1. @fettersac
Aaron Fetters
Director Insights & Analytics
Solutions Center
Opening Keynote
“Data is the Science that Illuminates
the Art of Marketing”
Kellogg Company

2. How Often Have You Seen This Lately?
From Mad Men To Math Men
Photo: AMC Photo: Bettmann/CORBIS

3. We Should Be Looking to This Guy
The Original Mad
Math Man

4. Art? Or Science?

5. Art? Or Science?

6. Why Force Marketing Into One or the Other?
ART SCIENCE
MARKETING

7. Today’s Reality: “Da Vinci Marketing”
Data is now
illuminating:
STRATEGY CONTENT EXECUTION

8. Data and the Marketing Strategy

9. Data and: The Marketing Strategy
BRAND
BUILDING
MORE
CUSTOMERS
BUYING MORE
(MORE ITEMS;
MORE OFTEN)
WHO
WHAT
HOW
SALES
BUILDING

10. Data and: The Marketing Strategy
Two Stories

11. Data and: The Marketing Strategy
Two Stories

12. Data and: The Marketing Strategy
Data – a sharper
tool, but so much
easier to hurt
yourself

13. Poor Good Very Good Excellent
How Well Targeted
Effectiveness
Data and: The Marketing Strategy

14. Data and the Marketing Content

15. Data and: The Marketing Content
Entering
the “House
of Cards”
Era

16. Data and: The Marketing Content

17. Data and: The Marketing Content
Data informs
and illuminates
our creative “Any
Second Ad
Principles”

18. “Our cereal tastes great!”
Old way
Data and: The Marketing Content

19. “Our cereal tastes great!”
Old way Today
16MM
Purchases
Diet Foods
“Join our Challenge”
Data and: The Marketing Content

20. “Our cereal tastes great!”
Old way Today
16MM
Purchases
Diet Foods
17MM
Special K
Cereal Consumers
“Join our Challenge”
“Try our new
products”
Data and: The Marketing Content

21. “Our cereal tastes great!”
Old way Today
16MM
Breakfast Bar
Consumers
16MM
Purchases
Diet Foods
17MM
Special K
Cereal Consumers
“Join our Challenge”
“A convenient
solution”
“Try our new
products”
Data and: The Marketing Content

22. Superbowl XLVIII
+

23. LBGT
13M
Women
Surfing
6.2M
Native
American
5M
Middle East
Descent
14.4M
Mexican
USH
9.8M
Newlyweds
7.6M
New
Parents
18.5M
Parents
Nat. Parks
1.7M
Asian
Americans
4.6M

24. Middle East
Descent
14.4M
LBGT
13M
Mexican
USH
9.8M

25. Data and the Marketing Execution

26. Data and: The Marketing Execution
WHO to
communicate
with
WHERE to best
reach the
consumer
WHAT to tell
the consumer
WHEN to talk to
them
VS
Beyond just Programmatic, a data-driven ecosystem will
decide in real-time:

27. Data and: The Marketing Execution
Data
Management
and Decisioning
DMPs

28. Data and: The Marketing Execution
Data
Management
and Decisioning
DMPs
1st Party
Data 3rd Party
Data

29. Data and: The Marketing Execution
Data
Management
and Decisioning
Programmatic
Messaging/
Placement
DSPs
Content Management
Addressable TV
Etc.

30. Data and: The Marketing Execution
Performance
Reporting and
Optimization
Data
Management
and Decisioning
Programmatic
Placement/
Messaging
Analytic Platforms

31. Data and: The Marketing Execution
Performance
Reporting and
Optimization
Effectiveness
Evaluation
Data
Management
and Decisioning
Programmatic
Placement/
Messaging
Attribution Models
Lift Analyses

32. Data and: The Marketing Execution
Performance
Reporting and
Optimization
Effectiveness
Evaluation
Data
Management
and Decisioning
Programmatic
Placement/
Messaging
Attribution Models
Lift Analyses
Analytic Platforms
DSPs
Content Management
Addressable TV
Etc.
DMPs

33. At Kellogg, Programmatic placement and
performance optimization have proven you CAN do
something about viewability results
Data and: The Marketing Execution

34. Effectiveness Evaluation tells us this improved
execution is worth significant value
100% 118% 141% 168%
At least
50%
At least
55%
At least
65%
At least
70%
Effect of Viewability on
Campaign Sales
Effectiveness
Eff. Index
Data and: The Marketing Execution

35. Art? Or Science?
STRATEGY
CONTENT
EXECUTION

36. Thank You
The Future of Data Driven Creativity