BOLO2010 Ingalls
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Transcript of BOLO2010 Ingalls
TrackSimple Board of Directors
Managing the Modern Media Plan
Data 2.0
Today’s marketer has to deal with dozens of
media sources.In 2010 more than 55% of online
spend will not measure or optimized and potentially wasted.
Source: eMarketer: http://www.emarketer.com/Report.aspx?code=emarketer_2000710
Modern Media Plan: 5 - 25 ad serving partners
Tactic Ad Serving Partners Budget % Budget CPM CPC
Search Google, Bing, Ask.com 17% 374,000 $1.00
Display - Contextual (Dog sites) DogTime, MarthaStewart 28% 616,000 $5.00
Display - Social (Targeted Facebook) Facebook Ads, LinkedIn Ads 5% 110,000 $5.00
Display - Behavioral, Post Purchase Rep...
Brand.net, Mindset Media, Lotame, Media 6 12% 264,000 $5.00
Display - Purchase Targeting (competitve
Grocery Shopping Network, Yahoo CDN 0% 0 $12.00
Display - Purchase Targeting brand-relat Grocery Shopping Network 20% 440,000 $12.00
Mobile AdMob, Quattro Wireless 0% 0 $15.00
Online Video YouTube, VideoEgg, YuMe, Adapt.tv 0% 0 $15.00
Website Prints Coupons.com 0% 0 $5.00
DFSI Coupons.com, redPlum, SmartSource 0% 0 $5.00
Website & Facebook Presense Creative costs 0% 0
Inhouse & DM Connect 2.3% $49,503
Ad Serving 5.0% $100,571
Data & Reporting 1.1% $23,200
Coupon Prints 0.5% $10,070.70
Coupon Redemption 0.8% $17,724.43
Agency Fees 7.2% $157,745.28
Totals 98% $2,162,814
But, if data drives results you need to:
collectreportshare
data & reports
systems we use every day
And you get data from:
from ad servers like these:
and data from media plans including:
campaign metadataaccount manager
sites & placementscreative detailsnegotiated CPMconversion data
and from analytics engines:
and from audience vendors:
data is generated using:
(as an industry, we are tag ‘happy’)
tags & cookies
finally your data ends up here:
Ok, now you knowwhere it is...
..but can you get it out?Sure, just log into each vendor
and fetch it yourself.
Login screens...
and when you get it, it looks like this.
Now you are done with Step 1collectreportshare
And it took you days.
16The Media Intelligence Platform © TrackSimple, Inc. 2010
manuallylogin to each source
configure report
download or email
cut and paste into excel
normalize names, group ads
build pivot tablecreate graphs
decide guess where to spend more
So, your whole job life starts to look like this…
17The Media Intelligence Platform © TrackSimple, Inc. 2010
manually (cont.)copy data and graphs to
powerpoint write bullet points (positive spin)
share with colleague
schedule & present to client
get sign off to take action
Now Monday & Tuesday have passed Now Monday & Tuesday have passed
But wait, you aren’t done yet…
Now it’s Thursday, get ready to start again Monday!Now it’s Thursday, get ready to start again Monday!
Data 1.0siloed
manualcomplicated
rear-view mirrorlose the ROI of Now
You live in a world we call
Monday & Tuesdayper client
you are probably spending:
Costing you time, money and opportunity
Ok, so what is Data 2.0?
Data 2.0 PrinciplesOpen System: Aggregate data from anywhere, in any format
Automated: Update your data every day
Simple: Provide one place to see everything
PredictHelp you optimize & predict winners
Extend: Plug into other programs via API’s
If you are trying to do this:
And it’s taking you Monday & Tuesday...
collectreportshare
TrackSimple Confidential
… and get Tuesday Back
Try Data 2.0