The Measurement Myth

@ashleybohunk
The
Measurement
Myth
#PromaxBDA13 March 2017

Chief Marketing Oﬃcer
@ashleybohunk
Ashley Vinson
#ProxmaBDA

BUT NOW 
WE HAVE
BIG 
DATA!

We have fallen  
in love with data.

Data tells us when we’ve succeeded.
Win.

Data tells us when we’ve failed.
Fail.

But does data tell us the truth?
Is it true love?

@Football fan -Great prediction! #PSV
scored 1st! #HeinekenPredict
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Veronica TV
Thanks, data.

“I didn’t mean to
hurt you.”

Despite the failings of data, we still want to
believe data has the answers.
But we still love you!

Tweet
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Veronica TV
Advertisers
would kill
for these  
numbers.
The goal.

“What do people click on?”
Advertisers chase big numbers.
Babies.
Puppies.
Boobs.

Magical success formula
Baby + (Puppy) + Boobs
Success =
(X) YouTube Star/ inﬂuencer on
Facebook (+) random thing pulled
out of our butt

It’s difﬁcult to  
prove a correlation.
We actually don’t know.

But we can learn to use data
to give us insights.
Ignoring data isn’t the answer.

How do I use data to  
The Big Question:
 
give me insights & information to help me
produce & market more successful work?

1.Insights: Gain insights about behavior

2.Knowledge: Understand the real numbers
3.Vision: Trust your gut, not just the data
Use The Data:

Use data to gain insights 
1. INSIGHTS

First: 
Data helps you understand  
the world today.

Source - Dscout 2016
times every day
2,617
We touch our phones

Source - Kleiner Perkins Internet Trends, 2015
The human
attention span
8 SecLet’s see if we can stare at this
weird ﬁsh for 8 seconds.

Media
consumption
is shifting to
mobile.

Source — eMarketer, Sept. 2015 UK data
Print Radio TV Desktop Mobile
E20172016
USA adults spend 12 hours, 5 minutes a day in 2016
2 hours
Time Spent With Media

Second: 
Data explains behavior.

We are still watching
alot of TV.
Source - Ashley Vinson’s thoughts on her father’s viewing habits
#PromaxBDA

But we watch tv  
like this…
#PromaxBDA

…in a constant set of screens & multitasking

2014 vs. 2016
Digital Activities While Watching TV
Browse related content  
to what I’m watching
Online discussions about 
the content I’m watching
Watch two or  
more programs
20162014
PERCENTAGEOFPEOPLE
Source - Ericsson “TV & Media”, Nov 3., 2016
23%
31%
17%
19%
15%
20%

Third: 
Data shows the differences.

SOURCE | Research Now, Active users of each platform, UK, 2016
Every platform is different.
BACKSTAGE ACCESS, UNIQUE
PERSPECTIVES, INSPIRATION
LIVE, EXPERT POINTS OF VIEW
TO BE ENTERTAINED,
CONNECT WITH FRIENDS
CELEBRITIES, INSPIRATION,
CONNECT WITH FRIENDS
CONNECT WITH FRIENDS, SEE OTHER
PEOPLE’S OPINIONS
TO BE ENTERTAINED
Top attributes of platform given by the users of each

Facebook
Instagram
Twitter
Pinterest
LinkedIn
WeeklyDaily Less Often
Among users of each social site,% who use these sites daily, weekly, or less often.
What are people doing?
Source - Pew Research Centre, April 2016
76 15 7
22
33
43
5131
31
24
2651
42
25
18

1. People spend a lot of time on their phone. 
Content should be mobile-ready.
2. People are looking at many screens. 
Create attention-grabbing dual-screen experiences.
3. Every platform is different. 
People behave diﬀerently on each platform.
Insights

Understand the data 
2: KNOWLEDGE

The Barista Bar 
@baristabar

First: 
Not all metrics mean
the same thing.

Perfect World 
• Senior people work on digital.
• Platforms are easy to compare.
• There is no ad fraud.
• There are no ad blockers.
• Measurement is easy.

Media measurement 
feels like this.

Media “Math”
= √ I think someone watched?
average view rate (X) impressions
A =
Σ those who kinda watched
(X) stars in the sky (+) some random #
2 7
2

= =
?
A Simple Question: What counts as a “view”?

= =
Mobile view  
type
Time
Media buy  
dependent?
50% of screen 50% of screen Full screen
3 seconds 2 seconds Upon render
“VIEW” 
CALCULATION 
BY PLATFORM
Measuring: What is a “view”?

3-Second Video Views
The number of times your video was watched for an aggregate of at least 3 seconds, or
for nearly its total length, whichever happened first.
How It's Calculated
The metric counts when your video was watched for an aggregate of 3 seconds or more,
or to 97% of its length, whichever happened first. (Example: if someone watches a 2-
second video for 1.94 seconds, or a 3-second video for 2.91 seconds, that counts as a 3-
second video view.) People frequently drop off before the true end of a video when
credits roll or content fades out, so 97% is considered to be the video’s full length
View Definitions: Clear as mud.

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I three
seconds of
this video
I saw at 50%.

Tweet
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@Heineken_NL
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Veronica TV
#ProxmaBDA
I 100%
of this video.

Here’s your 50%
view on TV.
#PromaxBDA

Second: 
See the numbers
the right way.

Data: Not everything is as it appears.

RESULT TWO
90% of people viewed

all the content
RESULT ONE
10% of people completed

the video

The last 5 seconds were a logo 25 seconds was brand content

Did they watch my :30 video?

Common campaign results
OMG! Look at them Tweets!
Source - A real campaign I worked on

Common campaign results
Uh, what happened?

Being consistently
always-on grows SOV

Third: 
Size isn’t everything.

Data alone means nothing.
Data must be correlated to
actual impact on KPI’s.

PURCHASE
INTENT
BRAND
FAVORABILITY
MESSAGE
ASSOCIATION
AWARENESS
PURCHASE
ADVOCACY
BRAND EFFECT
OFFLINE SALES IMPACT 
MARKETING MIX MODELING
CONVERSION LIFT
CONVERSATION ANALYSIS
Measuring: Look for real impact vs. just size.

1. Every platform measures differently. 
All platforms’ “same metrics” mean diﬀerent things.
2. Understand what the data means. 
Look beyond the surface.
3. Data alone means nothing. 
Measure for impact, not just size of the numbers.
Knowledge

Trust your gut, not the data. 
3. VISION

First: 
Stay true to your vision.

A camel is a racehorse built  
by committee.

A Series of Unfortunate Questions.

Which characters do you not like?
Count Olaf!

Who do you wish you saw more?
Justice Strauss!

What do you want to change?
“There is just simply too
many unfortunate events that
keep happening all the time.
It’s really depressing.”

What the data says:
Kill oﬀ Count Olaf.
More Judge Strauss.
Make story more cheerful.
Change entire creative core?

Don’t let the horse turn into  
a camel built by data.

Second: 
Data can’t give you a “success formula”.

content still needs to
be good.
Even with all the right  
“successful” elements,

Third: 
Focus on the outcome, not the tactics.

Goal of advertising:
Make an emotional connection
to a person in order to persuade
them to buy your product.

is your content:
Relevant?
Helpful?
Useful?
Entertaining?

Right content.
Right audience.
Right time.

1. Stay true to your vision. 
Data doesn’t trump creative vision.
2. Success formula is not found in data. 
There is no “data-based” formula for success.
3. Focus on the outcome. 
Right content, right audience, right time.
Vision

Data alone is not the solution.  
The Big Answer:
 
Data provides insights & information to help
guide, but not answer, how best to market
your product.

1.Insights: Gain insights about behavior
2.Knowledge: Understand the real numbers
3.Vision: Trust your gut, not just the data
Use The Data:

Creativity is allowing  
yourself to make  
mistakes. Art is  
knowing which  
ones to keep.
- Scott Adams

The Measurement Myth

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