Marketing Measurement Therapy Webcast slides by BECKON
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Transcript of Marketing Measurement Therapy Webcast slides by BECKON
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Agenda
@Forrester @BeckonInc
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MARKETING MEASUREMENT THERAPY Marketing Analytics Strategies to Cure Your Big Data Headache
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© 2014 Forrester Research, Inc. Reproduction Prohibited
Empowered buyers create a new era of competitive advantage
Source: October 10, 2013 “Competitive Strategy in the Age of the Customer” report.
@lauraramos @Forrester @BeckonInc
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© 2014 Forrester Research, Inc. Reproduction Prohibited
The Age of the Customer
A 20-year business cycle in which the most successful enterprises will
reinvent themselves to systematically understand and serve increasingly
powerful customers
A 20-year business cycle in which the most successful enterprises will
reinvent themselves to systematically understand and serve increasingly
powerful customers
@lauraramos @Forrester @BeckonInc
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© 2014 Forrester Research, Inc. Reproduction Prohibited
Source: March 28, 2013, “The New Physics Of Lead-To-Revenue Management” Forrester report
Omnichannel buying increases purchase complexity
@lauraramos @Forrester @BeckonInc
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© 2014 Forrester Research, Inc. Reproduction Prohibited
15%
“Marketing is good at using data and analytics to make
course judgments.”
Marketing lacks strong ability to show impact
18%
13%
“Marketing’s financial value is clear to the
business.”
“Marketing is good at using data and analytics to make
strategic recommendations.”
Source: Forrester/ITSMA/VEM May 2013 Global Marketing Performance Measurement Online Survey
Base: 412 Marketing, Sales and Business Executives, “Strongly Agree” responses only
@lauraramos @Forrester @BeckonInc
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© 2014 Forrester Research, Inc. Reproduction Prohibited
Execs don’t factor marketing analysis into their decision making
Source: Forrester/ITSMA/VEM May 2013 Global Marketing Executive Performance Management Online Survey Base: 383 Marketing, Sales and Business Executives
@lauraramos @Forrester @BeckonInc
“To what extent are your key stakeholders using the data, metrics, and/or analyses developed by marketing?”
16% 13%
9% 6%
Sales BU or Division Leaders
CEO CFO
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© 2014 Forrester Research, Inc. Reproduction Prohibited
But then again, CMOs don’t really either
Source: The Feb 2013 CMO Survey sponsored by Duke Fuqua School of Business and The American Marketing Association
In a survey of CMOs, the percent of marketing projects leveraging marketing analytics:
Feb-12 Aug-12 Feb-13 Aug-13
37%
35%
30% 29%
@lauraramos @Forrester @BeckonInc
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Time to make a date with your big data destiny
@lauraramos @Forrester @BeckonInc
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© 2014 Forrester Research, Inc. Reproduction Prohibited
Get your data house in order
• Large and diverse quantities
• Messy and missing data
• Silo’ed or hoarded
• Not owned by you
• Focused on “how” not “why”
“How effective is your marketing at using data analytics?”
Base: 293 Marketing, Sales, Bus. Execs (% of respondents shown)
@lauraramos @Forrester @BeckonInc
2 5
8 19
16 16
17 11
4 1
10 9 8 7 6 5 4 3 2 1
Source: Forrester/ITSMA/VEM May 2013 Global Marketing Performance Management Online Survey
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© 2014 Forrester Research, Inc. Reproduction Prohibited
Get your data house in order
• Large and diverse quantities
• Messy and missing data
• Silo’ed or hoarded
• Not owned by you
• Focused on “how” not “why”
“How effective is your marketing at using data analytics?”
Base: 293 Marketing, Sales, Bus. Execs (% of respondents shown)
@lauraramos @Forrester @BeckonInc
2 5
8 19
16 16
17 11
4 1
10 9 8 7 6 5 4 3 2 1 85%
Source: Forrester/ITSMA/VEM May 2013 Global Marketing Performance Management Online Survey
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© 2014 Forrester Research, Inc. Reproduction Prohibited
Marketers rely on outmoded tools to report performance
Source: Forrester/ITSMA/VEM May 2013 Global Marketing Performance Management Online Survey
@lauraramos @Forrester @BeckonInc
28%
26%
23%
286 Marketing, Sales and Business Executives
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© 2014 Forrester Research, Inc. Reproduction Prohibited
Dashboards fail to measure real-time business outcomes
@lauraramos @Forrester @BeckonInc
“How well does your marketing dashboard enable you to do the following?”
Source: Forrester/ITSMA/VEM May 2013 Global Marketing Performance Measurement Online Survey
Base: 168 Marketing, Sales and Business Executives
25%
19%
18%
14%
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© 2014 Forrester Research, Inc. Reproduction Prohibited
They struggle to produce forward-looking measures and analytics
Source: Forrester/ITSMA/VEM May 2013 Global Marketing Executive Performance Management Online Survey
Base: 219 Marketing, Sales and Business Executives
@lauraramos @Forrester @BeckonInc
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© 2014 Forrester Research, Inc. Reproduction Prohibited
Design dashboards around buyer’s journey to drive real-time results
Source: February 2014 “Brief: Redesign B2B Dashboards Around Customers To Deliver Actionable Insights” Forrester report.
@lauraramos @Forrester @BeckonInc
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© 2014 Forrester Research, Inc. Reproduction Prohibited
Source: Forrester/ITSMA/VEM May 2013 Global Marketing Executive Performance Management Online Survey
Reporting doesn’t show marketing where to go next
“Do you use data analytics as a predictive tool or to report past performance?”
Base: 367 Marketing, Sales and Business Executives (percentages may not total 100 because of rounding)
@lauraramos @Forrester @BeckonInc
52%
21%
7%
7%
13%
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© 2014 Forrester Research, Inc. Reproduction Prohibited
Move from reporting performance to driving the business
@lauraramos @Forrester @BeckonInc
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© 2014 Forrester Research, Inc. Reproduction Prohibited
Making data actionable
Static • Predefined • Owned • Stagnates on
stale data
Thomas guide graphic
placeholder
@lauraramos @Forrester @BeckonInc
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© 2014 Forrester Research, Inc. Reproduction Prohibited
Making data actionable
Static • Predefined • Owned • Stagnates on
stale data
Reactive • One-way • Brokered • Responds to
new data
Thomas guide graphic
placeholder
@lauraramos @Forrester @BeckonInc
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© 2014 Forrester Research, Inc. Reproduction Prohibited
Making data actionable
Static • Predefined • Owned • Stagnates on
stale data
Reactive • One-way • Brokered • Responds to
new data
Interactive • Two-way • Agile • Evolves with
new data
Thomas guide graphic
placeholder
@lauraramos @Forrester @BeckonInc
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© 2014 Forrester Research, Inc. Reproduction Prohibited
Making data actionable
Static • Predefined • Owned • Stagnates on
stale data
Reactive • One-way • Brokered • Responds to
new data
Interactive • Two-way • Agile • Evolves with
new data
Adaptive • Multiway • Collaborative • Adapts “just in
time”
Thomas guide graphic
placeholder
@lauraramos @Forrester @BeckonInc
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© 2014 Forrester Research, Inc. Reproduction Prohibited @jenniferland @BeckonInc
• Data from many different sources • Adaptive • Dynamic, real-time • Collaborative • Forward-looking (what’s coming up) • Basis for real-time decision-making
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© 2014 Forrester Research, Inc. Reproduction Prohibited
What else we need to get there:
› Team to help diagnose and tune dashboard performance
› Programming-free integration between the data stores and transactional systems
› User experience focused on key audiences
› Tools that help predict new business opportunity
@lauraramos @Forrester @BeckonInc
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Agenda
@jenniferland @BeckonInc
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MARKETING MEASUREMENT THERAPY Marketing Analytics Strategies to Cure Your Big Data Headache
HOW AND WHAT TO MEASURE NOW
@jenniferland @BeckonInc
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@jenniferland @BeckonInc
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There have never been so many
ways to spend your marketing dollars
Experimentation
• SO many channels • SO many new tactics • SO many markets • SO many segments • SO many partners
@jenniferland @BeckonInc
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There have never been so many
ways to spend your marketing dollars
Experimentation Accountability
• SO many channels • SO many new tactics • SO many markets • SO many segments • SO many partners
• Need to deliver reliably • Need to do more with less • Need to remind all why you are
doing what you are doing • Need to know what’s working best • Business impact reporting to many
constituents @jenniferland @BeckonInc
Never as much pressure to justify
the decisions you make
AND
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It’s a journey
The Marketing Analytics Maturity Model
@jenniferland @BeckonInc
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It’s a journey
1 Disparate
reports
No integrated visibility
The Marketing Analytics Maturity Model
@jenniferland @BeckonInc
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It’s a journey
1 Disparate
reports
No integrated visibility
2 Manual
integrated reporting
Using data to describe the past
The Marketing Analytics Maturity Model
@jenniferland @BeckonInc
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It’s a journey
1 Disparate
reports
No integrated visibility
2 Manual
integrated reporting
Using data to describe the past
3 Automated integrated reporting
Using data to act
The Marketing Analytics Maturity Model
@jenniferland @BeckonInc
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It’s a journey
1 Disparate
reports
No integrated visibility
2 Manual
integrated reporting
Using data to describe the past
3 Automated integrated reporting
Using data to act
4 Planning
Use data to set goals
The Marketing Analytics Maturity Model
@jenniferland @BeckonInc
![Page 36: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/36.jpg)
It’s a journey
1 Disparate
reports
No integrated visibility
2 Manual
integrated reporting
Using data to describe the past
3 Automated integrated reporting
Using data to act
4 Planning
Use data to set goals
The Marketing Analytics Maturity Model
@jenniferland @BeckonInc
5 Modeling
Use data to predict
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Most marketing departments are stuck at phase 2
1 Disparate
reports
2 Manual
integrated reporting
3 Automated integrated reporting
4 Planning
5 Modeling
The Marketing Analytics Maturity Model
@jenniferland @BeckonInc
No integrated visibility
Using data to describe the past
Using data to act
Use data to set goals
Use data to predict
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Symptoms of Phases 1 and 2
1 Disparate
reports
No integrated visibility
2 Manual
integrated reporting
Using data to describe the past
1. It’s almost August and you are just wrapping up the May report
@jenniferland @BeckonInc
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Symptoms of Phases 1 and 2
1 Disparate
reports
No integrated visibility
2 Manual
integrated reporting
Using data to describe the past
1. It’s almost August and you are just wrapping up the May report
2. You literally call reporting ‘hind-sighting’
@jenniferland @BeckonInc
![Page 40: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/40.jpg)
Symptoms of Phases 1 and 2
1 Disparate
reports
No integrated visibility
2 Manual
integrated reporting
Using data to describe the past
1. It’s almost August and you are just wrapping up the May report
2. You literally call reporting ‘hind-sighting’
3. Reporting prep takes so long that no time is left for pure insight. You fall back on basic math: Views are up 10%
@jenniferland @BeckonInc
![Page 41: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/41.jpg)
Symptoms of Phases 1 and 2
1 Disparate
reports
No integrated visibility
2 Manual
integrated reporting
Using data to describe the past
1. It’s almost August and you are just wrapping up the May report
2. You literally call reporting ‘hind-sighting’
3. Reporting prep takes so long that no time is left for pure insight. You fall back on basic math: Views are up 10%
4. Your super-smart marketing analyst girl or guy is at risk of leaving
@jenniferland @BeckonInc
![Page 42: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/42.jpg)
Symptoms of Phases 1 and 2
1 Disparate
reports
No integrated visibility
2 Manual
integrated reporting
Using data to describe the past
1. It’s almost August and you are just wrapping up the May report
2. You literally call reporting ‘hind-sighting’
3. Reporting prep takes so long that no time is left for pure insight. You fall back on basic math: Views are up 10%
4. Your super-smart marketing analyst girl or guy is at risk of leaving
5. The Marketing Intelligence Team is considering changing its name to the Marketing Plumbing Department
@jenniferland @BeckonInc
![Page 43: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/43.jpg)
Symptoms of Phases 1 and 2
1 Disparate
reports
No integrated visibility
2 Manual
integrated reporting
Using data to describe the past
1. It’s almost August and you are just wrapping up the May report
2. You literally call reporting ‘hind-sighting’
3. Reporting prep takes so long that no time is left for pure insight. You fall back on basic math: Views are up 10%
4. Your super-smart marketing analyst girl or guy is at risk of leaving
5. The Marketing Intelligence Team is considering changing its name to the Marketing Plumbing Department
6. Ad hoc questions lobbed into your team strike terror in your heart
@jenniferland @BeckonInc
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What’s needed to get past stage 2?
DIGITAL AD PERFORMANCE
EMAIL WEBSITE
SEARCH TV
STORE DATA
OOH PR
EVENTS SOCIAL MEDIA
BRAND TRACKER FINANCE
ALL YOUR DISPARATE DATA SOURCES
@jenniferland @BeckonInc
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What’s needed to get past stage 2?
DIGITAL AD PERFORMANCE
EMAIL WEB SITE
SEARCH TV
STORE DATA
OOH PR
EVENTS SOCIAL MEDIA
BRAND TRACKER FINANCE
MARKETING SPEND + ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
@jenniferland @BeckonInc
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UNITED, REAL-TIME DATA HUB (MARKETING SPEND, ACTIVITY
+ BUSINESS AND BRAND METRICS)
DIGITAL AD PERFORMANCE
EMAIL WEB SITE
SEARCH TV
STORE DATA
OOH PR
EVENTS SOCIAL MEDIA
BRAND TRACKER FINANCE
@jenniferland @BeckonInc
What’s needed to get past stage 2?
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UNITED, REAL-TIME DATA HUB (MARKETING SPEND, ACTIVITY
+ BUSINESS AND BRAND METRICS)
KPI FRAMEWORK FOR CROSS-CHANNEL REPORTING
DIGITAL AD PERFORMANCE
EMAIL WEB SITE
SEARCH TV
STORE DATA
OOH PR
EVENTS SOCIAL MEDIA
BRAND TRACKER FINANCE
@jenniferland @BeckonInc
What’s needed to get past stage 2?
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Early warning system + diagnostics for what to do next: the WAZE for marketing
UNITED, REAL-TIME DATA HUB (MARKETING SPEND, ACTIVITY
+ BUSINESS AND BRAND METRICS)
KPI FRAMEWORK FOR CROSS-CHANNEL REPORTING
DIGITAL AD PERFORMANCE
EMAIL WEB SITE
SEARCH TV
STORE DATA
OOH PR
EVENTS SOCIAL MEDIA
BRAND TRACKER FINANCE
@jenniferland @BeckonInc
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CONVERSE (NIKE) IN BECKON
WHY BECKON? • Data system of
record • Agency
accountability • Shared integrated
reporting • Watch campaigns
unfold in “real-time”
• Save time, free up analysts to focus on insight
• See cross-channel connections in data
DATA IN BECKON • North America • Print, radio,
OOH, online display, web, paid search
• Sales data from outlet stores, own stores, wholesale and e-commerce
• Brand equity metrics
GOAL: CREATE A MARKETING SPEND AND PERFORMANCE SYSTEM OF RECORD TO MAKE BETTER MEDIA BUYS AND KEEP AGENCIES ACCOUNTABLE.
@jenniferland @BeckonInc
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MICROSOFT MOBILE IN BECKON
WHY BECKON? • Data system of record • Agency accountability • Shared integrated
reporting • Watch campaigns
unfold in “real-time” • Reallocate media spend
faster • Save time, free up
analysts to focus on insight
• See cross-channel connections in data
DATA IN BECKON • Paid media, social,
web, leads, activations
• Competitive media spend
• Intent to Purchase survey data
• Scope: all handset launches, North America
GOAL: REPLACE MANUAL CUT-AND-PASTE + REPORTING WITH CONTINUOUSLY AND AUTOMATICALLY UPDATED DASHBOARDS. SAVE TIME AND GAIN INSIGHT.
@jenniferland @BeckonInc
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SKY IN BECKON
WHY BECKON? • Data system of record • Agency accountability • Shared integrated
reporting • Watch campaigns
unfold in “real-time” • Save time, free up
analysts to focus on insight
• See cross-channel connections in data
DATA IN BECKON • UK and Ireland • The major
integrated, cross-channel campaigns
• Both brand advertising and direct marketing tactics
• Brand equity trackers
• Business outcome data
GOAL: REIGN IN THE DATA FOR THE LARGEST ADVERTISER IN THE UK TO GET MORE REAL-TIME VISIBILITY AND BETTER UNDERSTANDING OF WHAT’S WORKING.
@jenniferland @BeckonInc
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STUBHUB (EBAY) IN BECKON
WHY BECKON? • Data system of record • Agency accountability • Shared integrated
reporting • Watch campaigns
unfold in “real-time” • Save time, free up
analysts to focus on insight
• See cross-channel connections in data
DATA IN BECKON • North America and
Europe • Transactions, traffic,
media channel attributable revenue, loyalty program data
• Brand equity survey data
GOAL: GET AUTOMATED, INTEGRATED REPORTING TO MATCH THEIR INTEGRATED PLANNING AND INTEGRATED EXECUTION. SEE CONNECTIONS IN DISPARATE FEEDS.
@jenniferland @BeckonInc
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UNION BANK IN BECKON
WHY BECKON? • Marketing data source
of truth and system of record
• Agency accountability • Shared integrated
reporting • Watch campaigns unfold
in “real-time” • Save time, free up
analysts to focus on insight
• Rapid performance reporting back to BUs
DATA IN BECKON • All evergreen
digital channel spend and performance (web, email, search, display, social)
• The major integrated, cross-channel campaigns
• All data tagged by dozens of product, verticals and lines of business
GOAL: REIGN IN THE DATA FOR MARKETING LEADERSHIP TO GET MORE REAL TIME VISIBILITY AND BETTER UNDERSTANDING OF WHAT’S WORKING.
@jenniferland @BeckonInc
![Page 54: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/54.jpg)
GAP IN BECKON
WHY BECKON? • Real-time KPI tracker for
the CMO • United, cross-channel
data hub • Early warning system • Plan vs. actual
monitoring and reporting of variances
• Platform for forward-looking modeling
DATA IN BECKON • Brand media
spend and performance
• Social • CRM • Brand Tracker • Business results
GOAL: DELIVER REAL-TIME BUYER’S JOURNEY KPIS TO THE CMO AND MARKETING ORGANIZATION FOR BOTH EARLY WARNING SYSTEM AND PREDICTIVE PLATFORM
@jenniferland @BeckonInc
![Page 55: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/55.jpg)
The biggest question is always:
UNITED, REAL-TIME DATA HUB (MARKETING SPEND, ACTIVITY
+ BUSINESS AND BRAND METRICS)
DIGITAL AD PERFORMANCE
EMAIL WEB SITE
SEARCH TV
STORE DATA
OOH
KPI FRAMEWORK FOR CROSS-CHANNEL REPORTING
PR
BRAND TRACKER
SOCIAL MEDIA
EVENTS FINANCE
WHAT METRICS MATTER?
@jenniferland @BeckonInc
![Page 56: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/56.jpg)
Too often marketers track only two metrics:
PAID MEDIA SPEND
SALES
@jenniferland @BeckonInc
![Page 57: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/57.jpg)
Too often marketers track only two metrics:
And we hope that when one goes up, the other does too.
PAID MEDIA SPEND
SALES
@jenniferland @BeckonInc
![Page 58: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/58.jpg)
Too often marketers track only two metrics:
And we hope that when one goes up, the other does too.
BUT WHAT IF IT DOESN’T?
PAID MEDIA SPEND
SALES
@jenniferland @BeckonInc
![Page 59: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/59.jpg)
Too often marketers track only two metrics:
Marketers need better diagnostics to understand marketing performance at a
more fundamental level
PAID MEDIA SPEND
SALES
@jenniferland @BeckonInc
![Page 60: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/60.jpg)
There is a more complex dynamic at play all along a path toward sales
PAID MEDIA
BRAND DIRECT
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
• TV • PRINT • RADIO • OOH • MOBILE • EMAIL • DISPLAY • SEARCH • SOCIAL • EVENTS • PR • SPONORSHIP • MDF …
@jenniferland @BeckonInc
![Page 61: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/61.jpg)
There is a more complex dynamic at play all along a path toward sales
PAID MEDIA
BRAND DIRECT
OWNED PROPERTIES
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
• STORE • WEBSITE • FB PAGE
@jenniferland @BeckonInc
![Page 62: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/62.jpg)
There is a more complex dynamic at play all along a path toward sales
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
@jenniferland @BeckonInc
![Page 63: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/63.jpg)
There is a more complex dynamic at play all along a path toward sales
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
@jenniferland @BeckonInc
![Page 64: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/64.jpg)
There is a more complex dynamic at play all along a path toward sales
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
@jenniferland @BeckonInc
![Page 65: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/65.jpg)
There is a more complex dynamic at play all along a path toward sales
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
@jenniferland @BeckonInc
![Page 66: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/66.jpg)
And these are all goals of marketing
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
![Page 67: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/67.jpg)
But what metrics matter?
@jenniferland @BeckonInc
![Page 68: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/68.jpg)
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
Are we getting our message out? • Total impressions • Ad recall • Total spend • Competitive media spend
@jenniferland @BeckonInc
What metrics matter
![Page 69: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/69.jpg)
What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
How are our owned properties performing? • Footfall • Total site visits • Time on site • Unique visitors • Total community size (Twitter followers,
Facebook fans…)
@jenniferland @BeckonInc
![Page 70: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/70.jpg)
What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
Are consumers talking about us? • Total social mentions • Positive / negative sentiment • Shares, likes, tweets
@jenniferland @BeckonInc
![Page 71: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/71.jpg)
@jenniferland @BeckonInc
What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
Are target customers aware of us? • Top 2 Box awareness (aided/unaided) Proxies: • Social Share of Voice • Aggregate brand impressions • Organic search volume • Natural search ranking
![Page 72: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/72.jpg)
What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
Are customers more likely to buy? • Consideration • Purchase intent (T2B) • Net promoter score • Wish list functionality usage • Store finder functionality usage • Loyalty program sign-ups • # carts initiated @jenniferland @BeckonInc
![Page 73: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/73.jpg)
What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
Are our customers going to recommend us to their peers? • Likelihood to Buy • Customer Satisfaction Ratings • Net Promoter Score • Net sentiment score (Pos-Neg) • Average star rating
@jenniferland @BeckonInc
![Page 74: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/74.jpg)
What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
Are customers buying more? • Revenue • Units • Average Order Value • Percent sold at full price • Conversion rate • Category / SKU sales from
audiences targeted by media
@jenniferland @BeckonInc
![Page 75: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/75.jpg)
But what metrics matter?
@jenniferland @BeckonInc
![Page 76: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/76.jpg)
What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
Is paid media driving traffic to our owned properties (stores, sites)? • Total engagements (clicks, opens, views, etc.) • Engagement rate • Click-through rate • Site traffic from all ad forms (Overall and by campaign / message)
@jenniferland @BeckonInc
![Page 77: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/77.jpg)
What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
Is our paid media driving buzz? Is it being amplified and passed along by consumers? • Paid / earned media ratio • Mentions of the ad campaigns
@jenniferland @BeckonInc
![Page 78: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/78.jpg)
What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
How much is social driving traffic to our site and stores? • Site traffic from social
@jenniferland @BeckonInc
![Page 79: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/79.jpg)
@jenniferland @BeckonInc
What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
Are consumers sharing things from our owned properties? • Use of ‘share this’ functionality • Hashtag usage • Store check-ins • Likes, shares • Retweets
![Page 80: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/80.jpg)
But what metrics matter?
@jenniferland @BeckonInc
![Page 81: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/81.jpg)
@jenniferland @BeckonInc
What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES Cost per point of
NPS ROI
Cost per impression
Cost per engagement
AWARENESS
Total marketing spend per point
of intent
Total marketing spend per point
of awareness PURCHASE
INTENT
![Page 82: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/82.jpg)
But what metrics matter?
@jenniferland @BeckonInc
![Page 83: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/83.jpg)
What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
As we do more traditional media in a market, do we see click-through rates and open rates of digital media go up?
As we do more traditional media in a market, do we see click-through rates and open rates of digital media go up?
@jenniferland @BeckonInc
![Page 84: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/84.jpg)
What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
When we turn off media in a market, does our consideration and purchase intent go down? When? How soon?
When we turn off brand advertising in a market, does our consideration and purchase intent go down? When? How soon?
@jenniferland @BeckonInc
![Page 85: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/85.jpg)
What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
When we turn off media in a market, does our consideration and purchase intent go down? When? How soon?
When positive sentiment goes up, what happens to sales [90] days later?
@jenniferland @BeckonInc
![Page 86: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/86.jpg)
What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
When we turn off media in a market, does our consideration and purchase intent go down? When? How soon?
When use of ‘find a store’ functionality goes up, what happens to sales [10] days later?
@jenniferland @BeckonInc
![Page 87: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/87.jpg)
Which parts correlate most highly with sales? It depends on your business.
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
SALES
The Pizza Company
@jenniferland @BeckonInc
![Page 88: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/88.jpg)
Which parts correlate most highly with sales? It depends on your business.
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
SALES
The Car Company
@jenniferland @BeckonInc
![Page 89: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/89.jpg)
If the data is flowing in real-time, then you have an early warning system for sales
@jenniferland @BeckonInc
![Page 90: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/90.jpg)
If the data is flowing in real-time, then you have an early warning system for sales
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
If we launch a campaign and
impressions are high
@jenniferland @BeckonInc
![Page 91: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/91.jpg)
If the data is flowing in real-time, then you have an early warning system for sales
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
If we launch a campaign and
impressions are high
But the engagement rate is low and store and site traffic is
low
@jenniferland @BeckonInc
![Page 92: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/92.jpg)
If the data is flowing in real-time, then you have an early warning system for sales
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
If we launch a campaign and
impressions are high
Or the paid to earned media
ratio is low
But the engagement rate is low and store and site traffic is
low
@jenniferland @BeckonInc
![Page 93: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/93.jpg)
If the data is flowing in real-time, then you have an early warning system for sales
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
If we launch a campaign and
impressions are high
Or the paid to earned media
ratio is low
But the engagement rate is low and store and site traffic is
low
We can assume that sales will soon be
low too
@jenniferland @BeckonInc
![Page 94: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/94.jpg)
@jenniferland @BeckonInc
If the data is flowing in real-time, then you have an early warning system for sales
PAID MEDIA
BRAND DIRECT
EARNED MEDIA/BUZZ
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
If we launch a campaign and
impressions are high
Or the paid to earned media
ratio is low
We can assume that sales will soon be
low too
What can we do to improve the creative, messaging or offer to
bump up the engagement rates of those ads and
drive sales ASAP?
But the engagement rate is low and store and site traffic is
low
![Page 95: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/95.jpg)
A robust data repository for these performance dynamics is your foundation for modeling
@jenniferland @BeckonInc
![Page 96: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/96.jpg)
If we have a robust data platform for what works, we can begin to predict outcomes
PAID MEDIA
BRAND DIRECT
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
@jenniferland @BeckonInc
EARNED MEDIA/BUZZ
![Page 97: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/97.jpg)
If we have a robust data platform for what works, we can begin to predict outcomes
PAID MEDIA
BRAND DIRECT
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
2012 holiday season, we spent X
@jenniferland @BeckonInc
And saw engagements of Y
EARNED MEDIA/BUZZ
And sales of Z
![Page 98: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/98.jpg)
If we have a robust data platform for what works, we can begin to predict outcomes
PAID MEDIA
BRAND DIRECT
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
2012 Holiday season, we spent X
@jenniferland @BeckonInc
And saw engagements of Y
EARNED MEDIA/BUZZ
And sales of Z
2013 holiday season, we spent X
And saw engagements of Y
And sales of Z
![Page 99: Marketing Measurement Therapy Webcast slides by BECKON](https://reader030.fdocuments.us/reader030/viewer/2022020307/55ce9f25bb61ebaf288b4744/html5/thumbnails/99.jpg)
If we have a robust data platform for what works, we can begin to predict outcomes
PAID MEDIA
BRAND DIRECT
OWNED PROPERTIES
AWARENESS PURCHASE INTENT ADVOCACY
MARKETING ACTIVITY
BRAND OUTCOMES
BUSINESS OUTCOMES
CUSTOMER ENGAGEMENT
SALES
2012 Holiday season, we spent X
@jenniferland @BeckonInc
And saw engagements of Y
EARNED MEDIA/BUZZ
And sales of Z
2012 Holiday season, we spent X
And saw engagements of Y
And sales of Z
Then in the 2014 holiday season, if we
spend X
And see engagements of Y
We’ll likely see sales of Z
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UNITED, REAL-TIME DATA HUB (MARKETING SPEND, ACTIVITY
+ BUSINESS AND BRAND METRICS)
DIGITAL AD PERFORMANCE
EMAIL WEBSITE
SEARCH TV
STORE DATA
OOH
KPI FRAMEWORK FOR CROSS-CHANNEL REPORTING
PR
BRAND TRACKER
SOCIAL MEDIA
EVENTS FINANCE
If the data is flowing in real-time, then you have an early warning system for sales
@jenniferland @BeckonInc
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The WAZE for marketing
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The WAZE for marketing
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@jenniferland @BeckonInc
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@jenniferland @BeckonInc
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