Measure Marketing Like It's 2016: A Guided Tour of the Newest Tools & Techniques

Proprietary and Confidential – Not for Redistribution

Measure Marketing Like It’s 2016A Guided Tour of the Newest Tools & Techniques


Scott Jones Kohki YamaguchiVP Marketing Product Marketing

Speakers


Housekeeping

• Please submit questions throughout the webinar; the last 10 mins will be reserved for Q&A

• Share your thoughts on Twitter using the #MarketingSignals hashtag

• We’ll send you the webinar recording and slide deck later this week

What happened today?


We transform raw signals into actionable marketing insights.


POLLProprietary and Confidential – Not for Redistribution


Measurement and analytics has become strategicTotal Marketing Measurement

and Analytics Budget4.5%

1.6%

1.0%

Total MarketingExpense Budget as %of Company Revenue

Digital MarketingMeasurementand Analytics

Other MarketingMeasurementand Analytics

Other MarketingExpense Budget

Progressive

Intermediate

Embryonic

13%

9%

7%

1.5

0.25

0.15

3.0

1.3

0.8

8.5

7.5

8.0


Leaders drive better company performance120%

100%

80%

60%

40%

20%

0%

Cum

ulat

ive

Tota

l Ret

urn

Measurement and Analytics Leaders107.5%

S&P 500 Index72.3%

Measurement and Analytics Laggards

27.6%

8-Year Stock Performance of Measurement and Analytics

Leaders vs. Laggards vs. S&P 500 (2007-2014)~1.5x

~4.0x


Marketers are investing for their future success18%

15%

12%

9%

6%

3%

0%

Current Levels6.4%

Next 3 Years11.7%

Marketing Budget Spent on Measurement and Analytics

~83%


The Cross-Channel Measurement Solutions

Attribution

DMP

Tag Mgmt

Web Analytics

CampaignAnalytics

MarketingAnalytics


The Cross-Channel Measurement Ecosystem


The Marketing QuestionsAudience Insights & Segmentation• Who should I target? How should I segment?• How is my audience interacting with my marketing efforts?

Budgeting & Marketing Impact• How can I best allocate budget across channels?• What is the marketing impact on my top-line revenue?

Campaign Performance & Optimization• What content or messaging is resonating the most?• Are there opportunities to improve my campaign performance?• Am I on target to hit my goals and objectives?

Web Analytics


Vendors:

Questions Answered: - Which channels are driving traffic to

and converting on my website?- How is traffic from different channels

interacting with my website content?

Data Management Platform


Ad

Cookie IDCustomer

ID

Tag Management, Identity Management, Customer Data Warehouse

Questions Answered: - Who should I target?- How can I best segment my

audience?- How is my audience interacting with

my marketing efforts?Vendors:

Marketing Mix Modeling


Ad

log(R) = Σt β1logC1 + Σt β2logC2 +… 　

Ad

Media Mix Revenue

$1B

$1.2B

Media Mix Modeling, mROI Modeling

Questions Answered: - What is the impact of marketing

activity on top-line revenue?- How can I best allocate budget

across channels to optimize ROI?

Vendors:

Marketing Attribution


Questions Answered: - How can I more accurately allocate

conversion credit across touchpoints?

- How can I shift my budget to improve overall ROI?

First ClickLast Click Weigh FirstWeigh Last

U-Shaped V-Shaped Custom

Ad

40% 20% 40%+ + = 100%

Multi-Touch Attribution, Fractional Attribution, Algorithmic Attribution

Vendors:

Marketing Signal Measurement


Campaign Analytics, Content Analytics, Real-Time Decisioning

Questions Answered: - How are my campaigns performing

today?- What opportunities exist to optimize

my campaign performance?- What content is resonating the most

with my audience?Vendors:


The Marketing Questions

Audience Insights & Segmentation

Budgeting & Marketing Impact

Campaign Performance & Optimization


The Marketing Questions

Audience Insights & Segmentation

DMP, Tag Management

Budgeting & Marketing Impact

Attribution,Marketing Mix

Modeling

Campaign Performance & Optimization

Marketing Signal Measurement


What and How to Measure

Things to Measure CustomersInteractions

Audience SegmentsCreatives & MessagingPerformance MetricsCampaign Execution

Business ClassificationOther Factors

Information StageData Collection

Data RefinementApplying Context

VisualizationInsight

Marketing Measurement Matrix


Customer Audience Creative Campaign

Collection

Insight

Refinement

Visualization

Tag Management



Collection

Insight

Refinement

Visualization


DMP

Tag Management



Collection

Insight

Refinement

Visualization


Attribution

DMP

Tag Management



Collection

Insight

Refinement

Visualization


Attribution

DMP

Tag Management



Marketing Mix Modeling

Collection

Insight

Refinement

Visualization


DMP

Tag Management



Attribution Marketing Mix Modeling

MarketingSignal

Measurement

Collection

Insight

Refinement

Visualization




Collection

Insight

Refinement

Visualization


Summary and Recap


• Each type of solution is built to provide a specific set of answers

• Prioritize solutions that address your immediate questions

• Expand your toolkit to cover the entire marketing measurement matrix

Q & A


Want to take your measurement to the next level?

Interested in getting a demo of Origami Logic?

Let us know: [email protected]


Thank you for joining our webinar!

Measure Marketing Like It's 2016: A Guided Tour of the Newest Tools & Techniques

Marketing

Transcript of Measure Marketing Like It's 2016: A Guided Tour of the Newest Tools & Techniques