With Digital's increased importance in the marketing mix, brand leaders are naturally concerned with measuring and proving its efficacy. With Digital, there is no shortage of data to evaluate as part of this process. But all that data brings with it a new challenge – identifying which metrics we should care about, and how to best measure them. This paper examines the current state of digital measurement and opines for more scientific measurement approach utilizing a test and control methodology.
The biggest problems facing marketers today is how to drive business amidst the rapidly changing environment. This presentation details the effects of limitless media on consumers, their changes in their desires, and how to systematically build marketing programs to drive demand in the infinite media landscape.
Insights Throughout the CPG Brand LifecycleNM Incite
NM Incite’s social media research and analytics offer brands insight into real-time, authentic consumer expression that can transform how marketers build strong brands, create passionate and engaged communities and ultimately achieve superior sales outcomes. Learn how NM Incite’s solutions can be layered with other Nielsen assets to produce powerful insights, providing a valuable competitive advantage.
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?
How An AI-Powered Trade Promotion Optimization Software Can Improve Consumer ...Gina Shaw
Artificial Intelligence (AI) will happen in both TPx and Retail Execution sooner than you probably think – Promotion Optimization Institute
According to Nielsen Holdings, 40% of Consumer Goods trade promotion spending doesn’t drive the desired results. Even though the trade promotions spend take up a lion’s share of the organizational revenue, traditionally manufacturers have always struggled in optimizing their promotion mix for the maximum bang for the buck.
With the advancements in AI technologies, it is now possible to powerfully harness data and run high-yield trade promotions.
What You Can Expect From The eBook?
1. Key Trade Promotion Optimization (TPO) challenges faced today
2. What is AI in the context of TPO?
3. How AI helps run profitable trade promotions?
4. What an AI-Powered analysis looks like?
5. Case-studies
6. How you can get started right away!
Change Management for Demand Geneation eBook Mathew Sweezey
Change Management is not an easy road to head down...
However, in this crazy, sophisticated world of B2B marketing, you must address Change Management as a critical component of Demand Generation if you want to drive real success, real revenue.
This eBook shows you how to Stay Relevant, Productive and Sane and manage the Changing Landscape of Demand Generation written by Mathew Sweezey and Carlos Hidalgo.
This eBook will help you identify and implement effective Change Management principals to help effectively drive Demand Generation success for your organization.
Why the status quo no longer works- Change Management is the missing link
How to identify the barriers to Change
Strategic steps to take to implement Change Management
The realities of Change
Follow these eight steps to rise up out of the marketing data weeds and start beautifully communicating the business impact of everything marketing does.
The biggest problems facing marketers today is how to drive business amidst the rapidly changing environment. This presentation details the effects of limitless media on consumers, their changes in their desires, and how to systematically build marketing programs to drive demand in the infinite media landscape.
Insights Throughout the CPG Brand LifecycleNM Incite
NM Incite’s social media research and analytics offer brands insight into real-time, authentic consumer expression that can transform how marketers build strong brands, create passionate and engaged communities and ultimately achieve superior sales outcomes. Learn how NM Incite’s solutions can be layered with other Nielsen assets to produce powerful insights, providing a valuable competitive advantage.
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?
How An AI-Powered Trade Promotion Optimization Software Can Improve Consumer ...Gina Shaw
Artificial Intelligence (AI) will happen in both TPx and Retail Execution sooner than you probably think – Promotion Optimization Institute
According to Nielsen Holdings, 40% of Consumer Goods trade promotion spending doesn’t drive the desired results. Even though the trade promotions spend take up a lion’s share of the organizational revenue, traditionally manufacturers have always struggled in optimizing their promotion mix for the maximum bang for the buck.
With the advancements in AI technologies, it is now possible to powerfully harness data and run high-yield trade promotions.
What You Can Expect From The eBook?
1. Key Trade Promotion Optimization (TPO) challenges faced today
2. What is AI in the context of TPO?
3. How AI helps run profitable trade promotions?
4. What an AI-Powered analysis looks like?
5. Case-studies
6. How you can get started right away!
Change Management for Demand Geneation eBook Mathew Sweezey
Change Management is not an easy road to head down...
However, in this crazy, sophisticated world of B2B marketing, you must address Change Management as a critical component of Demand Generation if you want to drive real success, real revenue.
This eBook shows you how to Stay Relevant, Productive and Sane and manage the Changing Landscape of Demand Generation written by Mathew Sweezey and Carlos Hidalgo.
This eBook will help you identify and implement effective Change Management principals to help effectively drive Demand Generation success for your organization.
Why the status quo no longer works- Change Management is the missing link
How to identify the barriers to Change
Strategic steps to take to implement Change Management
The realities of Change
Follow these eight steps to rise up out of the marketing data weeds and start beautifully communicating the business impact of everything marketing does.
Innovations in marketing effectiveness measurement Michael Wolfe
A new and innovative approach in marketing ROI measurement. Goes beyond traditional marketing mix models by 1) developing long-term ad effects measurements, 2) measuring media message and creative, 3) quantifying the interactions or synergies across the marketing mix and 4) measuring the voice-of-the customer through social media
We are in the midst of the next great transformative era in the media business. The digital age, supported by data, technology, and predictive analytics has created a new opportunity to be more precise, more efficient, and more effective with our clients’ media investments:
- New ways of identifying who your customers are.
- New ways of reaching and influencing them at critical moments.
New ways of discovering the 50% of advertising that works, and avo- iding the 50% that doesn’t.
This reports analyses the state to digital media and its impact on the future.
For further information please look up your regional contact here: http://news.ipgmediabrands.com/magna-global/press-releases/
How Artificial Intelligence is Impacting Marketing Today and How Smart Market...Mark Osborne
Overview of Artificial Intelligence AI and Machine Learning technologies that are impacting marketing today, and how marketers can plan their career and build the relevant computer science / engineering / statistics / and data-driven decision-making skills to excel in the future. Covers relevant algorithms, and marketing strategies like segmentation, targeting, and positioning, and how marketers can prepare
Marketers are stepping up to drive business results. Creating more networked organizations, targeting above-market growth, and capturing - then using - effective customer insights are core capabilities.
Demonstration and validation of social media's impact on brand sales and performance and the wealth of insights derived from that. Why social media reflects the "customer experience" and why companies need to understand it and culitvate this experience.
Great report by Accenture consolidating research insights and high-level tactics for B2B organizations and leaders to transform their B2B go to market in a post-Covid era.
Marketing is increasingly an advanced technology discipline. When well used, it can improve marketing effectiveness 15% - 25%. But using marketing technology effectively is about more than just tech; it's about creating an engine that runs smoothly and evolves continuously. For more, read "How digital marketing operations can transform business" (http://www.mckinsey.com/insights/marketing_sales/how_digital_marketing_operations_can_transform_business)
4C CMO Aaron Goldman and VP, Business Intelligence, Advertiser Perceptions Justin Fromm discuss recent research into audience-based advertising from 4C and Advertiser Perceptions on this webinar. www.4Cinsights.com/advertiser-perceptions
Timely, efficient, flexible and consistent. That’s what marketers want most when it comes to marketing analytics. And that’s what Union Bank was after when it came to Beckon for a marketing analytics solution
This new Spotlight Report explores the goals and challenges associated with marketing analytics. It shows how marketing success is measured, evaluated, reported and optimized. The report data and charts are based on a comprehensive survey of marketing professionals in our Technology Marketing Community on LinkedIn.
Key findings include:
- Marketers expect four key benefits from marketing analytics: (1) better understanding which marketing platforms deliver the most ROI, (2) better prioritization of marketing tactics, (3) better marketing message and positioning, and (4) better demonstration of the value marketing contributes to sales.
- Gaining actionable insights from marketing analytics is by far the most important business objective. Being able to combine data to achieve those insights is the top operational objective.
- Lack of resources, data quality, and lack of system integration are the most mentioned challenges.
- Marketing analytics budgets are expected to grow for about half of respondents.
- The most popular applications for marketing analytics are Google Analytics and Microsoft Excel.
We hope you will enjoy the report - you can download it here: http://www.marketingbuddy.com/download-the-marketing-analytics-report/
The Consumer Decision Journey (CDJ) helps businesses and marketers focus on the four key battlegrounds to develop critical insights that inform marketing and MROI objectives. In this presentation, McKinsey's Dave Elzinga explores how the CDJ has evolved, and how the digital revolution has made "initial consideration" the must-win battleground for marketers and businesses alike.
In recent years loyalty programs that reward buyers for sticking with the brand have steadily grown in popularity. Between 2008 and 2012, U.S. loyalty memberships increased by 10 percent per year – reaching over 23 memberships per household. But for all their growth and popularity, do loyalty programs really pay off for the companies that offer them? A recent McKinsey study suggests that on average, they do not – and may in fact destroy value for program owners. For more on loyalty, visit: http://www.mckinseyonmarketingandsales.com/topics/loyalty
The Age Of New Reality Marketing V5.1 FinalTony Mooney
It\'s been a bug-bear of mine for many years that the average marketing skill set has not moved on very much from the 1960\'s model of 4 \'P\'s (Product, Price, Promotion, Place). Or that marketing is still largely synonomous with advertising - and spam advertising at that. This is a presentation I did to a marketing forum out in Singapore, where I\'ve tried to outline the new capabilities of the marketer of the 21st century. I also postulate the (controversial) perspective that a chunk of this new capability - especially around data and decisioning - might be better out sourced, leaving the internal marketing skills to be concentrated on strategy and proposition. See what you think. [Sorry you won\'t have my spoken narrative just yet but the slides are reasonably self explanatory]
Learn How a New Kind of Marketing Mix Modeling is Better for Media PlanningThinkVine
This presentation discusses the use of agent-based modeling and its proven advantages to media planners, including the abilities to create effective media plans based on consumer differences, accurately attribute results to media tactics, quantify long-term effects, and forecast sales and ROI results.
Making Customer Engagement Immediate, Relevant, and Automated with Customer S...Totango
Beta is over and the raves are in! Customers that are using Totango's Customer Success Campaigns have fallen in love with its functionality.
This presentation is from our webinar, "Making Customer Engagement Immediate, Relevant, and Automated" featuring customer TrackMaven, and Totango. Webinar: https://youtu.be/H287tg8pvwc?t=58s
Learn why there is a need for Customer Success Campaigns in every customer success organization and see a few demo slides to see how easy it is to use.
Totango's customer, TrackMaven, also presented. Jamey Jeff, SVP of Customer Success and Operations, shared how and why they are using Customer Success Campaigns, such as helping with new customer onboarding and driving product adoption.
In case you aren't familiar with this unrivaled innovation, Customer Success Campaigns, in a nutshell, is the new, automated way for Customer Success Managers to effectively communicate with ALL their customers (including every user) with authentic, relevant messages triggered by real-time customer behavior.
Understand the cross-device consumer in just 15 minutesConversant, Inc.
To get the most out of your marketing and advertising programs, it’s essential that you understand today’s consumer and the multi-device phenomenon of how they connect, communicate, shop and buy. Get the facts about cross-device consumer behaviors, and then four tips on how to use them to your brand advantage.
Cross-device usage
Mobile’s share of total connected time
The "mobile-only" and "mobile-mostly" connected consumer
Cross-device purchasing
Download this compelling information today so you can develop a cross-device strategy that delivers better ROI.
Virtually everyone agrees that a personalized message tailored specifically to an individual’s wants and needs is more likely to drive a transaction than a general one. Here are a few key drivers behind this belief and the increasing interest in marketing personalization:
• The population is more heterogeneous
• Products are more specialized and purchase cycles have fragmented
• Media channels and audiences have fragmented
• Relentless evaluation, extensive comparison shopping
and show rooming are the norm, not the exception
• Individuals are more demanding – they expect a seamless
brand experience, along with messages and offers that
match their particular preferences
As a result of these market forces, many marketers are convinced that personalized communications with prospects and customers are essential to maximize their retail sales.
Innovations in marketing effectiveness measurement Michael Wolfe
A new and innovative approach in marketing ROI measurement. Goes beyond traditional marketing mix models by 1) developing long-term ad effects measurements, 2) measuring media message and creative, 3) quantifying the interactions or synergies across the marketing mix and 4) measuring the voice-of-the customer through social media
We are in the midst of the next great transformative era in the media business. The digital age, supported by data, technology, and predictive analytics has created a new opportunity to be more precise, more efficient, and more effective with our clients’ media investments:
- New ways of identifying who your customers are.
- New ways of reaching and influencing them at critical moments.
New ways of discovering the 50% of advertising that works, and avo- iding the 50% that doesn’t.
This reports analyses the state to digital media and its impact on the future.
For further information please look up your regional contact here: http://news.ipgmediabrands.com/magna-global/press-releases/
How Artificial Intelligence is Impacting Marketing Today and How Smart Market...Mark Osborne
Overview of Artificial Intelligence AI and Machine Learning technologies that are impacting marketing today, and how marketers can plan their career and build the relevant computer science / engineering / statistics / and data-driven decision-making skills to excel in the future. Covers relevant algorithms, and marketing strategies like segmentation, targeting, and positioning, and how marketers can prepare
Marketers are stepping up to drive business results. Creating more networked organizations, targeting above-market growth, and capturing - then using - effective customer insights are core capabilities.
Demonstration and validation of social media's impact on brand sales and performance and the wealth of insights derived from that. Why social media reflects the "customer experience" and why companies need to understand it and culitvate this experience.
Great report by Accenture consolidating research insights and high-level tactics for B2B organizations and leaders to transform their B2B go to market in a post-Covid era.
Marketing is increasingly an advanced technology discipline. When well used, it can improve marketing effectiveness 15% - 25%. But using marketing technology effectively is about more than just tech; it's about creating an engine that runs smoothly and evolves continuously. For more, read "How digital marketing operations can transform business" (http://www.mckinsey.com/insights/marketing_sales/how_digital_marketing_operations_can_transform_business)
4C CMO Aaron Goldman and VP, Business Intelligence, Advertiser Perceptions Justin Fromm discuss recent research into audience-based advertising from 4C and Advertiser Perceptions on this webinar. www.4Cinsights.com/advertiser-perceptions
Timely, efficient, flexible and consistent. That’s what marketers want most when it comes to marketing analytics. And that’s what Union Bank was after when it came to Beckon for a marketing analytics solution
This new Spotlight Report explores the goals and challenges associated with marketing analytics. It shows how marketing success is measured, evaluated, reported and optimized. The report data and charts are based on a comprehensive survey of marketing professionals in our Technology Marketing Community on LinkedIn.
Key findings include:
- Marketers expect four key benefits from marketing analytics: (1) better understanding which marketing platforms deliver the most ROI, (2) better prioritization of marketing tactics, (3) better marketing message and positioning, and (4) better demonstration of the value marketing contributes to sales.
- Gaining actionable insights from marketing analytics is by far the most important business objective. Being able to combine data to achieve those insights is the top operational objective.
- Lack of resources, data quality, and lack of system integration are the most mentioned challenges.
- Marketing analytics budgets are expected to grow for about half of respondents.
- The most popular applications for marketing analytics are Google Analytics and Microsoft Excel.
We hope you will enjoy the report - you can download it here: http://www.marketingbuddy.com/download-the-marketing-analytics-report/
The Consumer Decision Journey (CDJ) helps businesses and marketers focus on the four key battlegrounds to develop critical insights that inform marketing and MROI objectives. In this presentation, McKinsey's Dave Elzinga explores how the CDJ has evolved, and how the digital revolution has made "initial consideration" the must-win battleground for marketers and businesses alike.
In recent years loyalty programs that reward buyers for sticking with the brand have steadily grown in popularity. Between 2008 and 2012, U.S. loyalty memberships increased by 10 percent per year – reaching over 23 memberships per household. But for all their growth and popularity, do loyalty programs really pay off for the companies that offer them? A recent McKinsey study suggests that on average, they do not – and may in fact destroy value for program owners. For more on loyalty, visit: http://www.mckinseyonmarketingandsales.com/topics/loyalty
The Age Of New Reality Marketing V5.1 FinalTony Mooney
It\'s been a bug-bear of mine for many years that the average marketing skill set has not moved on very much from the 1960\'s model of 4 \'P\'s (Product, Price, Promotion, Place). Or that marketing is still largely synonomous with advertising - and spam advertising at that. This is a presentation I did to a marketing forum out in Singapore, where I\'ve tried to outline the new capabilities of the marketer of the 21st century. I also postulate the (controversial) perspective that a chunk of this new capability - especially around data and decisioning - might be better out sourced, leaving the internal marketing skills to be concentrated on strategy and proposition. See what you think. [Sorry you won\'t have my spoken narrative just yet but the slides are reasonably self explanatory]
Learn How a New Kind of Marketing Mix Modeling is Better for Media PlanningThinkVine
This presentation discusses the use of agent-based modeling and its proven advantages to media planners, including the abilities to create effective media plans based on consumer differences, accurately attribute results to media tactics, quantify long-term effects, and forecast sales and ROI results.
Making Customer Engagement Immediate, Relevant, and Automated with Customer S...Totango
Beta is over and the raves are in! Customers that are using Totango's Customer Success Campaigns have fallen in love with its functionality.
This presentation is from our webinar, "Making Customer Engagement Immediate, Relevant, and Automated" featuring customer TrackMaven, and Totango. Webinar: https://youtu.be/H287tg8pvwc?t=58s
Learn why there is a need for Customer Success Campaigns in every customer success organization and see a few demo slides to see how easy it is to use.
Totango's customer, TrackMaven, also presented. Jamey Jeff, SVP of Customer Success and Operations, shared how and why they are using Customer Success Campaigns, such as helping with new customer onboarding and driving product adoption.
In case you aren't familiar with this unrivaled innovation, Customer Success Campaigns, in a nutshell, is the new, automated way for Customer Success Managers to effectively communicate with ALL their customers (including every user) with authentic, relevant messages triggered by real-time customer behavior.
Understand the cross-device consumer in just 15 minutesConversant, Inc.
To get the most out of your marketing and advertising programs, it’s essential that you understand today’s consumer and the multi-device phenomenon of how they connect, communicate, shop and buy. Get the facts about cross-device consumer behaviors, and then four tips on how to use them to your brand advantage.
Cross-device usage
Mobile’s share of total connected time
The "mobile-only" and "mobile-mostly" connected consumer
Cross-device purchasing
Download this compelling information today so you can develop a cross-device strategy that delivers better ROI.
Virtually everyone agrees that a personalized message tailored specifically to an individual’s wants and needs is more likely to drive a transaction than a general one. Here are a few key drivers behind this belief and the increasing interest in marketing personalization:
• The population is more heterogeneous
• Products are more specialized and purchase cycles have fragmented
• Media channels and audiences have fragmented
• Relentless evaluation, extensive comparison shopping
and show rooming are the norm, not the exception
• Individuals are more demanding – they expect a seamless
brand experience, along with messages and offers that
match their particular preferences
As a result of these market forces, many marketers are convinced that personalized communications with prospects and customers are essential to maximize their retail sales.
Don't miss the definitive report on affiliate marketing during the holiday season. This report contains powerful and actionable insights for affiliate marketers and publishers alike. Understand key sales periods, best sales days, and more as the 2014 holiday season approaches.
Conversant what the bleep does personalized marketing really meanConversant, Inc.
Outlines the essential components of a personalized marketing strategy and solution. Simplifies the process of identifying the right approach to personalization for any brand.
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
A major Conversant research study evaluating
attitudes, plans and actions of both brand
marketers and agencies reveals a shift in focus
among marketers in 2014. As pressure for driving
results becomes stronger, marketers are moving
away from piecemeal tactics and experimentation
and doubling down budgets on those strategies
and tactics that they can count on to deliver a
higher return in the coming year.
Conversant - Retail Marketer Insights The State of Digital and the Future of ...Conversant, Inc.
The study, conducted in December 2013 and January 2014, solicited information and opinions from leading
senior-level retail marketers. The digital opportunities and challenges covered in the study varied from the
current role that digital plays in marketing programs to the burgeoning interest and importance of personalized
one-to-one marketing.
For the retailer, this study provides a benchmark for today’s attitudes and efforts compared to those of a crosssection
of other retail industry leaders.
In addition, retail is often the “first mover” in digital when it comes to programs with a strong likelihood of ROI
impact. Thus, these findings are very relevant to marketers outside of the retail/e-tail sector.
In this presentation you will find a timeline of how media was consumed from 1980 until today in 2015 and how these changes in the media landscape impact your business. In addition, you will see the biggest gains and losses in market share in mainstream media channels and find tips on how to adapt in an ever-changing world of new technologies and sources to consume media.
Tugas pembelian media, dimana tugasnya melakukan placement media dari brand Cafela Latte hanya dengan budget 1 Milliar, namun dapat beriklan di media konvensional.
As digital marketing budgets continue to grow, so do concerns over ad fraud, viewability and brand safety.
This whitepaper examines the top threats to ad quality and offers an in-depth view of Conversant’s holistic approach to ensuring the highest level of ad quality for its clients.
Topics include:
- Marketplace challenges and the damage poor ad quality can cause
- The necessity of advanced proprietary ad quality technology
- Conversant’s holistic 8-part solution
- Data's crucial role in preventing fraudulent activity
Conversant: How the Media Buying Process Really WorksConversant, Inc.
A survey of more than 600 leading agency media professionals on how the process for RFPing, planning, buying, and measuring digital media really works.
Ben Fox DiscussesThe Future of Media BuyingBen Fox
Ben Fox shares his unique vision of what the future of advertising is and how it will get there. He lays out a holistic perspective of the industry and how key players will create a sea change. Ben highlights some opportunities and threats for a variety of businesses.
The days of casting marketing dollars into the abyss and hoping for the best are ancient history. Marketing analytics has transformed from a nice-to-have into an absolute necessity for businesses. As we step into the marketing landscape of 2024, this report is your key to unlocking the secrets, strategies, and trends that will shape the… Continue reading The Future of Marketing Analytics 2024 Predictions Unveiled
The days of casting marketing dollars into the abyss and hoping for the best are ancient history. Marketing analytics has transformed from a nice-to-have into an absolute necessity for businesses. As we step into the marketing landscape of 2024, this report is your key to unlocking the secrets, strategies, and trends that will shape the… Continue reading The Future of Marketing Analytics 2024 Predictions Unveiled
The most comprehensive marketing report of 2015 is here. Salesforce surveyed over 5,000 marketers globally to understand top priorities for 2015 across all digital channels. Inside this second annual report, you get an unparalleled look at the modern marketer’s mindset, including:
3 most pressing business challenges
Top 5 areas for increased spending
Biggest changes from 2014
Hottest trends in social, mobile, and email marketing
Digital Marketing ROI is a metric that determines whether your marketing initiatives are yielding positive returns for the resources you've put in. ROI research will reveal whether or not your marketing efforts to attract new customers are effective. That is, whether the investment was efficient or not.
Today we are sharing the 8 ways to improve Digital Marketing ROI-
1. Determine Your ROI Goals
2. Ensure Examination of Ideal KPIs
3. Be Cautious of Metrics That Are Undervalued or Overvalued
4. Predictive Modelling Is A Useful Tool to Have
5. Experiment with Different Marketing Channels
6. Don't get hung up on a single metric.
7. Streamline Process Using Marketing Automation
8. A/B testing should be carried out
Marketing Attribution: Valuing The Customer JourneyDung Tri
Marketers want to do more than simply justify their digital spend; they want to optimize it. They’re looking to attribution to understand how different media perform so they can adjust the media mix and improve performance.
Optimizing marketing spend - How offliners can act like onlinersDaniel Zörnig, LL.M.
Over 60% of marketing managers in retail allocate their marketing spend based on gut feeling and too little based on insights! With our innovative, big data driven approach, stationary retailers can now measure and steer their marketing's profit impact a lot more like onliners. Want to learn more?
Getting Started with Online-to-Offline Measurementbrandonwishnow
Although most marketers would agree that online-to-offline measurement is important for the future success of their business, it’s hard to know what steps to take to adopt this strategic initiative.
Ovative/group has found that when done correctly, online-to-offline addresses many of the most complex business problems by providing answers to questions such as: What is the impact of an online visit on offline sales? Does this impact vary by category or product type? What marketing channels influence offline most? And, can I use these channels to drive offline acquisition?
But how do you get started and ensure online-to-offline is a success for your organization? After attending this webinar featuring Ovative/group and LiveRamp you’ll understand:
– Why online-to-offline is important and how to prioritize it among other strategic initiatives
– Who within your organization needs to be involved and how to structure your team
– What technology is required to build online-to-offline measurement capabilities
– How to make digital marketing decisions based on enterprise metrics
"Marketing Analytics - Definitive Guide to Marketing Metrics via Marketo
This guide will help you:
• What are the most important marketing metrics for me to use?
• How can I measure my various marketing programs’ impact on revenue and profit?
• How can I best communicate marketing results with my executive team and board?
• Which personnel, procedural, and cultural changes need to occur within my organization so I can implement marketing measurement?
• And many more…
The bottom line of any business is the top line: revenue and faster growth!"
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
15 ideas and frameworks on the art of storytelling
Measuring what Matters
1. A Perspective for Retail Marketers
By Scott Eagle, CMO – Conversant®
MEASURING WHAT MATTERS
2. INTRODUCTION
A Growing Concern
New Capabilities and New Urgency
HOW THE INDUSTRY ASSESSES DIGITAL
MARKETING PERFORMANCE TODAY
The Metrics Chosen to Measure
The Motivations for Measurement
The Channels Measured (and Not Measured)
Allocating Credit Versus Measuring Impacts
THE MORE ACCURATE AND SCIENTIFIC ALTERNATIVE
Test and Control Incrementality Measurement
Our Test and Control Process
CONCLUSION
3
4
10
12
Table of Contents
2
3. As we all know, digital spending has grown incredibly rapidly.
eMarketer reports that in 2014 global digital spending will hit
$137.5B – just over a quarter of total marketing spend. With
its increased importance in the marketing mix, brand leaders
are naturally concerned with measuring and proving its
efficacy. With Digital, there is no shortage of data to evaluate
as part of this process. But all that data brings with it a new
challenge – identifying which metrics we should care about,
and how to best measure them.
Digital ad spending worldwide, 2012-2018
INTRODUCTION
Source: eMarketer, March 2014
A GROWING CONCERN
This topic is clearly a growing concern for marketing leaders,
and one that is contributing to the growth in marketing
analytics spending at many brands. According to the
February, 2014 CMO Survey, marketing analytics spending
is expected to rise 72% in the next three years.
Increased marketer
attention is leading
many brands to
reconsider why,
what and how they
measure. Years ago,
when digital marketing
measurement began in
earnest, measurement
was seriously limited by the available technology. Now,
there is growing recognition that some of our approaches to
assessing marketing performance remain rooted to the limited
measurement capabilities of the past.
Marketing analytics spending: share of
total marketing budgets
Marketing analytics
spending is expected
to rise 72% in the next
three years.
Source: The CMO Survey, February 2014
7.1%
12.2%
Current Levels Next 3 Years
Digital Ad Spending % of Total Media Ad Spending
$104B
20.8
23.2 25.3 27.0 28.4 $119B 29.8 31.1
$154B
$171B
$187B
$204B
$137B
2012 2013 2014 2015 2016 2017 2018
3
4. NEW CAPABILITIES
AND NEW URGENCY
But times have changed. Our industry can now focus on
scientifically validated measurement methodologies.
Methodologies that reveal the causal effects of digital
marketing on what most brands are really interested
in – total brand sales. More than that – not only can we
measure more scientifically – we must if we are to deliver
the sort of results that are expected of us now and in
the future. Nearly every marketing leader is under more
pressure than ever to drive additional impact with the
resources we are allocated.
This paper assesses the state of digital marketing
measurement today and then advocates for a scientifically
derived measurement approach that addresses its current
shortcomings. We’ll review:
• What’s wrong with how the industry measures
performance today?
• The more accurate and scientific alternative –
test and control incrementality measurement.
Not only can we measure more
scientifically – we must if we are to
deliver the sort of results that are
expected of us.
HOW THE INDUSTRY
ASSESSES DIGITAL
MARKETING
PERFORMANCE TODAY
The most common approaches to
marketing measurement today have the
following characteristics in common:
THE METRICS CHOSEN TO MEASURE
Many brands substitute surrogate metrics like clicks,
visits and purchase intent rather than focusing on the
overarching KPI – incremental sales effects.
THE MOTIVATIONS FOR MEASUREMENT
Many focus primarily on justifying past actions rather than
determining the best courses of action for future success.
THE CHANNELS MEASURED
(AND NOT MEASURED)
When they DO focus on actual sales metrics, brands
usually measure online sales only rather than calculating
sales impacts across all channels.
ALLOCATING CREDIT VERSUS
MEASURING IMPACTS
Most focus on crediting sales to tactics according to
predetermined percentages rather than determining which
sales were actually caused by each program.
Let’s examine each of these in turn.
4
5. Instead of focusing on true measures of performance against
KPIs, many brands have traditionally chosen to focus on
surrogate metrics. Clicks. Impressions. Page views. Interaction
times. Why?
• Because they are easy to measure. Years ago, when
more sophisticated measurement tools and approaches
were unavailable, most brands decided that these easy-to-
measure surrogates were the best we could do – and
that they provided at least some indication of marketing
effectiveness.
• Because brands have used these measures in the past.
Precedent likely drives some of the decision to measure
certain surrogate metrics like clicks.
• Because they lack the analytics personnel necessary
to improve their measurement approaches. Again,
according to the same CMO Survey, many marketers feel
that they don’t have the right people in place to maximize
the effectiveness of their analytics investments.
METRICS
Many brands substitute surrogate metrics like clicks, visits and purchase intent
rather than focusing on the overarching KPI – incremental sales effects.
9.0%
24.5%
18.4% 18.0%
15.9%
8.2%
6.1%
Does your company have the right talent to
fully leverage marketing analytics?
Source: The CMO Survey, February 2014
Does not have
the right talent
Has the
right talent
1 2 3 4 5 6 7
5
6. Many brands focus their measurement and research efforts on
providing rationale for past programs. In fact, a 2012 eConsultancy
study done in partnership with Google revealed that the most
important reason why marketers say they measure is to justify digital
spending.
Goals for attribution
“We did this and the results were that.”
While such measurement has a valuable role for marketing
accountability, I would argue that it plays an even
more important role in helping us to optimize program
performance in the future. This is a major distinction. When
the core objective of a performance measurement system is
to demonstrate the value of past performance, accuracy can
become subordinate to the desire for big numbers.
When our primary focus is instead on program optimization,
the need for accurate measurement becomes paramount.
When the core objective of a
performance measurement system
is to demonstrate the value of past
performance, accuracy can become
subordinate to the desire for
big numbers.
JUSTIFYING DIGITAL SPENDING
UNDERSTANDING FUNNEL
AND SALES CYCLE LENGTH
TO PLAN CAMPAIGNS
CREATE MOST EFFECTIVE MEDIA
MIX BASED ON TRUE VALUE
TOWARD CONVERSION
CORRECTLY DETERMINING
AFFILIATE PAYMENTS
High Priority Medium Priority Low Priority
57% 36% 7%
47% 42% 11%
62% 28% 10%
36% 39% 25%
Source: Google/eConsultancy, 2012
0% 20% 40% 60% 80% 100%
MOTIVATIONS
Many focus primarily on justifying past actions rather than
determining the best courses of action for future success.
6
7. The industry’s emphasis on justifying past
actions versus improving future results is evident
when we examine the attribution approaches
currently in use. According to a 2013 survey
of senior retail marketing leaders underwritten
by Conversant, the most popular approach to
measurement is last click.
Does your brand use the
following approach to digital
marketing attribution?
These survey results are disconcerting in light
of the fact that marketers view last click as the
least accurate method. See this data from the
eConsultancy/Google study:
Marketers’ assessment of the
effectiveness of attribution models
There are positive signs of change, however.
Another Conversant industry survey of both
agency- and brand-side professionals revealed
that just under a third planned to adopt more
accurate methodologies.
As more brands change their approaches, I
sincerely hope that they choose a methodology
that is truly better – one that doesn’t rely on
a rules-based or arbitrary allocation of credit
to particular marketing events. Many of the
attribution platforms currently getting attention
in the marketplace simply use a more complex
formula for arbitrarily allocating credit. And
greater complexity is no guarantee of greater
accuracy.
Percent of marketers/agency
leaders who plan to change
measurement approach in 2014
MOTIVATIONS (CONT.)
68% 680= LAST CLICK
17% 170= FIRST CLICK
43% 430= LAST VIEW
47% 470= MULTI-TOUCH
38% 380= INCREMENTALITY
Source: Conversant Survey, 2013
(Numbers add up to greater than 100% because many
companies use multiple attribution methods)
Source: Conversant Survey, 2014
Yes No Don’t Know
Very Effective
Somewhat Effective
Somewhat Ineffective
Very Ineffective
Source: Google/eConsultancy, 2012
CUSTOMIZED BY CHANNEL
UNIQUE METHODOLOGY
LINEAR
FIRST CLICK
LAST CLICK
0% 20% 40% 60% 80% 100%
43% 26%
32%
29% 49% 17% 5
27% 64% 9%
23% 69% 8%
14% 61% 25%
14% 55% 18% 13%
7
8. Most retail brands are only using online sales impact to evaluate and
measure digital marketing effectiveness. Again, the primary reason why
is that it is far easier to calculate the online sales that correlate with a
marketing program than the offline sales.
Measuring online sales
impact only is fine for
marketing programs
designed to drive only
online sales, like most
affiliate marketing. But for
omni-channel marketing
strategies and programs,
more comprehensive
performance measurement
is vital.
In most categories, offline sales dwarf online sales. So, by limiting their
measurement pool, brands artificially devalue the total impact of their
digital marketing programs. Because most methodologies currently
in use focus only on online results, total economic impact is often
significantly understated.
Most retail brands are
using only online sales
impact to evaluate
and measure digital
marketing effectiveness
34% 680= ELECTRONICS & APPLIANCES
22% 440= ENTERTAINMENT & LEISURE
14% 280= APPAREL & FOOTWEAR
9% 180= CONSUMER HEALTHCARE
8% 160= BEAUTY (MASS & LUXURY)
4% 80= PERSONAL CARE
3% 60= HOME & DIY
1% 20= GROCERY
US eCommerce sales, by category:
(2012, % of total)
Source: Booz & Company, 2012
CHANNELS
When they do focus on actual sales metrics, brands usually measure online
sales only rather than calculating sales impacts across all channels.
8
9. Many marketing programs allocate credit for all sales to persons
reached by marketing programs running at the time of the sale, even
when the marketing itself was superfluous to their decisions to buy.
The problem is that most online sales that are credited to a marketing
program would have occurred anyway, without the marketing activity.
Most? Really? Yes, really! Conversant conducted a massive study across
25 leading retailers in multiple classes of trade and found that 67 to 90
percent of sales that were credited to marketing exposure based upon
cookie-centric attribution methodologies were actually NOT caused by
that exposure. In other words, the shoppers that converted received
the marketing program message, but would’ve made the conversion
even if they hadn’t received the marketing message.
Many people use attribution and measurement as interchangeable
terms, but they aren’t the same. Measurement and analytics should
be about taking scientific approaches to determining the sales
impacts of a program. Attribution is focused on crediting a sale (or a
portion of a sale) based upon a model.
Cumulative Effects
So one might ask, if standard measurement under-credits in some
ways but over-credits in others, does it “all come out in the wash?”
In other words, does our flawed methodology actually deliver a
reasonable approximation of digital’s total economic impact?
Absolutely not. Again, extensive Conversant research demonstrates
that the flawed measurement approaches in use by many retailers
do not provide a reasonable approximation of the true sales effects
of marketing programs. In addition, these flawed approaches often
don’t even reveal a correct ranking of the value marketing tactics
bring to a given business.
Most online sales that are credited to a
marketing program would have occurred
anyway, without the marketing activity.
IMPACTS
Many retailers focus on crediting sales to tactics according to predetermined
percentages rather than determining which sales were actually caused by each.
9
10. Earlier in this paper we identified some major flaws in the most
commonly used measurement methodologies. I’d like to use
the balance of this paper to outline an alternative approach that
mitigates all of these problems.
Test and Control Incrementality Measurement
At Conversant, we believe in “incrementality” measurement and use a
scientifically validated test and control methodology to provide precision
performance measurement.
The hallmark of this approach is an emphasis on “incrementality.” In
other words, what incremental revenue did a program actually cause?
This means we don’t take credit for sales that would have happened if
a shopper wasn’t exposed to a particular campaign, or take credit for
sales effects caused by tactics other than Conversant’s programs.
To suss out incrementality, we conduct constant, scientifically based
A/B testing, using statistically matched samples. One group sees
the marketing messages in the Conversant program, one sees public
service announcements (PSAs) instead. By calculating the sales made
to each group, and then subtracting the PSA “control” cell sales from
the “test” cell sales, we get a precise measure of the sales that were
actually caused by the program. Furthermore, we track revenue across
both online and offline sales channels to ensure we get an accurate
view of the program’s total impact. By assessing incremental sales
impacts across all channels including online, retail, catalog, call center,
etc., we can provide a true indicator of a program’s performance.
Track revenue across both online and
offline sales channels to ensure you get an
accurate view of total impact.
THE MORE ACCURATE AND SCIENTIFIC ALTERNATIVE
Conversant uses a scientifically validated test and control
methodology to provide precision performance measurement.
10
11. To do all this, we follow a four-step process:
1 Step 1: Create test and control
groups. In order to identify the
incremental sales driven by a
campaign, we need to devise test and
control groups. These groups are carefully
developed using a scientifically validated
method that matches both groups across
a host of variables, including interests,
shopping behaviors, demographics,
marketing exposures and more.
2 Step 2: Show the test group the
campaign. Show the control
group PSAs. Conversant shows
the test group creative from your
campaign, while the control group sees
only public service announcements. Each
group is exposed to similar amounts of
other marketing communications. The
only difference in their brand experience
is whether or not they are exposed to the
Conversant campaign.
3 Step 3: Examine the online and
offline sales to each group.
The Conversant data platform
doesn’t track only your website
sales. It integrates with your POS systems,
as well as your catalog and call center
sales systems, to calculate total revenue
for both online and offline.
4 Step 4: Calculate the true
incremental sales. Once we have
the sales figures for each group,
we calculate incremental sales by
subtracting the control group sales from the
test group sales. Because revenue from the
control group reflects sales that would have
occurred naturally, this calculation reveals
the incremental sales that were truly driven
by your campaign. We also have the ability
to use the test/control methodology to
measure key brand attributes and the positive
or negative impacts of a given campaign.
It’s critical for marketers to understand these
effects as well.
Scientifically based incrementality
measurement not only measures the past
performance of marketing tactics. It also
provides the information necessary to
optimize current and future programs –
thereby driving incremental sales growth
over time.
OUR PROCESS
Scientifically based
incrementality
measurement provides
the information necessary
to optimize current and
future programs.
Our approach to
incrementality measurement
1: CREATE
2: EXPOSE
3: MEASURE
4: CALCULATE
Test
Test
Test
Control
Control
Control
PSA
Incremental Sales
11
12. CONCLUSION
Chances are that your brand can and should make significant improvements in the way that it measures marketing
effectiveness. Most brands know that this is something they need to do. But for many, fixing the problem tends to fall
low on the priorities list – because the task can seem daunting – and the current situation doesn’t seem “that bad.”
Make no mistake. It may well be “that bad.” Your role, and that of the marketing organization, depend on providing the
best results possible. Flawed measurement leads to bad decision-making. Some may believe that instinct combined with
existing flawed measurement data can drive great results. The reality is that flawed measurement is of little or no value
in decision making. The sooner that you correct the problem, the faster you’ll be able to deliver great results for your
brands.
I welcome your comments and ideas on this topic. Please write to me at: ScottEagle@conversantmedia.com
ABOUT THE AUTHOR
Scott Eagle leads Conversant’s global marketing function, including strategy and the integration of marketing
programs across our solutions groups. An accomplished senior executive with a strong background in client-side
digital marketing and consumer brand management, Mr. Eagle has over 25 years of experience as a marketing
leader managing major Fortune 500 brands and building successful new companies. Mr. Eagle has served as CMO
for Empowered Careers, eHarmony and Claria Corporation, and he has held management positions at Concentric
Network Corporation, MFS Communications and P&G. Mr. Eagle holds a B.S. in economics from The Wharton
School, University of Pennsylvania, and serves on the board of Akademos, Inc.
ABOUT CONVERSANT, INC.
Conversant, Inc. (Nasdaq: CNVR) is the leader in personalized digital marketing. Conversant helps the world’s biggest
companies grow by creating personalized experiences that deliver higher returns for brands and greater satisfaction
for people. We offer a fully integrated personalization platform, personalized media programs and the world’s largest
affiliate marketing network - all fueled by a deep understanding of what motivates people to engage, connect and buy.
For more information, please visit: www.conversantmedia.com
Copyright 2014 Conversant, Inc. All Rights Reserved.
12