Stop marketing like its 1990 iiex 2015 rubinson
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Stop marketing like it’s 1990! …the cross media measurement challenge Joel Rubinson, President Rubinson Partners, Inc. [email protected] Blog.joelrubinson.net Presented at IIeX North America June 15, 2015
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Transcript of Stop marketing like its 1990 iiex 2015 rubinson
Stop marketing like it’s 1990!…the cross media measurement challenge
Joel Rubinson, PresidentRubinson Partners, [email protected] Blog.joelrubinson.net
Presented at IIeX North AmericaJune 15, 2015
Let’s look back at 1990
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Media has always been the way marketers connect brand ideas to consumers.
As media fast evolve to becoming digital, so do the rules of brand-building.
Changing media is the “see” change!
So, stop marketing like it’s 1990!
1990 2015
TV Video anywhere
“Top-down”: reach from mass audiences
“Bottom up”: reach from accumulating impressions against users
Crude targeting (demos) Highly sophisticated mathmen targeting
We knew how many people watched Cheers
We don’t know how many watched Breaking Bad…across TV, DVRs, on demand, Netflix
Huh? Content marketing, native advertising, geofencing, social media, real time bidding
Simple measurement to complicated…
1990 2015
TV Video anywhere
“Top-down”: reach from mass audiences
“Bottom up”: reach from accumulating impressions against users
Crude targeting (demos) Highly sophisticated mathmen targeting
We knew how many people watched Cheers
We don’t know how many watched Breaking Bad…across TV, DVRs, on demand, Netflix
Huh? Content marketing, native advertising, geofencing, social media, real time bidding
Focus on the channel Focus on the consumer
Where is the consumer?
Focus on the channel Nielsen ratings and
determination of reach and frequency on TV
Improved spending allocation via marketing mix model with spending on TV, radio, print, promotion, etc.
Focus on the consumer Reach and frequency
across channels Probability of successful
outcome from serving an impression to a user
The two big cross-media measurement challenges
How do we measure the impact of exposure? Predictive analytics Move money around
in-flight
How do we measure what people are exposed to? Anytime, anywhere,
across device?
Consumer research must up its game…insights are not enough!
How do we measure the impact of exposure? Predictive analytics Move money around
in-flight
How do we measure what people are exposed to? Anytime, anywhere,
across device?
If your consumer research does not generate insights that improve the marketing equation, at scale, you are falling short
Research must deliver PREDICTIVE insights
How do we measure the impact of exposure? Predictive analytics Move money around
in-flight
How do we measure what people are exposed to? Anytime, anywhere,
across device?
If your consumer research does not generate insights that improve the marketing equation, at scale, you are falling short
…and to achieve this you will need to integrate media and digital data into your consumer research, then verify you have improved the predictive equation
For more on predictive insights see http://blog.joelrubinson.net/2015/06/from-descriptive-insights-to-predictive-insights/
marketing research
So think about…
marketing
Media
Put the consumer into the equation Improve the equation Execute at scale by integrating digital and
social data with survey results wherever possible
Three pieces of advice for marketing research…
Thanks and let’s continue to discussion! Blog.joelrubinson.net [email protected] @joelrubinson Find me on linkedin
