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201305 Datalicious Data Driven Media Planning V1
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Transcript of 201305 Datalicious Data Driven Media Planning V1
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7/28/2019 201305 Datalicious Data Driven Media Planning V1
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>MediaPlanning
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>Smartdatadrivenmarke3ng
MediaA5ribu3on&ModelingOp3misechannelmix,predictsales
Tes3ng&Op3misa3onRemovebarriers,drivesales
Boos3ngROMI
Targe3ng&MerchandisingIncreaserelevance,reducechurn
Usingdatatowidenthefunnel
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>Widerangeofdataservices
DataPlaHorms
Datacollec3onandprocessing
Adobe,GoogleAnaly3cs,etc
Webandmobileanaly3cs
Tag-lessonlinedatacapture
Retailandcallcenteranaly3cs
Bigdata&datawarehousing
Singlecustomerview
InsightsAnaly3csDataminingandmodelling
Tableau,Splunk,SPSS,R,etc
Customiseddashboards
Mediaa5ribu3onanalysis
Marke3ngmixmodelling
Socialmediamonitoring
Customersegmenta3on
Ac3onCampaignsDatausageandapplica3on
SiteCore,ExactTarget,etc
Targe3ngandmerchandising
Marke3ngautoma3on
CRMstrategyandexecu3on
Datadrivenwebsites
Tes3ngprograms
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>Bestofbreedtechnologies
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>Clientsacrossallindustries
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>Datadrivenmediaplanning
MediamixmodellingPredic1ngfuturemediaperformanceMacroinsightstoinformchannelstrategy
Mediaa-ribu1onAnalysisofhistoricmediaperformanceMicroinsightstoinformchannelop1misa1on
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>Mediamixmodelling
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>Mediamixmodelling
Predictthefuturebasedonthepast,i.e.predictsalesbasedonmediainvestmentusingamodelthatisbasedonhistoricdata
Oldschoolapproach:Regressionbased Looksatcorrela1onbetweensummarydata,i.e.mediainvestmentandtotalsalesperweek
Recommendedapproach:Agent-based Simulatesmarketcondi1onsthroughasetofconsumers(agents)andthenexposesthoseagentstodifferentmediascenariostotestthem(predictsales)beforetheyareevenimplemented
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>ThinkVineagent-basedmodelling
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ThinkVineusesagentbasedmodeling(ABM)tosimulatetheac1onsof
consumersinthemarketbasedonacombina1onofinternalclientdataaswellasexternalmarketdata.Thisenablesadver1serstopredictand
testtheimpactofdifferentbudgetmixconfigura1onsbeforetheyhave
beenimplementedthusimprovingoverallmediaeffec1veness.
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>Datarequirementsandprocess
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. Trainingthesystem:Dataliciousanalystsdevelopandcalibrateacustommodel
basedonagentsthatrecreatespastsales.
2. Provingthesystem:Oncethesystemistrained,wevalidateitbycomparingpredictedsalestoactualsales.
3. Usingthesystem:Oncethemodelhasbeencalibrated&validated,itcanbeusedto
predictsalesfordifferentmediascenarios
thustes1ngthembeforetheyareexecuted
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>Modellingdatarequirements
Salesdata Asgranularaspossible,i.e.byweekbystore
Mediadata Dataonthemediaac1vitythatleadtotheabovesales
Customerprofiledata Anyquan1ta1veandqualita1veinsightsonexis1ng
customersthathelpconfiguretheThinkVineagents(i.e.simulatedconsumers)
Consumerprofiledata Anyquan1ta1veandqualita1veinsightsonAustralianconsumersingeneralthathelpconfiguretheagents(i.e.simulatedconsumers)
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>Mediamixmodellingoutputs
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Theso^wareenablesfast,objec1vecomparisonsofmarke1ngplan
alterna1ves,i.e.youcanvary
spendinglevels,1ming,mixoftac1cs
andconsumergroupstargeted.
Theso^wareenablesyourteamtoeasilyrunwhat
if?scenarios,i.e.youcan
findthebestinvestment
levelstomeetvarious
strategicandtac1calobjec1vesbypredic1ng
poten1alsalesforvarious
differentmediabudget
scenarios.
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>ThinkVinefoodservices
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Inthiscasestudy,thecompanyachievedgreatermediaefficienciesandROIandalsoquan1fiedthehaloeffectofcrossbrandmarke1ng.Morespecifically,morethan$0millionofmediaspendwas
oversaturatedduetoamismatchbetweenthetargetconsumersmediaconsump1onhabitsandthe
deployedmarke1ngtac1cs.
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>Theidealmediadashboard
Channel Investment ROMI Return
BrandequityBaseline
($00) n/a $40
OfflineTV,print,outdoor,etc
$7 330% $30
DirectDirectmail,email,etc
$ 400% $5
OnlineSearch,display,social,etc
$2 110% $25
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>ROMIascompe33veadvantage
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74%ofmarketersdo
notengageinany
formofmedia
a-ribu1onasidefrom
thelastclickleaving
26%ofmarketerswithaseriouscompe11ve
advantageastheir
mediainvestmentis
likelytogeneratea
muchhigherROMI.
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Closer
Paidsearch
Displayadviews
TV/print
responses
>Fullpurchasepathtracking
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Influencer Influencer $
Displayadclicks
Onlinesales
Affiliateclicks
Socialreferrals
Offlinesales
Organic
search
Social
buzz
Retail
visits
Life3me
profit
Organicsearch
Emails,directmail
Directsitevisits
Introducer
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>Custommodelsmosteffec3ve
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56%ofmarketers
considerauniqueor
custom(weighted)
mediaa-ribu1on
approachthatdoes
notuseastandardoutofthebox
methodologyas
mosteffec1ve.
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Touchpoint1
>Analy3cstopickthebestmodel
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Touchpoint2
Touchpoint
TouchpointN
CloserInfluencer Influencer $Introducer
Touchpoint1
Touchpoint2
Touchpoint
TouchpointN
Touch
point1
Touch
point2
Touch
point
Touch
pointN
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>A5ribu3onmodelscompared
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COSTPERCONVERSION
Lastclick
a-ribu1on
Custom(weighted)a-ribu1on
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>Mediaa5ribu3on
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Aussiepurchase
pathtrackingand
mediaa-ribu1on
modellinginclose
coopera1onwith
Amnesiadesigned
toop1misethe
overallAussie
budgetmixacross
paidandearned
mediaresul1nginanoverallproject
ROIof90%.
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>Mediaa5ribu3on
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Suncorppurchase
pathtrackingand
mediaa-ribu1on
modellinginorder
toop1misethe
overallSuncorp
insurancebudget
mixacrosspaid
andearnedmedia
resul1nginan
overallprojectROIof2,078%.
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Learnmore
blog.datalicious.com
Followustwi5er.com/datalicious
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Smartdatadrivenmarke3ng
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