WHAT MATTERS MOST IN DIGITAL ADVERTISING REAL RETURNS.
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Transcript of WHAT MATTERS MOST IN DIGITAL ADVERTISING REAL RETURNS.
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©20
14 T
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THE EVOLUTION OF THE MEDIA LANDSCAPE
#Consumer360
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PRESENTATION SPEAKERS
Scott McKinleyNielsen
Advertiser Solutions
Ross LinkNielsen
Global MROI Solutions
Bob RupczynskiKraft Foods Group
Kathy FrenchNielsen
Advertiser Solutions
#Consumer360
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MORE PRECISE MEDIA CREATING MORE GRANULAR DATA
SMALL DATA
MEDIUM DATA
BIG DATA
NATIONAL
MARKET
STORE
HOUSEHOLD
INDIVIDUAL
TV, Radio, Print
In-store Merchandising
Direct Mail, Digital, Social & Mobile
#Consumer360
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INTELLIGENT PRIORS CALIBRATION DIGITAL MEDIA CONSORTIUM MULTI-TOUCH ATTRIBUTION
MODELING
BRIDGE TRADITIONAL & NEW MARKETING REALITIES
Full outlet & touchpoint CONTEXT
with enhanced digital inputs
Full outlet & touchpoint
CONTEXT with DEEP DIGITAL GRANULARITY
Deep digital granularity
Full outlet & touchpoint
context
ONE VERSION
OF TRUTH
CURRENTMulti-touch Attribution Modeling
Enhanced Marketing Mix Model
EMERGINGEnhanced Marketing
Mix ModelingNext Generation
Marketing Mix Model
FUTURE
#Consumer360
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DIGITAL MEDIA CONSORTIUMTHE MOST COMPREHENSIVE STUDIES OF THEIR KIND
12Brands
3.79Billion
FacebookImpressions
536Million Google
Impressions
2.4BillionTotal Sales
132Mix
Models
11.3Million
Data Observations
MORE ACCURATE
BETTER METHODOLOGY
GREATER EFFICIENCY
OU
TCO
MES
#Consumer360
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NETWORK PATH ILLUMINATES PATH TO PURCHASETHE INFLUENCE OF ONE ACTIVITY ON ANOTHER
TV FACEBOOK GOOGLE SALES
TV GRPs Drive Facebook Impressions
Facebook Impressions Drive Search Clicks
Google Search Clicks Drive Sales
NETWORK PATH EXAMPLE
#Consumer360
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A SAMPLING OF WHAT WE LEARNED
Direction of arrows indicates how volume shifted from one node to another as a result of Network Analysis
h
60%3%
37%
other digital Facebook
#Consumer360
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A SAMPLING OF WHAT WE LEARNED
Direction of arrows indicates how volume shifted from one node to another as a result of Network Analysis
a
g
d
h
f
j
k l m n
13%
87%
15%
14%4%
67%
15%4%
2%
80%
6% 1%
93%
60% 3%
37%
7%
5%
4%
84%
5% 2%
93%
47%
3%
0%
50%
40% 2%
58%
4%3%
93%
sampling
other digitalbroadband
halo tvPR
online video
PR
online videoother digital
#Consumer360
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RECOMMENDED METHODS YIELD BETTER MODELS & GREATER CONTRIBUTIONS
* Brands that could not be read using recommended method are excluded
16%
Facebook Google
Mean Relative Contributions*Recommended vs. Other Variants
31%UNDERESTIMATION
OF ROI FROM
VARIOUS METHODS
AVAILABLE TODAYO
UTC
OM
E
#Consumer360
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THE BASICS OF ATTRIBUTION MODELING
WHAT IS IT? OUTCOMES
• Big data
• Connects person-level exposure to purchase
• Real time
• ROI
• What’s working or not
• Path to purchase
• Predictive optimization
• 1:1 precision
#Consumer360
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THE PROMISE OF MTAMAPPING THE NEW CONSUMER JOURNEY FROM THE IMMENSE MEDIA LANDSCAPE
MEDIA TOUCHPOINTS SHOPPING BEHAVIORS
E-commerce Purchase
In-store Purchase
PURCHASE BEHAVIOR
Out of Home
Online
TV Direct Mail
Tablet
Mobile
Search
Website Store
#Consumer360
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NEW TOOLS ARE ACCELERATING THE SPEED WITH WHICH WE CAN ACQUIRE, PROCESS & ANALYZE DATA
Panels
Aggregate
Big data
Granular
PPTs
Insights
Dashboards
Action Weekly/Monthly
ManualMachine learning
Real-time
#Consumer360
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MAKING SENSE OF THE NEW WEALTH OF INFORMATION
Identified new opportunities
Partnered with the best modelers
Created the solution
#Consumer360
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MTA ATTRIBUTES SALES TO CAUSES, GOING DEEP ON DIGITALDisplay
adIntended customer
Video ad
Real-time Analytics: Attribution Value (incremental sales)
Social Email Search Brand web site
E-commerce store
Physical store
$88
$134
$48
$32
$0
$64
Purchase
$30
$60
$9$51
$93
$57
#Consumer360
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• Marketing ROI• Attribution by touchpoint• Allocation recommendation• “What if” scenario planning
Aud. Digital Offline Sales
UID
Demos
Behaviors
Display
Search
Social
Web site
TV
Radio
Price
Promo
Ecom
In-Store
R1 x x x x x x x x
R2 x x x x x x x x x
R…
x x x x
Name Email UID
J. Doe [email protected] R1
I. Smith [email protected] R2
C. Ko [email protected] R3
Exposure Data Sales Data
MARKETING INTELLIGENCE PLATFORMCLIENT DATA MARKETING DATABASE
Med
ia C
ost
Buyi
ng
Inst
ructi
ons Marketing
Mix Model
MTA PLATFORM
Rem
ove
Pers
onal
Id
entif
ying
Info
rmati
on
DASHBOARDS
MMM INTEGRATIONPROGRAMMATIC BUYING
#Consumer360
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ROI SUMMARY
#Consumer360Masked for example purposes
$$$
$$
$
$#.##M $#.##M +10k% #.##k% -1k% #.##m ###k
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ROI BY DISPLAY SITE & DEVICE
#Consumer360Masked for example purposes
Digital Source 1
Digital Source 2
Digital Source 4
Digital Source 6
Digital Source 8
Digital Source 10
Digital Source 3
Digital Source 5
Digital Source 7
Digital Source 9
PPC brand/Device 1
PPC brand/Device 2
PPC brand/Device 3
Video-com…/
Device 4
Video-com…/
Device 5
Video-com…/
Device 6
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ROI OF SEARCH
Masked for example purposes
keyword combination1
keyword combination2
keyword combination4
keyword combination3
##,### $0.## $##,###
##,### $0.## $##,###
##,### $0.## $##,###
##,### $0.## $##,###
#Consumer360
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PROJECTED ROI
Masked for example purposes #Consumer360
+$###,###+##.#%
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WHAT THIS MEANS FOR KRAFT
Revenue contribution for every touchpoint
Total ROI, Channel, Device & Exposure
Synergy
Predictive optimization
Programmatic, rules-based precision
#Consumer360
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WHERE WE’RE HEADED
ROI FOR EVERY TOUCHPOINT
FORWARD-LOOKING OPTIMIZATION
RULES-BASED PRECISION MARKETING
Integration with mix
modeling for non-digital
touch points
Experimentation with
set-top box, over-the-top & addressable
TV data
Addition of other variables
Integration of Online
Campaign Ratings, brand
equity & others
OU
TCO
MES
#Consumer360
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KRAFT: REVOLUTIONIZING MARKETING
MISSION JOURNEY OUTCOME
#Consumer360