The  Ninefold  Path  to  Marke2ng  Transforma2on  

Bill  Harvey  March  3,  2015  

2 Confiden'al  

•  Sophis2cated  The  Good  News  

The  Bad  News  •  Fear  for  job  •  TV  Share  might  shrink  

The  Solu2on  •  Prove  to  client  that  you  caused  his/her  

sales  to  go  up  

  More  Good  News  •  That  proof  is  now  easily  available  •  Can  be  bundled  into  buys  

•  Silos  •  Herd  mentality    

•  Nimble  

The  State  of  the  Industry  

3 Confiden'al  

2007-­‐2015  Learnings  from  Real-­‐Data  Singlesource  

§  ROI  on  adver,sing  can  be  doubled  and  tripled  § Within  months  one  can  change  crea,ve  that  is  not  selling  

§  At  same  price  one  can  buy  media  that  over-­‐delivers  the  people  who  are  buying  in  response  to  current  crea,ve  

28%  

233%  

25%  

81%  

25%   35%  10%  

33%   27%  

0%  

50%  

100%  

150%  

200%  

250%  

Woodbridge   Blackbox   KraW  1   KraW  2   Mars  1   Mars  2   Mediavest  Low  

Mediavest  High  

Rx  X  

Sales  Li?  

4 Confiden'al  

Note: Penetration calculated based on buyers / total group (including non-buyers) and is reported at the brand-level

TV  Sales  LiW  Stronger  Than  Digital    

§  Households  exposed  to  both  TV  and  Digital  have  the  highest  sales  li?,  per  TRA  with  the  largest  crossmedia  sample  

1.6%  2.6%  

10.6%  

7.7%  

3.5%  

12.4%  

9.1%  

3.8%  

0%  

2%  

4%  

6%  

8%  

10%  

12%  

14%  

Sales  UpliW  (All  Exposed  HHs)  

Penetra2on   Sales  UpliW  (Buying  HHs)  

Digital  Only  (54k  HHs)  

TV  Only  (274k  HHs)  

Both  TV  &  Digital  (84k  HHs)  

•  Note  the  rela,vely  low  effects  of  Digital-­‐Only  

5 Confiden'al  

The  Failed  Way  to  Buy  Media  

§  Sex-­‐Age  CPM  §  Sprinkle  of  fusion  

§  Sex-­‐Age  Reach  Op,miza,on  §  Rota,ons  §  Gut  highrated  component  

§  Sprinkle  of  integra,on/sponsorship  §  MMM  “low  ROI”  à  Change  CMOs  and  move  $  out  of  TV  into  digital  

6 Confiden'al  

The  Way  that  Leaders  Now  Use  

§  Real-­‐Data  Singlesource  Decision  making  §  Know  by  sales  proof:  

§  Right  Purchaser  Target  §  Right  Crea,ve  §  Right  Frequency  §  Right  Media  

§  A/B  Tes,ng  within  Digital  §  Op,miza,on  within  TV,  and  within  Digital  §  Increasingly  automate  

7 Confiden'al  

Where  It  Goes  Next  

§  ROI  Op,miza,on  within  Crossmedia  §  A/B  Tes,ng  within  Crossmedia  §  Fully  Automated  except  for  premium/package  nego,a,on  

§  More  Integra,on/Custom  Content/Cause  

8 Confiden'al  

The  Ninefold  Path  Has  Definite  Sequence  

1.   Set  Size  &  Mix  of  Budget  based  on  Op,mal  ROI  Frequency  and  Con,nuity  –  Roll  Out  Gradually  if  necessary  

2.   Iden,fy  and  Use  ROI  Li?-­‐Maximizing  Purchaser  Target  3.   Iden,fy  and  Use  ROI  Li?-­‐Maximizing  Crea,ve  4.   Op,mize  Purchaser  Target  R/F  Media  5.   Leverage  Growth  Geos    6.   Use  Feedback  Loop  Crea,ve  Freshening  –  Understand  

crea,ve  in  depth  for  first  ,me,  by  metatagging  7.   Use  Integra,on/Becoming  The  Program  8.   Use  Fast  Con,nuous  Media/Crea,ve  Reop,miza,on  9.   Use  Full  Automa,on  except  for  the  Crea,vity  

9 Confiden'al  

Areas  of  Opportunity  for  ALL  Detergent  Hy-­‐Ops  Markets  

Hy-­‐Ops  Zones  

Hy-­‐Ops  Zips  

10 Confiden'al  

Metatagging  Penetrates  the  Mystery  of  Crea2ve  The  R  Square  (frac,on  of  variance  in  ra,ngs  accounted  for,  where  1=perfect)  was  highest  for  Values  DTags  in  concert  with  average  network  ra,ngs  –  in  prac,ce  all  DTags  are  used  together  causing  an  even  higher  R  Squared  

.61191  .53458  

Plus  network  average  prime2me  ra2ng  

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Pgm.  Descriptor  DTags   Feelings  &  Emos  DTags   Values  DTags  

R  Square  

R  Square  

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