Measuring Beyond the “Like”
37
Measuring beyond the like in 18 Min So much to say, so little time @nxfxcom
-
Upload
affiliate-summit -
Category
Business
-
view
388 -
download
0
description
This presentation is from Performance Marketing Summit 2014 in Denver, CO (June 17, 2014). Session description: Consumers are true multi-channel explorers, they move seamlessly between devices, channels & platforms. This session will cover unique ways to measure ROI by evaluating post behavior.
Transcript of Measuring Beyond the “Like”
Measuring beyond the like in 18 MinSo much to say, so little time
@nxfxcom
WHO AM I?
Benjamin Spiegel
Sr. Partner, Managing DirectorStrategy
GroupM, a WPP Company
@nxfxcom+1 (617) 663-4107linkedin.com/in/benjaminspiegel
@nxfxcom
GroupM is the leading global media investment management operation.Worldwide Billings – US $90.8bn – 400 offices – 21,650 Employees – 81 Countries
@nxfxcom
175,000 Employees in 3000 Offices in 110 CountriesAdvertising; Media Investment Management; Data Investment Management (formerly known as Consumer Insight); Public Relations & Public Affairs; Branding & Identity; Healthcare Communications; Direct, Digital, Promotion & Relationship Marketing; Specialist Communications
@nxfxcom
Importance of Data & Technology to WPPOver the past 5 years, WPP has invested more than USD $1B in data.
@nxfxcom
TYPES OF DATA WE CARE ABOUT
Product Usage Offline Media
Online Media Online PurchasesCRM Insights
Online Purchases
Online Purchases In-Store Purchases
Demographics
Lifestyle & Attitudes Stakeholder Data
Brand Health Ad Exposure
Competitive Media
Social Measurements
@nxfxcom
BUT THIS STORY STARTED IN 2000(COULD NOT FIND A RELEVANT Y2K STOCK PHOTO)
@nxfxcom
WE STARTED OUR AFFILIATE PROGRAM
@nxfxcom
1ST LEGAL US RX AFFILIATE PLATFORM
@nxfxcom
THINGS WERE SIMPLE
@nxfxcom
PLATFORMS WERE SIMPLE
@nxfxcom
DEVICES WERE SIMPLER
@nxfxcom
DATA WAS 12kb
@nxfxcom
LEVERAGING TECHNOLOGY
@nxfxcom
Be Creepy
@nxfxcom
Why Creepy?
@nxfxcom
1. Consumers have changedThey opt-in and we need to adapt
@nxfxcom
2. Device FragmentationNative and Adaptive content
@nxfxcom
3. Consumption MethodsInnovation and Ease of Use
@nxfxcom
How to be Creepy
@nxfxcom
1. Listen to themThey want you to be relevant
@nxfxcom
2. Record what they are sayingBuild your own DMP
@nxfxcom
3. Become a data scientistOr hire one – Data is the new currency
@nxfxcom
I GOT IT, AND NOW WHAT DO I
DO?
@nxfxcom
Social Amplification ROICalculating the true value of a lead
@nxfxcom
TODAYS ~ROI MATH
@nxfxcom
$0.01 $0.10 $0.50 $0.75 $15.00
THE CHANGE
@nxfxcom
SOCIAL AMPLIFICATION
@nxfxcom
$15.00
$15.00
True Social Listening(Really wanted to use this image)
@nxfxcom
LETS ASSUME
@nxfxcom
I SELLMOVIE
MEMORABILIA
@nxfxcom
How to identify audiencesWho, when, where and what to say
@nxfxcom
THE DATA IS FREE
@nxfxcom
Real-time Conversation Dashboards
@nxfxcom
Influencer Identification
@nxfxcom
Communications Planning
@nxfxcom
Thank you
Tweet questions at @nxfxcom
@nxfxcom
