This is the presentation given by Joe Pych, CEO of Bionic Advertising Systems at the Argyle Executive Forum - 2015 Leadership in Digital Marketing Forum held on December 3, 2015 at the Harvard Club in Boston, Massachusetts. Abstract: Running a marketing campaign is like running the Boston Marathon. If you ignore your pace, you’ll fail to achieve your performance goals. Unlike marathon runners, most marketers don’t monitor their pace while their campaigns are running. Sure, they monitor performance metrics. But they don’t take the next step and calculate the pace of these metrics relative to goals. As a result, they’re oblivious to their true marketing performance until it’s too late. It’s not until they reach the “finish line” of the campaign when they discover they failed to achieve their marketing objectives. But it doesn’t have to be this way. In this session, you’ll learn how to calculate and monitor your pacing in real-time and how to avoid blind spots in your marketing performance measurement.

1. What is “Pacing”?

2. How many of you are involved in
tracking the performance of your
marketing efforts?

3. Running a marketing campaign is
like running a marathon.

4. If you ignore your pace, you’ll
often fail to achieve your
marketing performance goals.

5. What is “pacing” in running?
Suppose you wanted to finish a 26.2 mile
marathon in 3 hours. Here’s a pacing plan that
will enable you to finish at exactly 3 hours:

7. Unlike marathon runners, most
marketers fail to monitor their
pace while their campaigns are
running.

8. Results sometimes fall short of plans

9. What is “pacing” in marketing?
• Similar to pacing in running.
• You set intermediate goals based on a campaign
goal and measure your performance at intervals.
• Instead of just one goal of a finish time, you have
many goals such as spending, impressions, clicks,
conversions, and sales.
• Instead of just one race, you have many
placements running concurrently.

10. Example
• 30 day Placement on Website
• $ 20,000 Net Media Cost
• $ 2.35 CPM
• 1.8% Click Through Rate
• 4.5% Conversion Rate
• $ 9.50 Average Sale

11. Implied Goals
• Impressions = (Net Media Cost ÷ $ 2.35 CPM ) ×
1000 = 8,510,638
• Clicks = Impressions × 1.8% Click Through Rate
= 153,191
• Conversions = Clicks × 4.5% Conversion Rate
= 6,894
• Sales = Conversions × $ 9.50 Average Sale
= $ 65,489

12. Interval Goals
Planned Results
Day 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Net Media Cost $ 667 $ 1,333 $ 2,000 $ 2,667 $ 3,333 $ 4,000 $ 4,667 $ 5,333 $ 6,000 $ 6,667 $ 7,333 $ 8,000 $ 8,667 $ 9,333 $ 10,000
Impressions 283,688 567,376 851,064 1,134,752 1,418,440 1,702,128 1,985,816 2,269,504 2,553,191 2,836,879 3,120,567 3,404,255 3,687,943 3,971,631 4,255,319
Clicks 5,106 10,213 15,319 20,426 25,532 30,638 35,745 40,851 45,957 51,064 56,170 61,277 66,383 71,489 76,596
Conversions 230 460 689 919 1,149 1,379 1,609 1,838 2,068 2,298 2,528 2,757 2,987 3,217 3,447
Sales $ 2,183 $ 4,366 $ 6,549 $ 8,732 $ 10,915 $ 13,098 $ 15,281 $ 17,464 $ 19,647 $ 21,830 $ 24,013 $ 26,196 $ 28,379 $ 30,562 $ 32,745
Day 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Net Media Cost $ 10,667 $ 11,333 $ 12,000 $ 12,667 $ 13,333 $ 14,000 $ 14,667 $ 15,333 $ 16,000 $ 16,667 $ 17,333 $ 18,000 $ 18,667 $ 19,333 $ 20,000
Impressions 4,539,007 4,822,695 5,106,383 5,390,071 5,673,759 5,957,447 6,241,135 6,524,823 6,808,511 7,092,199 7,375,887 7,659,574 7,943,262 8,226,950 8,510,638
Clicks 81,702 86,809 91,915 97,021 102,128 107,234 112,340 117,447 122,553 127,660 132,766 137,872 142,979 148,085 153,191
Conversions 3,677 3,906 4,136 4,366 4,596 4,826 5,055 5,285 5,515 5,745 5,974 6,204 6,434 6,664 6,894
Sales $ 34,928 $ 37,111 $ 39,294 $ 41,477 $ 43,660 $ 45,843 $ 48,026 $ 50,209 $ 52,391 $ 54,574 $ 56,757 $ 58,940 $ 61,123 $ 63,306 $ 65,489

13. On day 4 of the placement…

15. > 1.8% Goal


17. > $9.50 Goal


18. Does not tell you if you are on track
to hit your performance goals

19. Does not tell you if you are on track
to hit your performance goals

20. Actual Results after 4 days
Day 1 2 3 4 5 6
Net Media Cost $ 620 $ 1,096 $ 1,631 $ 2,180
Impressions 263,766 466,514 694,113 927,801
Clicks 5,226 8,846 13,774 18,744
Conversions 208 334 512 731
Sales $ 2,155 $ 3,784 $ 5,626 $ 7,899

21. Planned Results
Day 1 2 3 4 5 6
Net Media Cost $ 667 $ 1,333 $ 2,000 $ 2,667 $ 3,333 $ 4,000
Impressions 283,688 567,376 851,064 1,134,752 1,418,440 1,702,128
Clicks 5,106 10,213 15,319 20,426 25,532 30,638
Conversions 230 460 689 919 1,149 1,379
Sales $ 2,183 $ 4,366 $ 6,549 $ 8,732 $ 10,915 $ 13,098
Actual Results after 4 days
Day 1 2 3 4 5 6
Net Media Cost $ 620 $ 1,096 $ 1,631 $ 2,180
Impressions 263,766 466,514 694,113 927,801
Clicks 5,226 8,846 13,774 18,744
Conversions 208 334 512 731
Sales $ 2,155 $ 3,784 $ 5,626 $ 7,899

22. Pacing after 4 days
Day 1 2 3 4 5
Net Media Cost -7.02% -17.78% -18.44% -18.24%
Impressions -7.02% -17.78% -18.44% -18.24%
Clicks 2.34% -13.38% -10.09% -8.23%
Conversions -9.48% -27.32% -25.73% -20.47%
Sales -1.28% -13.33% -14.09% -9.54%

26. Simple solution:
Fix Ad Delivery

28. e-Commerce Dashboard
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Sales
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Conversions
3,292Total Conversions
$35,633Total Sales
$10.82Average Sale

29. Pacing after 15 days after fixing the delivery problem
Day 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Net Media Cost -7.02% -17.78% -18.44% -18.24% -13.25% -10.19% -7.86% -6.30% -4.58% -3.34% -2.72% -2.38% -1.84% -1.42% -0.74%
Impressions -7.02% -17.78% -18.44% -18.24% -13.25% -10.19% -7.86% -6.30% -4.58% -3.34% -2.72% -2.38% -1.84% -1.42% -0.74%
Clicks 2.34% -13.38% -10.09% -8.23% -3.55% 0.67% 3.78% 4.76% 6.46% 7.94% 8.65% 9.20% 9.52% 9.64% 10.07%
Conversions -9.48% -27.32% -25.73% -20.47% -16.70% -12.22% -9.22% -8.07% -7.11% -6.18% -5.36% -5.07% -5.00% -4.65% -4.51%
Sales -1.28% -13.33% -14.09% -9.54% -6.29% 0.00% 4.17% 4.73% 6.19% 7.01% 7.97% 8.36% 8.23% 8.29% 8.82%

31. So, why aren’t you monitoring
your pacing?

32. According to the Chief Marketing Technologist Blog, a
typical marketer uses more than 100 software systems
to execute their marketing programs.
Source: Chief Marketing Technologist Blog

33. Source: Chief Marketing Technologist Blog

34. Source: Chief Marketing Technologist Blog
None of these systems will tell you
if you are on track to hit your
marketing objectives

36. How to build a pacing system

37. Step 1 – Store Plans in Database
Database

38. Step 2 – Break Plans into Intervals
Planned Results
Day 1 2 3 4 5 6 7 8 9
Net Media Cost $ 667 $ 1,333 $ 2,000 $ 2,667 $ 3,333 $ 4,000 $ 4,667 $ 5,333 $ 6,000 $ 6,
Impressions 283,688 567,376 851,064 1,134,752 1,418,440 1,702,128 1,985,816 2,269,504 2,553,191 2,836,
Clicks 5,106 10,213 15,319 20,426 25,532 30,638 35,745 40,851 45,957 51,
Conversions 230 460 689 919 1,149 1,379 1,609 1,838 2,068 2,
Sales $ 2,183 $ 4,366 $ 6,549 $ 8,732 $ 10,915 $ 13,098 $ 15,281 $ 17,464 $ 19,647 $ 21,
Day 16 17 18 19 20 21 22 23 24
Net Media Cost $ 10,667 $ 11,333 $ 12,000 $ 12,667 $ 13,333 $ 14,000 $ 14,667 $ 15,333 $ 16,000 $ 16,
Impressions 4,539,007 4,822,695 5,106,383 5,390,071 5,673,759 5,957,447 6,241,135 6,524,823 6,808,511 7,092,
Clicks 81,702 86,809 91,915 97,021 102,128 107,234 112,340 117,447 122,553 127,
Conversions 3,677 3,906 4,136 4,366 4,596 4,826 5,055 5,285 5,515 5,
Sales $ 34,928 $ 37,111 $ 39,294 $ 41,477 $ 43,660 $ 45,843 $ 48,026 $ 50,209 $ 52,391 $ 54,
Database

39. Step 3 – Load Performance Data
Database

40. Pacing after 4 days
Day 1 2 3 4 5
Net Media Cost -7.02% -17.78% -18.44% -18.24%
Impressions -7.02% -17.78% -18.44% -18.24%
Clicks 2.34% -13.38% -10.09% -8.23%
Conversions -9.48% -27.32% -25.73% -20.47%
Sales -1.28% -13.33% -14.09% -9.54%
Step 4 – Calculate Pacing
Database

41. Step 5 – Visualize

42. Step 6 - Summarize
KPI 1
-18.4%
KPI 2
+23.7%
KPI 3
-7.7%

43. Applications of Pacing
1. Monitoring
2. Early Warning
3. Optimization
4. Proving Value of Marketing

44. Questions?

45. Track your pace. Stop by our table.
Enter drawing to win Apple Watch.

46. Here at the conference
Joanne
Joanne Egner
Product Manager
Bionic
Joe
Joe Pych
Co-Founder & CEO
Bionic
Amahl
Amahl Williams
VP of “Smarketing”
Pluris Marketing