3 Ways Brands Can Tackle the Media Transparency Challenge
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Transcript of 3 Ways Brands Can Tackle the Media Transparency Challenge
© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.1
The Transparency Challenge December 8th, 2016
© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.2
Meet Your Speakers
Matt JacobsVP, Marketing StrategyOrigami Logic
Jeff ChamberlainDirector of Product MarketingOrigami Logic
© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.3
© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.4
MEDIA TRANSPARENCY
ADS(Buy / Sell)
DATA(Measure/Optimize)
© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.5
Advertiser AOR ATD DSP Exchange Publisher
100%
10%
16%
11%
8%
55%
ADVERTISING TRANSPARENCY
This overstates the value of your media dollar
• Ad blocking• Ad fraud• Bots• Viewability• Poor engagement
Source: ANA
© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.6
DATA TRANSPARENCY
• Reporting• Accessibility• Ownership
• Cleansing• Validation• Back fetching• Gaps
• Tagging*
• Enrichment• Fusing• Segmentation• Aggregations• Calculations
Complexity
Know
ledg
e
* Includes Standards and Governance
Times Number of Channels
© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.7
Conditions for Success:
1. Commitment to Cultural Change
2. Investment in Media & Measurement Pros
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Which road are you on?
“It’s the right thing to do”
“Prove it’s needed”
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Build the business caseStart by asking: • What’s the value of data accuracy? What are insights and optimization worth? • Are they worth more than 1 FTE focused on ad-buying and data transparency?
Develop your case:• Make NPV, ARR, and IRR your new best friends• Tie everything – including the role – to business outcomes
• Purchases / subscriptions (net new, recurring)• Revenue• Pre-tax profit
• Secure an exec sponsor
© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.10
What not to do…
1. Fail to get an executive sponsor
2. Fail to define “true north”
3. Focus too much on technology
4. Fail to partner with procurement
5. Fail to enlist agency partners
© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.11
Deriving Under the Influence
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Key Performance Indicators
80 / 20
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DESI
RED
REQU
IRED
The unglamorous reality…
Centralized, accurate, transparent view of performance Agile, data-informed decision-makingTrack spend & business progressCollect near/real-time data from partners/publishers
Enlist internal and external parties in semi-frequent auditsTie roles, workflow, and measures to business performance Invest in media and measurement prosSecure an executive sponsorBuild the business caseCommit to cultural changeDefine your north star
© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.14
Achieving transparency through cultural change
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Committing to cultural change through action1. Secure an exec sponsor
A. Give them a trusted advisorB. Enable them with data to make decisions (frequently!)C. Incorporate top-down goals for transparency and related improvement
2. Standardize A. Tagging B. Campaign measurement framework
3. Conduct an annual, independent analysis / audit of performance
4. Disseminate ad-buying and data transparency in a tool / reporting platform
5. Invest in training
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Delivering Data Transparency
People, Process and Platforms
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DATA DRIVEN DECISIONINGAGILE EXECUTION TRUSTED DATA
MODERN MARKETING
Measurement Gap Execution Gap
Marketing, Advertising, CRM and Direct Response Execution Platforms Files, Assets, 3rd party data
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Current approaches are challenged
Manual Analysis
Labor IntensiveSlow
Error Prone
IT Build w/ BI Stack
CostlyInflexible
Not for Marketing users
Brand
Agency A
Agency B
Agency C
Agency/Publisher Reporting
Data SilosSlow follow-up/drill down
Lack of transparency
© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.19
A Trusted Partner across people, process and technology
Origami Platform• Full stack solution for
marketers & data teams
Implementation Services• KPIs, metrics, workflows,
& collaboration
Strategic Consulting• How does measurement
support agile marketing?
© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.20
Open
Expo
rt
OpenConnectMarketing, Advertising and Direct Response Execution Platforms
Data collection at enterprise-scaleCOLLECT &
REFINE
Dynamic organization and segmentation of dataORGANIZE &INTEGRATE
Global exploration and collaboration built for marketing
InsightStudio
ACTIVATE &OPTIMIZE
DATA DRIVEN DECISIONING AGILE EXECUTION TRUSTED DATA
Unified Data Enginepowered by Marketing Graph™
CMO Dashboard
Cross-ChannelMeasurement
SocialPerformanceMeasurement
VideoPerformanceMeasurement
Audience SegmentAnalytics
MediaTransparency
Marketing DataStream
© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.21
Open
Expo
rt
OpenConnectMarketing, Advertising and Direct Response Execution Platforms
Data collection at enterprise-scaleCOLLECT &
REFINE
Dynamic organization and segmentation of dataORGANIZE &INTEGRATE
Global exploration and collaboration built for marketing
InsightStudio
ACTIVATE &OPTIMIZE
DATA DRIVEN DECISIONING AGILE EXECUTION TRUSTED DATA
Unified Data Enginepowered by Marketing Graph™
© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.22
Open
Expo
rt
OpenConnectMarketing, Advertising and Direct Response Execution Platforms
Data collection at enterprise-scaleCOLLECT &
REFINE
Dynamic organization and segmentation of dataORGANIZE &INTEGRATE
Global exploration and collaboration built for marketing
InsightStudio
ACTIVATE &OPTIMIZE
DATA DRIVEN DECISIONING AGILE EXECUTION TRUSTED DATA
Unified Data Enginepowered by Marketing Graph™
Before:• Agency reporting
• Siloed reports
• Weeks delay
After:• Agency insights
• Cross-channel campaign view
• In-flight optimization
© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.23
Origami Provides Total Data Transparency and Accelerates Time-to-Insight for Your Internal Teams
© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.24
Thank You & Questionswww.origamilogic.com | [email protected]