P U R S U I T MetricsFor ManagementDecisions2009Intro
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Management Decisions for New Media @maurygiles www.pursuitnow.com www.consumercentric.biz
description
Presentation by Maury Giles of Pursuit, a business and communications innovation firm, as part Stanford MediaX's "Metrics for Management Decisions" discussion. Media X at Stanford University is a collaboration of Stanford and industry that brings together Stanford's leading interactive technology research with companies committed to technical advancement and innovation.
Transcript of P U R S U I T MetricsFor ManagementDecisions2009Intro
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Management Decisions for New Media
@maurygileswww.pursuitnow.comwww.consumercentric.biz
Role of Marketing
Create Demand for a Relationship
Activate Relationship (Purchase Funnel)
Maximize Relationship (Lifetime Value)
How Many
How Long
How Often
Persuasion?
Channel Efficiency
Consumer Journey Outcomes
Business Outcomes
SpendHow manyHow longHow often
Demand Creation:Perceived value
Awareness/recallDifferentiation/relevance
Sales / revenueProfit
Lifetime valueShareholder value
SpendHow manyHow longHow often
Purchase Funnel:Think, feel, do progression
Intent to act
Sales / revenueProfit
Lifetime valueShareholder value
SpendHow manyHow longHow often
Lifetime Value:Satisfaction
LoyaltyNet Promoter Score
Sales / revenueProfit
Lifetime valueShareholder value
New Media Influence?
Emergent Behavior
New TacticsSocial Media
A system consisting of many elements is complex if its overall behavior emerges from the behavior of the individual elements and their interactions.
A
B
Knowing individual behavior not enough to predictSlight changes = dramatic changes
Agent-BasedSimulations
Shift focus from system to individual elements
Each agent follows local rules
Behavior depends on interactions with other agents
Overall system behavior emerges from local interactions
oExposed to or participate in marketing activities
oEngage in WOMoBuy/experience product
oGrow product knowledgeoChange attitudesoThink independently
oResponsivenessoMessaging and media
interdependencies
oAwarenessoValuesoRelevancy
Icosystem’s Concentric™ Platform
Perceptions
Rules
BehaviorsOutcomes
Consumer Defined
Times Ad Seen
Times WOM Heard
Effects of Campaign
Effects of WOM
Change in Perception
Change in Purchase Intent
Market Share
APPLICATIONS
Media plan optimization
Incorporate social impact
What-if scenario planning with new tactics
Harness all available data and insights
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