4/10/2018
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People-Based Strategies to Drive Marketing ROI
Using Brand Energy to Find Competitive Advantage
THE GOALFind competitive advantage in a sluggish market by leveraging our brand energy
THE CHALLENGEExisting tools weren’t getting it done –They were backward looking, insights delivered too late to impact current season
THE OPPORTUNITYUse unified Person-Centric Measurement and Optimization to tap into Brand Energy –Right-time decision-making, in-campaign optimizations
THE RESULTS
Stay Tuned
2
Today We Will Cover
Rex BriggsFounder and CEO
Marketing Evolution
Jill FeldmanVP, Marketing & Brand Strategy
Famous Footwear
4/10/2018
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The Challenge
• Marketing Mix Models aren’t fast or detailed enough.
• Digital Attribution lacks a holistic media view.
• Data management, analytics and optimization need to be connected to implementation systems in order to take action.
4/10/2018
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Our Goal
Acquire, retain and grow high value consumers by building emotional connection
• Identify individuals with high emotional connection to footwear
• Develop and target high value audiences
• Create compelling communications relevant to different audiences
4/10/2018
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Optimize message and media mix to
build brand energy and increase sales
Drive Performance
Sales
New Members
Build Brand Energy
Top Choice
Favorability
Intent to Shop
Achieving theGoal
Brand Building & Short Term Transactions Evaluated Together
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Optimizingbrand energydelivers longterm ROI
Upper
Famous Footwear Brand Energy
Optimizing for new members delivers next best ROI
Middle
New Member
Optimizing for sales delivers best short term ROI
Lower
Sales
Optimize from
the bottom and
work your way up
4/10/2018
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Media Creative People
i
£
People-Centric Media and Creative Optimization
Media Creative Optimization
i
£
People-Centric Media and Creative Optimization
4/10/2018
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Offline CRM
Email, Direct Mail
Geo-Location
Visits to Brick-and-Mortar
Locations
DMP / DSP
Online Behavior and Custom Segments
Consumer Survey Panels
Brand Perceptions and Media
Profiles
Set Top Box/Smart TV
Ad Exposure
Mobile Ad Server
Mobile Impression Log
Desktop Ad Server
Impression Log
Media Summary
Media Plans and Delivery
Budget Planning
Me
ss
ag
e
People
Attribution
and Optimization
All Other
e.g. Price, Economic, Inventory,
Competitive, Weather, In- Store
Transactions
Consumer Segment &
Transaction Details
Data
Ingestion
Coaching For
Decision Making
Test & Learn
In-Campaign
Optimization
Simple
Interfaces
Right Message
Right Moment
Right Person
Right Media
Audience
Discovery
Post-Evaluation
Website & Search
Shopping Behavior
Data
Matching to
Total People
& HHs
Offline
Prospects
Email, Direct Mail
4/10/2018
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The Results
BRAND ENERGY
TRANSACTIONS AND
SALES MARKETING PERFORMANCE
Back to School 2017 – RESULTS
MARKETING SPEND ON BACK TO SCHOOL
- 17% YOY
+42% “TOP CHOICE” YOY
+28% TRANSACTIONS YOY
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DATA INTEGRATION IS POSSIBLE(Online + Offline / media + sales)
BRAND ENERGY + CONSUMER BEHAVIORLet’s marketer optimize forward rather than backwards
PERSON-LEVEL + MESSAGE BY MESSAGEKey to media optimization
Takeaways
PRO TIPS
Focus on a limited/integrated set of KPI’s across your purchase funnel
BRAND & BEHAVIOR
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TIP 1
Connect Attribution & Optimization upside to bottom line and shareholder value, if appropriate
Get the configuration right:
• Include external factors
• Budget buckets that match your decision making structure
• Focus on high impact changes
Demonstrate Progress – Find the quick and validated wins
TIP 2
TIP 3
TIP 4
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