Redes Semánticas de "Insight" e "Innovación" - Ponencia presentada en IIEX Latam 2017
Marketing is spaghetti of channels, audiences, tactics...
Transcript of Marketing is spaghetti of channels, audiences, tactics...
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Marketing is spaghetti of channels, audiences, tactics, ….
What is the role of each in driving consumption?
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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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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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If I have to put all my money in only ONE marketing
channel today, which channel would I choose?
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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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What about 6 - 12 months back? Would my choice
be any different?
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What about 6-12 months back? Would my choice
be any different?
Google Display Network (again, strictly my
opinion!)
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What about 18 months back? Would my choice be
any different?
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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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We do not know ….
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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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Granular insight is useful only if it is paired with
rapid action
Rapid Measurement
Actionability
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How does AI enable rapid, granular insight at scale
and effective cost?
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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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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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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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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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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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As an organization how do you connect this with
actionability?
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Gaining actionable attribution output
beyond digitalBreadth
within a tacticDepth
of measurementVersatility
utilizing benchmarks and saturation curves
Optimization
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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
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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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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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ROIEfficiencyEffectivenessVolume
Mass
Customer A, B
Grocery
Customer P, Q, R, SClub Drug
Versatility of Measures By Channel
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Automate data collection
Collect/reconcile data real-time
Analyze/report attribution real-time
Automate real-time feedback into mix execution
Opportunities
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Thank You!
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Harpreet Singh Atif Syed