when it comes to marketing spend.
We'll also share some proven strategies for aligning marketing objectives with the overall business strategy, proving the ROI of your marketing efforts, and building strong relationships with your boss and stakeholders.
By the end of this webinar, you'll have the tools and knowledge you need to justify your marketing budget and get the resources you need to succeed.
As marketers head into the third straight anomalous Q4 holiday season, you can no longer call it “unprecedented.” With anxiety about the economy, inflation, and supply chain challenges, this Q4 promises to be yet another period that will bring unique challenges and be hard to plan for.
Our experts have been collecting data-driven insights on how to navigate these challenges in order to see a successful Q4. In our Q4 Playbook, we'll cover everything you need to know, from Retail Media planning and holistic Marketplace operations to using Influencer, Affiliate and Lifecycle Marketing to reach and activate your ideal customers.
Similar to May Your Data be Measurable and Right (20)
The 15 Minute Breakdown: The Answer to Signal LossTinuiti
Signal loss has been a challenge to navigate for marketers for quite some time now.
Signals have no where to go – but we found them a home. Let’s talk about it.
Join Tinuiti’s Data Privacy expert, Nirish Parsad, as he breaks down signal loss and shares insights on how to address one of marketing’s most pressing challenges – in just 15 minutes.
An Amazon Seller’s Guide to Operational Success: Driving Traffic from Externa...Tinuiti
Pushing organic traffic to Amazon is important, but marketers need to stay ahead of the competition and avoid spending valuable ad dollars on non-converting detail pages.
In this session, we will explain how sellers can achieve success by driving traffic to their storefront pages from outside sources and how to maximize review generation. Tinuiti’s retail operations expert will be joined by Amazon seller tools company, eComEngine, leading micro influencer marketing platform, Stack Influencer, and ad optimization toolkit, Ampd.
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Diversifying your media mix leads to higher conversions – but what is the best way to do it?
Tune in to this session to hear from Tinuiti’s marketplace expert on how you can go beyond harvesting existing demand by diversifying your media mix. We’ll dive into the opportunities of Online Video (OLV), Streaming TV, incrementality, and how they all interface with AMC.
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Learn how to make every moment shoppable and join Tinuiti’s Marketplaces expert and sustainable advertising platform, Teads, to understand the importance of driving middle of the funnel tactics, and the latest tips on how to do so.
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May Your Data be Measurable and Right
1. 2022 Playbook for Q4
and Holiday Success
DAY 1 - WEDNESDAY, AUGUST 24TH
Trends & Good Tidings: How to Maximize the Holiday
Season with Google
10am PT | 1pm ET
May Your Data be Measurable and Right
10:35am PT | 1:35pm ET
Sleigh Your Affiliate Strategy: How to Strategize for Q4
11:10am PT | 2:10pm ET
Bah Humbug! Getting Creative With Email Marketing
Content in the Age of Supply Chain Issues
11:45 am PT | 2:45 pm ET
DAY 2 - WEDNESDAY, AUGUST 31st
Deck the Halls of Retail Media: Creating Your Q4
Plan
10am PT | 1pm ET
How to Use Prime Day Data to Prepare for the Q4
Season
10:35am PT | 1:35pm ET
Unwrap a New Q4 Walmart Strategy
11:10am PT | 2:10pm ET
Ho Ho Ho(listic) Operations Panel: Strategy,
Fulfillment, and Forecasting for the Holiday Season
11:45 am PT | 2:45 pm ET
1
3. Today’s Logistics
Kerry Mallett
Senior Content Specialist,
Webinar
Recording & slides from today will be in your inbox
tomorrow
Download relevant resources
Join our chat and submit questions for live Q&A
Log back anytime with same link
Join our poll questions - including if you want to talk to
our teams after!
3
4. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+
4
7. Agenda
● Things To Consider When Planning For Q4
● Measurement Solutions That Can Be Used
To Define A Strategic Q4 Plan That Will
Deliver Growth
● Key Takeaways
● Q&A
7
8. Do your KPIs or performance
goals change for Q4?
● They do a lot
● They do slightly
● We use the same KPIs all year
POLL
8
9. How do you measure Q4 success?
● Last click CPMs
● ROAS
● Cost per acquisition
● YOY growth in sales revenue or volume
● Something else - tell us in the chat!
POLL
9
10. Things to consider when planning for Q4
● Seasonality/Holiday Trends
● Current macroeconomic trends
● Increase in marketing cost/ad spend
● Increase in competition
● Balancing the marketing mix to maximize return on investment
● Balancing for changes in buyers behavior across points of sale: In Store vs. Online
Q4
October November December
10
11. 11
Analyzes sales patterns over time and
determine contribution to sales across key
inputs ( media channels, promotions etc...)
Changes in efficiency and performance -
CPA, ROAS, CPC
Optimize budget allocation and forecast
future sales across spend scenarios
WHAT
HAS HAPPENED?
WHY
IT HAPPENED?
WHAT
DO I DO ABOUT IT?
Marketing effectiveness / efficiency and
base trends are calculated to explain
volume change
Provide tangible recommendations
to optimize future marketing plans
Decompose engagement and product
interest to understand volumetric impacts
of marketing / operational activities
Questions To Ask When Developing A Q4 Plan Using Data
And Analytics
12. Measurement Solutions That Help Inform Q4 Strategy
And Monitor Performance
Pre
● Evaluating performance prior year Q4 and
prior months leading up to Q4.
● Quantifying the contribution from holiday
during prior Q4.
● Testing media mix scenarios to determine
what is most optimal for your brand.
● Setting holiday goals based on media
investment
During
● Tracking performance against goal
● Monthly refresh
Post
● Evaluating Q4 performance. Setting Q1 goals
Pre
● Compare change in attribution during holiday
vs. non holiday periods.
● Determine the ranking of channel
effectiveness during the holiday season.
● Determine which channels drove high value
customers during the holiday season.
● Determine which channels drove new
customers during the holiday season.
● Determine which channels were most
effective online vs. in store
During & Post
● Daily, weekly or monthly tracking of
contribution across channels vs. spend
allocation
Pre
● Using experimental frameworks to test, learn
and measure the impact/lift associated with
budget shifts, starts/stops, promos, new
product/services
During & Post
● Measure lift from the increase in budget and
changes in investment across the funnel
during holiday season using synthetic
controls.
Marketing Mix Modeling (MMM) Multi Touch Attribution (MTA) Incrementality Testing
12
14. 14
Media Activity:
Channel Level
(Paid search, Social
etc...)
Operational
Activity
Promotions, product
launch etc..)
External Factors
(Unemployment rate,
Competitor Spend,
COVID etc..)
Sales Units or
Sales Revenue
TARGET MODEL DRIVERS
DATA REQUIREMENTS MODEL REQUIREMENTS
Minimum of
1-3 YEARs
of historical data
MARKETING MIX MODEL
Review and assess
historical performance
Future forecasts
Evaluate current
marketing initiatives
What if analysis
Optimize spend across
media channels
Ongoing evaluation
Evaluates past marketing performance to measure how media channels drives sales to determine “true” marketing ROI
and optimal mix of media activity. Delivers multi channel attribution measurement
Marketing Mix Modeling Overview
15. Current
View
Post MMM
View
OPTIMIZE
Marketing Mix Models Help Us To Assess Opportunities
For Growth And Identify Areas Where We Can
Improve Efficiency In Q4
15
● What is the optimal mix of media
in Q4?
● How much should we change our
level and allocation of our media
investment to increase ROI in Q4?
● How should we be adapting our
budget allocation strategy based
on seasonal trends of Q4?
● What media investment is needed
in Q4 to generate a 10% lift in sales
YoY?
Econometric models are used to
decompose the contribution of Media
MARKETING MIX MODEL
16. Your MMM Solution Should Include These Elements
16
Business Outcomes
● Sales Volume
● Sales Revenue
● New Customers
● Leads
Key Segments
● Geos - DMAs| Region| Zip |
Countries
● Business Type / Service
Lines
● Product Type / Category
● Key points in time
Media
● Online Media ( Search,
Social,OTT, Display etc...)
● Offline Media ( TV, Direct
Mail, Outdoor,OOH, Print,
Radio etc..)
● Campaign
● Platform
● Tactic- Brand|Non Brand |
Prospecting| Retargeting
● Upper | Mid | Lower Funnel
● Local vs. regional vs.
national
Non Media
● Promotions
● Product Launches
● Creative
Macroeconomics
● GDP
● Unemployment
● CPI
● Volatility index
● COVID Impact
● Global Events
Competitor Performance
● Media Spend
Weather
Holiday/Seasonality
Because no model
is perfect
BUSINESS
OUTCOME
MARKETING
FACTORS
NON-MARKETING
FACTORS
ERROR
17. How Do We Use The Insights From An MMM To Drive
Growth In Q4?
● Multi channel attribution
● Measure channel effectiveness and
how that changes overtime
● Unique contribution of
channel/tactics
● Assess channel spend saturation
● Explore sales response based
on various levels of spend
● Determine channels that can be
used to push spend and drive
growth vs. channels where spend
can be scaled back
● Determine the most effective budget
allocation based on media mix
channel ROI
● Test various budget allocations to
forecast future performance and
determine which plan provides the
best return on investment over time
ATTRIBUTION
SATURATION & DIMINISHING
RETURNS ASSESSMENT
OPTIMIZATION AND FORECASTING
17
19. 19
Multi-Touch Attribution Overview
This is achieved by mapping out the customer journey, and each step in that journey, that leads to a conversion.
Relationships are examined between them to estimate the unique contribution each step has in the conversion path.
Delivers multi touch attribution measurement beyond traditional last-click attribution.
Media Activity - Individual Level
(Paid search, Social etc...)
Sales Units or
Sales Revenue
MOBIUS: DATA REQUIREMENTS MOBIUS: MODEL REQUIREMENTS
Minimum of
1 MONTH
of historical data
TARGET MODEL DRIVERS
MULTI-TOUCH ATTRIBUTION MODEL
Review and assess
historical attribution
Ongoing evaluation
Evaluate salience of channels
in customer segments
Future optimization
Evaluate top converting
paths
Future execution
23. Incrementality Solutions Can Solve for Many Challenges
INCREASE/DECREASE
IN MEDIA SPEND
CAMPAIGN EFFECTIVENESS;
UPPER FUNNEL TACTIC
EFFECTIVENESS
CREATIVE, MESSAGING,
OFFERS
EXPANSION TO NEW
MEDIA CHANNELS &
NEW PRODUCT LINES
23
THIS EXPERIMENTAL FRAMEWORK ALLOWS US MEASURE AND QUANTIFY THE IMPACT OF:
Be more informed about impact of
changes in budgets, which helps
improve optimization efforts
Measure the impact on sales;
analyze what is driving the strongest
response across audience segments
Using data to inform how
effective changes in messaging
and/or creative is at reaching
target audience
Test the impact of a new media
channel, new product lines and
leverage insights to scale
investment. Ongoing measurement
of impact of changes in advertising
24. GEO MATCH MARKET GEO / AUDIENCE SPLIT MARKET SYNTHETIC CONTROL
Incrementality Measurement Types We Can Leverage In Q4
● In this measurement approach the test or
exposed group is a specific market(s).
● The remaining markets would be evaluated
to determine if there is a single market or
group of markets that is comparable to the
exposed group (a “match”).
● We will use the difference between the
matched markets to determine if there was
a statistically significant incremental lift
due to the intervention.
● In this measurement approach we split the
audiences and/or markets - DMA, State,
City or Zip level geos into randomized,
comparable groups
● This is dependent on the ability to execute
media at the specified audience and geo
level.
● The test group would be exposed to the
intervention, while the control group would
remain business as usual.
● This approach is used if we are unable to
define a balanced test/control group, or
execute media on the geo/audience
grouping approaches described.
● We will develop a predictive model based
upon historical data before the intervention
or change in strategy.
● The model will be used as a synthetic
control to help us predict what the
performance would have been if there was
no intervention.
24
TEST CONTROL
TEST CONTROL
Recommended
25. Causal Analysis Using A Synthetic Control Enables Always
On Incrementality Measurement
Why Synthetic Incrementality Design? What insights can be gained from synthetic incrementality?
● A synthetic control framework is:
○ Always-On
○ Non-disruptive
○ Privacy robust (no user level data needed)
○ Reduces test contamination
● What media channel is driving the largest share of incremental
sales?
● An “always on” measurement framework can track
the effects of changes to the following:
○ Budgets
○ Bids
○ Targeting Type (Branded, Category,
Conquesting)
○ Product Focuses
○ Placement Types
○ Total Investment Strategy (ads on or off)
● How do increase spend on non-brand campaigns impact
incremental sales?
● How do pullbacks on brand spend impact total sales?
● Are there certain products that drive more incremental sales for
the brand?
● What is the threshold for bid increases to impact sales?
● How does digital investment impact total incremental sales
(in-store & ecomm)?
25
26. Agile incremental approach that provides granular
insights
26
1. TRAIN
Start Day
2. PREDICT 3. MEASURE
Synthetic
Control
27. Key Takeaways
1. Different analytics solutions answer different,
but valid, questions for your business
performance in Q4
2. Help your decision-making process with the
question: “If I have this data, what can I do
with it to drive results?”
3. Combining multiple measurement tools gives a
more robust view of your performance than
any single measurement technique can
achieve alone.
27
32. 2022 Playbook for Q4
and Holiday Success
DAY 1 - WEDNESDAY, AUGUST 24TH
Trends & Good Tidings: How to Maximize the Holiday
Season with Google
10am PT | 1pm ET
May Your Data be Measurable and Right
10:35am PT | 1:35pm ET
Sleigh Your Affiliate Strategy: How to Strategize for Q4
11:10am PT | 2:10pm ET
Bah Humbug! Getting Creative With Email Marketing
Content in the Age of Supply Chain Issues
11:45 am PT | 2:45 pm ET
DAY 2 - WEDNESDAY, AUGUST 31st
Deck the Halls of Retail Media: Creating Your Q4
Plan
10am PT | 1pm ET
How to Use Prime Day Data to Prepare for the Q4
Season
10:35am PT | 1:35pm ET
Unwrap a New Q4 Walmart Strategy
11:10am PT | 2:10pm ET
Ho Ho Ho(listic) Operations Panel: Strategy,
Fulfillment, and Forecasting for the Holiday Season
11:45 am PT | 2:45 pm ET
32