Marketing is spaghetti of channels, audiences, tactics...

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Copyright © Kvantum Inc. - Real-Time Cross-Channel Marketing Optimization

Platform

Marketing is spaghetti of channels, audiences, tactics, ….

What is the role of each in driving consumption?

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Platform

Marketing environments change rapidly in response to

change in consumer’s digital interactions with

advertising channels.

Known Changes to

algorithms in past 2

years that impact ad

effectiveness – Google

25+ , Facebook 20+

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Platform

And there is a constant evolution & maturation of newer

ad environments.

CROSS DEVICE TRACKING

MEASUREMENT & TRACKING

PROGRAMMATIC ADS

PORTA- POTTY

Sourced from : Pinterest

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Platform

If I have to put all my money in only ONE marketing

channel today, which channel would I choose?

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Platform

No single channel can truly address all the

permutations of the customer journey, but still if I

have to choose a channel today, I would probably

choose.

Amazon (strictly my opinion!)

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Platform

What about 6 - 12 months back? Would my choice

be any different?

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Platform

What about 6-12 months back? Would my choice

be any different?

Google Display Network (again, strictly my

opinion!)

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Platform

What about 18 months back? Would my choice be

any different?

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Platform

What about 18 months back? Would my choice be

any different?

Facebook platform + Instagram + Pinterest maybe

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5 years back?

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5 years back?

TV, perhaps?

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The important question is: what about 6 – 12 months

from now?

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Platform

We do not know ….

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Platform

ROI ( 1 Months Trailing) ROI ( 2 Months Trailing)

Campaign – Spring Style $1.20 $1.19

TV $1.19 $1.35

Early Fringe $1.10 $0.80

News $2.15 $1.89

Prime $3.12 $3.00

GDN $5.20 $6.20

Remarketing 30 days $7.14 $6.14

Apparel & Accessories|

Outerwear

$1.95 $1.99

Home & Garden | Home

Decor

$5.32 $6.82

… … …

Facebook | Instagram (50:50) $3.10 $3.15

Website visitors

retargeting

$4.20 $4.25

Fans $1.60 $1.70

… … …

Programmatic Display $5.43 $5.43

X-Axis $6.03 $6.03

Acxiom $1.20 $1.20

Programmatic TV $7.60 $7.60

Hulu $10.18 $10.18

Samba $4.30 $4.30

GDNSpend: $2MM

ROI: $5.20Target OTR:

85%

The only way to know channels that work & are emerging

is through rapid, granular tracking of Marketing ROI.

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Platform

Granular insight is useful only if it is paired with

rapid action

Rapid Measurement

Actionability

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Platform

How does AI enable rapid, granular insight at scale

and effective cost?

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Platform

How does AI enable rapid, granular insight at scale and

effective cost?

1. Consumer voice through text, image & video content

2. Learn from high dimensional data available

3. Establish situational context & tracking of marketing

performance

4. Support rapid test & learn

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Platform

Use AI/ML to tap into

consumer voice

Consumers express their opinions,

reactions & perceptions through various

digital & social forums. Use of AI/ML

algorithms to mine context & sentiment

provides a rich source of signals required

to understand ongoing brand sentiment.

#Convolutional Neural Nets

#Deep_Learning_NLP

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Platform

Harness rich, high

dimensional data.

The marketing process generates massive

amounts of data, but it is mostly very high

dimensional and short run time series. AI &

ML domains provides high dimensional

pattern extraction & causal reasoning

techniques that help exploit the

information available in such large data

sources.

#High Dimensional Covariance Estimation

#Matrix Factorization #Clustering

#Decision Trees

Thousands of variables that

reflect media tactics,

audience characteristics

Short timeframes

(12 – 24 weeks of data)

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Platform

Establish situational

context & tracking

marketing performance.

We leverage very similar AI

algorithms that establish situational

context & tracking of the performance

of a marketing channel, without the

need to observe and track each

consumer.

The key role of AI/ML is to be able to

adapt to various levels of data

availability & data noise to establish

actionable outcomes.

The navigation, tracking & control of the

Mars Rover was done from 54.6 million

miles away without a clear view of the

rover.

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Platform

Learn from actions undertaken in response to

marketing performance

Dayparts Media Inventory

Hypothesis

CPM/CPP Ranges Brand Inputs Product & Event

Creatives

Brand, Media

Decisions & Actions

Feedback from past test & learn activities

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Platform

As an organization how do you connect this with

actionability?

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Platform

Gaining actionable attribution output

beyond digitalBreadth

within a tacticDepth

of measurementVersatility

utilizing benchmarks and saturation curves

Optimization

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Platform

Direct Stimulus

Media

Digital Media

Traditional Media

Other Tactic

Public Relations

Shopper

Marketing

Trade Marketing

Consumer Promotions

Indirect

Stimulus

Halo Impact of Sister

Brand(s)

Brand A Brand B

Look at the entire marketing landscape not just

digital

TV Print Display Social

Media

OLV PR Paid

Search

Amazon

Display

Cartwheel FSI DFSI -

Vendor A

DFSI -

Vendor B

RO

I ($

)

Year 1 Year 2

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Platform

Example – ROI comparison of broad tactics

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Platform

Digital Media

Display / Video

ProgrammaticAmazon

YoutubePartner site

Social

Facebook Instagram Pinterest Twitter

Search

Google Bing

Mo

bil

e

High impact

banners

Video banners

Native ads

Carousel Video Image Pin Tweet GDN Shopping AdwordsCollection

Standard banners

De

skto

p

Deep dive into each digital tactic

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Platform

Media

Print (e.g.)

Publication A

Publication B

Other Tactic

Trade Marketing

Display Feature TPR

Consumer Promotions

Free Quantity

IRC FSI DFSI

Shopper Marketing

Cartwheel Ibotta

Coupon Value

Page LengthTimingHigh

Impact UnitContextStandard

UnitVendor

Mo

nth

1M

on

th 3

Mo

nth

2

Deep dive into other tactics

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Platform

ROIEfficiencyEffectivenessVolume

Mass

Customer A, B

Grocery

Customer P, Q, R, SClub Drug

Versatility of Measures By Channel

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Platform

Automate data collection

Collect/reconcile data real-time

Analyze/report attribution real-time

Automate real-time feedback into mix execution

Opportunities

Thank You!

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Harpreet Singh Atif Syed

Marketing is spaghetti of channels, audiences, tactics...

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