Kemble Fletcher
• Associate Director, Analytics – Currently
LS&Co. global account but have also worked
on: PlayStation, Ho...
The Application Of Analytics Is
Seeing Unprecedented Growth
2
Standing On The Shoulders Of
Giants…
• Observation, Measurement, Experiment,
Hypothesis - Repeat
3
1) The Total Volume Of Data
• There is an estimated 1,200 Exabyte’s worth of
information in the world today
• If all this ...
• Largely considered one of
Man’s greatest technological
achievements
• Apollo 11 had a 2.048 MHz
CPU
2) Computing Power/P...
Apollo 11 had a 2.048 MHz CPU
Typical modern day PC has ~4GHz
Modern graphical/scientific calculator would be about 2.048
...
3) Connectivity/Data Access
7
• By 2015 79.9% (256MM) of the
American population will have access
to the internet
• This i...
• When you get home, open your browser
and find out how many different search
engines you’re using
My Laptop = 3
main and ...
Three Important Factors Have Come
Together To Provide Us With More
Data Than We Can Analyze All At Once
…Marketing Is No d...
“Advertising is taking something
true, funny or meaningful about
a group of people and retelling
that it in a compelling w...
Two Approaches To Measuring People
- Demographics
US Population 317MM
A20-35 63MM
F40-64 53MM
K<5 19MM
People Who Like Dogs
Poodles
Shepherds
Terriers
Two Approaches To Measuring People
- Psychographics
Terriers
In Analytics, Trendlines = Habits
R² = 0.6968
0
5
10
15
20
25
30
35
40
45
50
0 5 10 15 20 25 30 35 40 45
Series1 ...
Hierarchy of Goals
Business Objective
Campaign Objective
Media
Objective
Creative
Objective
14
Hierarchy of Goals - Examples
15
Y/Y profit margin increase or
increase sales to all loyalty
consumers
Drive people to X f...
Defining Goals
• Define Measurable Goals
• Each campaign, creative, micro-site, site redesign must have
a business objecti...
17
TV
TRP
GRP
Added Value
Audience
Cost Per X
Time Spent
Registration
Digital
Impressions
Visits
Conversions
Cost Per X
Pa...
Prioritizing Metrics
Each project should identify the appropriate metric for
different tasks
KPI’s
(Key Performance Indica...
Example Measurable Goal
“Increase worldwide preference for Centrino2 within
Business and Consumer targets from the current...
Example Measurable Goal
What
Whom? How Much?
When
20
…Business and Consumer… …from the current 4% to 8%...
…by 12/31/09.
“...
Trafficking - CRS
Objectives and
Strategies
Recommendation
Placement Creation
Trafficking
Pre-Launch
Campaign Launch
Campa...
Campaign Launch
Objectives and
Strategies
Recommendation
Placement Creation
Trafficking
Pre-Launch
Campaign Launch
Campaig...
Campaign Launch
Objectives and
Strategies
Recommendation
Placement Creation
Trafficking
Pre-Launch
Campaign Launch
Campaig...
Campaign Launch
Objectives and
Strategies
Recommendation
Placement Creation
Trafficking
Pre-Launch
Campaign Launch
Campaig...
Google Helps Determine where the
Flu will breakout next
• In 2008 Google engineers wanted to know if
they could model real...
Google Helps Determine Where
The Next Flu Outbreak Will Take
Place
http://googleblog.blogspot.com/2008/11/trac
king-flu-tr...
The Fruit Of That Labor Can Be
Informative As Well As Fun
http://www.youtube.com/watch?v=5Zg-C8AAIGg#t=06m18s
thinkLA AdU: Media Planning 2014 - Kemble Fletcher
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thinkLA AdU: Media Planning 2014 - Kemble Fletcher

  1. 1. Kemble Fletcher • Associate Director, Analytics – Currently LS&Co. global account but have also worked on: PlayStation, Honda, HTC, Paramount Theatrical, Hilton and eHarmony • 8 years in advertising/analytics • Started in 2006 making ~$20K - $30K (media not analytics)
  2. 2. The Application Of Analytics Is Seeing Unprecedented Growth 2
  3. 3. Standing On The Shoulders Of Giants… • Observation, Measurement, Experiment, Hypothesis - Repeat 3
  4. 4. 1) The Total Volume Of Data • There is an estimated 1,200 Exabyte’s worth of information in the world today • If all this information were placed on a standard memory CD, the CDs would stack to the moon, five times over • As recently as 2000, only one quarter of all the world’s information was digital. Today less than 2% of all data information stored is non-digital (paper, film, analog media) Source: The Economist; Data, data everywhere, Feb 27th 2010 article
  5. 5. • Largely considered one of Man’s greatest technological achievements • Apollo 11 had a 2.048 MHz CPU 2) Computing Power/Processing Power 5 Apollo Lunar Module
  6. 6. Apollo 11 had a 2.048 MHz CPU Typical modern day PC has ~4GHz Modern graphical/scientific calculator would be about 2.048 Apollo Lunar Module 6 http://en.wikipedia.org/wiki/Apollo_Guidance_Computer 2) Computing Power/Processing Power
  7. 7. 3) Connectivity/Data Access 7 • By 2015 79.9% (256MM) of the American population will have access to the internet • This is about a 2% increase from 2014 that will continue to rise through 2018, where it is expected to reach saturation
  8. 8. • When you get home, open your browser and find out how many different search engines you’re using My Laptop = 3 main and 18 additional indexes to pull into the search Omnibox 8 3) Connectivity/Data Access
  9. 9. Three Important Factors Have Come Together To Provide Us With More Data Than We Can Analyze All At Once …Marketing Is No different
  10. 10. “Advertising is taking something true, funny or meaningful about a group of people and retelling that it in a compelling way”
  11. 11. Two Approaches To Measuring People - Demographics US Population 317MM A20-35 63MM F40-64 53MM K<5 19MM
  12. 12. People Who Like Dogs Poodles Shepherds Terriers Two Approaches To Measuring People - Psychographics
  13. 13. Terriers In Analytics, Trendlines = Habits R² = 0.6968 0 5 10 15 20 25 30 35 40 45 50 0 5 10 15 20 25 30 35 40 45 Series1 Poly. (Series1)
  14. 14. Hierarchy of Goals Business Objective Campaign Objective Media Objective Creative Objective 14
  15. 15. Hierarchy of Goals - Examples 15 Y/Y profit margin increase or increase sales to all loyalty consumers Drive people to X for predetermined period of time Meet and Achieve R/F Determine M/F Creative Preference
  16. 16. Defining Goals • Define Measurable Goals • Each campaign, creative, micro-site, site redesign must have a business objective set up (before) tactical planning and execution • Measure What Matters • Valued Activities/Engagement • Business Value—the key filter • Remember Why You Are Measuring • Data that’s not actionable is meaningless • KPIs on a dashboard are just numbers—analytics informs you what to do to improve
  17. 17. 17 TV TRP GRP Added Value Audience Cost Per X Time Spent Registration Digital Impressions Visits Conversions Cost Per X Pageviews Bounce Rate Interaction Rate Clicks Time Spent Download Registration Print GRP TRP Audience Cost Per X Registration Radio GRP TRP Cost Per X Time Spent Registration OOH Audience Cost Per X Registration Prioritizing Metrics
  18. 18. Prioritizing Metrics Each project should identify the appropriate metric for different tasks KPI’s (Key Performance Indicator) Optimization Metrics Diagnostic Metrics A business-relevant metric, relating to sales (e.g. ROI) or brand/message adoption (e.g. brand lift). A KPI can be either a count or ratio, but is typically a ratio (e.g. “Increased X by Y%”). A “media metric”, supportive of program KPI’s, but generally related to media, not business. Optimization metrics are ratios, as they are directly representative of relational performance (e.g. Conversion Rate, Revenue per Purchase). These metrics provide an extra layer of insight to explain why optimization metrics may or may not be improving. Common diagnostic metrics include bounce rate, dwell time, user pathing, and page/site attrition. 18
  19. 19. Example Measurable Goal “Increase worldwide preference for Centrino2 within Business and Consumer targets from the current 4% to 8% by 12/31/09” Action Where What 19 Increase … …worldwide… …preference for Centrino2…
  20. 20. Example Measurable Goal What Whom? How Much? When 20 …Business and Consumer… …from the current 4% to 8%... …by 12/31/09. “Increase worldwide preference for Centrino2 within Business and Consumer targets from the current 4% to 8% by 12/31/09”
  21. 21. Trafficking - CRS Objectives and Strategies Recommendation Placement Creation Trafficking Pre-Launch Campaign Launch Campaign Management Post Buy 21 Integrating Analytics Into Your Process
  22. 22. Campaign Launch Objectives and Strategies Recommendation Placement Creation Trafficking Pre-Launch Campaign Launch Campaign Management Post Buy 22 Different Approaches Depending On The Business Goals Typical Approach
  23. 23. Campaign Launch Objectives and Strategies Recommendation Placement Creation Trafficking Pre-Launch Campaign Launch Campaign Management Post Buy 23 Different Approaches Depending On The Business Goals Approach For A Cinematic Client
  24. 24. Campaign Launch Objectives and Strategies Recommendation Placement Creation Trafficking Pre-Launch Campaign Launch Campaign Management Post Buy 24 Different Approaches Depending On The Business Goals Approach For A Tech Client
  25. 25. Google Helps Determine where the Flu will breakout next • In 2008 Google engineers wanted to know if they could model real world phenomena off of Google search trends • Started by looking at thousands of keywords people were using to describe the FLU • Were eventually able to narrow it down to 45 keywords that had a statistically sound correlation between the frequency of these search queries and the number of people experiencing flu-like symptoms 26
  26. 26. Google Helps Determine Where The Next Flu Outbreak Will Take Place http://googleblog.blogspot.com/2008/11/trac king-flu-trends.html http://www.nature.com/nature/journal/v457/ n7232/full/nature07634.html 27
  27. 27. The Fruit Of That Labor Can Be Informative As Well As Fun http://www.youtube.com/watch?v=5Zg-C8AAIGg#t=06m18s

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