Sempl 18: Rene Lamsfuss
Transcript of Sempl 18: Rene Lamsfuss
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CONNECTING THE DATA DOTS
reinventing marketing research & analytics within the big data era
Rene Lamsfuss Chief Research Officer Germany, Publicis Media
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PUBLICIS MEDIA – A BRAND LED ORGANISATION SUPPORTED BY GLOBAL PRACTICES
PUBLICIS MEDIA #2 Globally
#2 EMEA
Source: RECMA
Content Marketing
Performance Marketing
Data, Tech & Innovation
Analytics, Research &
Insight
Investment Management
Business Transformation
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MORE COMPLEX WORLD – STILL SAME QUESTIONS…
What is the Return On Investment (ROI) for my media
investments?
How much money should I spend on media? Which media channels
should I book?How good are my creatives?
Who is my target group?How is the customer journey
evolving?What is the impact on my brand?
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… BUT MORE COMPLEX ANSWERS.
Business transformation
Actionable insights
Big data Smart data
Changing medialandscape
Programmatic
Content relevance
Native advertising
MillenialsMobile first
Multiscreen
One-to-one
Data-driven-decisions
Evolving consumer journey
Precision marketing
Tailored messaging
Dynamic advertsing
Cross-media-impact
Advertising impact
User-centric
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MEDIA PLANNING, RESEARCH & ANALYTICS HAVE TO CHANGE…
STEP 1 TARGET GROUP MARKET & MEDIA STUDIES
STEP 2 MEDIA PLANNING MEDIA CURRENCIES
STEP 3 AD EFFECTIVENESS CLIENT SURVEY
STEP 4 MEDIA ROI MARKETING MIX MODELLING
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… AS THE CONSUMER IS GETTING MORE COMPLEX
• 'The Pursuit of Happiness‘ is a global study by Publicis Media. More than 10,000 young people between the ages of 18 and 34 took part in a qualitative and quantitative international survey.
• The results of the study formed the 'Happiness Framework' and the 'Brand Manifesto for Happiness'.
• These showed how Millennials engineer their happiness and what role brands play in that process.
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CONSUMERS‘ ATTITUDES ARE CHANGING: UNDERSTANDING MILLENNIALS
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SHORT, PRACTICAL AND TO THE POINT
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BUT HOW TO BE PREPAREDFOR THE FUTURE?
It is all about data, that provides insights & understanding of…
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… actionable insights for data-driven marketing decisions & communication
THE ANSWER!
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1. ID DRIVEN2. EVIDENCE LED
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CONNECTING THE DATA DOTS
BREAKING THE SILOS!
STEP 1 TARGET GROUP MARKET & MEDIA STUDIES
STEP 2 MEDIA PLANNING MEDIA CURRENCIES
STEP 3 AD EFFECTIVENESS CLIENT SURVEY
STEP 4 MEDIA ROI MARKETING MIX MODELLING
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RETHINK AND REINVENT MARKETING ANALYTICS
Connect all data Real-time 1st, 2nd, 3rd party
Data Single Brand Results
AUDIENCEAUDIT
ROI
CUSTOMER EXPERIENCE OPTIMIZE REPORT
Consumer-centric Touchpoints Segmentation
Customer Journey Brand impact Purchase
Sales Forecast Artifical Intelligence
Benchmarks Transparency ROI KPIs
ID
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TITAN - OUR SINGLE POINT OF ENTRY TO ALL DATA
1st & 3rd Party Data
Sales Data
Ad Serving
Client Data
Research &Analytics
TV Ratings
Trend Monitor
Media Planning
Programmatic
Reporting
Nielsen Adspend
Analytics Platform
Actionable Insights
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KNOW TODAY WHAT WILL BE BETTER TOMORROW
• Ex-ante evaluation of all ad impact KPIs
• Ex-ante evaluation of all brand KPIs
• Real campaign impact within real world
• Actionable insights for media planning
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– COMPREHENSIVE AUDIENCE SURVEY TECHNOLOGY
Connect • More than 300 attributes (e.g. socio-demographics, interests, product use)
• Online campaign & website data
• Brand & product impact data
• Integration of purchase patterns
Media SurveyDigitalUniverse
120.000 panelists
DMPTarget group selection
Campaign & scenario planning
OPTIMISERForecasting & optimisation of media plan and strategy
OVERVIEW
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– EVIDENCE-LED DECISION FOR HIGHER MEDIA IMPACT
Source: Publicis Media Research, 2016
Efficiency +25%
Efficiency +77%
Improved frequency capping to increase consideration
Efficiency +35%
Creative test and target group optimisation
Media strategy, creative and target group segmentation
Ex-ante evaluation of all Brand KPIs
Real campaign impacts
Actionable brand effectiveness insights
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19
CHALLENGEConnect TV & Digital
Unique cross-media execution systemOptimisation of reach & frequency
Cross-media reporting
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FROM THE CHALLENGE TO THE SOLUTION
Idea: Combination of TV & Online, scalable & automatic campaign attribution system
Objective 1: Tactic Maximising net reach and optimisation of
contacts and frequency across TV & Online
Objective 2: StrategyNew and unique opportunities for storytelling
across TV & Online
Situation: Change of media behavior, multi screen is daily routine for consumer
Advertisement on all screens and integration of planning, execution & reportingChallenge:
More Efficiency and Effectiveness = Higher ROI
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– REVOLUTION IN TV & ONLINE ATTRIBUTION
• Identification of TV campaign contacts and online behavior within GfK Crossmedia Link Panel.
• Cookie tracking and matching to full cookie database.
• Analysis of best prediction factors for TV ad contact probability.
• Syndicated data modelling by using best in class & tailor-made attribution modelling & extrapolation.
• Implementation of TV ad contact probabilities within the ad server.
• Campaign execution based on strategic and tactical objectives, automatic and scalable optimization
• Innovative, valid and reliable ex-post reporting system by combining all data by a unique statistical process
Data Sources:•AGF TV channel & campaign data•AGOF Online publisher data•GfK GXL Single source TV & Online data•Nielsen DAR Online campaign data•Research Now Ad effect data•Ad Server Tracking data
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BENCHMARKS AND INSIGHTS
Efficiency:
Number of Campaigns: >
100
Average Savings: > 25%
INSIGHTS DAILY CROSSMEDIA CAMPAIGN DATA
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REINVENTING MARKETING RESEARCH & ANALYTICS
ID DRIVEN & EVIDENCE LED•Data Intelligence•Ideas & Actionable Insights•Connecting Infrastructure