This document discusses marketing effectiveness and measurement in the data age. It provides information on MediaCom Business Science, including that they have over 130 employees in 14 offices and a UK centre of excellence with 45 econometricians evaluating over £850m worth of billings. It also discusses how marketing measurement has evolved from 16 years ago when there were fewer media channels to today where consumers are exposed to many more communications. Econometrics has become the accepted solution for measuring communications effectiveness. The document ends by discussing how defining the right KPIs for each marketing activity is important and that the future of media targeting and measurement will involve more granular single source data.

1. What Works Now?
Marketing Effectiveness
in the Data Age
3rd November 2011

2. MediaCom Business Science : An expanding
network of over 130 employees in 14 offices
• UK centre of excellence – 45 Econometricians
• Evaluating over £850m worth of billings in the UK

3. The media picture 16 years ago……

5. And the number of communications consumers
are exposed to has exploded
Source: Luma Partners 2011

7. Econometrics has become the accepted solution
to measuring communications effectiveness
Weeks

8. Using analytics to address our clients’ key
business challenges…
Complex
How much should we spend on
How much are we How much should we comms in the next three years?
spending this quarter? spend next year; and how?
What is the cost/
benefit of branding?
Which message is the
How much should we
Are we on track to hit most appealing?
spend in digital?
our targets?
Which retail locations appear
the most appealing?
Tactical Strategic
Can we optimise TV How should we allocate
schedules to drive web visits? spend across the portfolio?
Which months are Please optimise the media
the most efficient? mix and implementation
How do we know what DR What return could I expect
is really contributing? from a new product?
Simple

9. It’s crucial that communications performance is
measured through a holistic approach that takes
into account offline influences
Typical path to conversion analysis
Purchase
Path 1
Path 2 No purchase
X
Generic search Brand search Aggregator Display

10. Continuing to develop our evaluation techniques
to ensure we capture all communication channels
is crucial

11. And over the last few years we’ve built strong
experience on the effectiveness of areas such as
content activation
450 Business Science database of 42 Content examples
Index of Sponsorship ROI vs TV Spot ROI
400
examples ROI Index v. that brand’s ROI for TV Advertising
350
300
250
200
Average = 140
Content activation ROI 40% higher than TV ROI
150
100
50
-
Content Properties
Source: MediaCom Business Science benchmarks

12. Defining the KPIs for each piece of activity is key
Facebook fans
Video views
Likes/comments/interactions
Buzz/Sentiment/Brand monitor
Downloads/ratings/apps
Followers
Awareness/consideration
Brand image
Searches
Clicks
Dwell times
Web visits
Vouchers/redemptions
Competition entries
Calls
Sales
Retention

13. The future for media targeting and measurement will be
through more granular information potentially through single
source measurement

14. Today you’ll hear the views of some of the industries
experts on where the future of marketing effectiveness is
headed
Clare Newman Justin Armsworth David Lovie
Head of Business Science EMEA Head of Marketing Services Scotland Principal Consultant
Mark Riseley John Thekanady Peter Field
Group Product Marketing Manager EMEA Head of Client Services Consultant