thinkLA AdU: Media Planning 2014 - Kemble Fletcher
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Transcript of thinkLA AdU: Media Planning 2014 - Kemble Fletcher
Kemble Fletcher
• Associate Director, Analytics – Currently LS&Co. global account but have also worked on: PlayStation, Honda, HTC, Paramount Theatrical, Hilton and eHarmony
• 8 years in advertising/analytics
• Started in 2006 making ~$20K - $30K (media not analytics)
The Application Of Analytics Is Seeing Unprecedented Growth
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Standing On The Shoulders Of Giants…
• Observation, Measurement, Experiment, Hypothesis - Repeat
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1) The Total Volume Of Data
• There is an estimated 1,200 Exabyte’s worth of information in the world today • If all this information were placed on a standard memory CD, the CDs would stack to the moon, five times over • As recently as 2000, only one quarter of all the world’s information was digital. Today less than 2% of all data information stored is non-digital (paper, film, analog media)
Source: The Economist; Data, data everywhere, Feb 27th 2010 article
• Largely considered one of Man’s greatest technological achievements • Apollo 11 had a 2.048 MHz CPU
2) Computing Power/Processing Power
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Apollo Lunar Module
Apollo 11 had a 2.048 MHz CPU
Typical modern day PC has ~4GHz
Modern graphical/scientific calculator would be about 2.048
Apollo Lunar Module
6 http://en.wikipedia.org/wiki/Apollo_Guidance_Computer
2) Computing Power/Processing Power
3) Connectivity/Data Access
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• By 2015 79.9% (256MM) of the American population will have access to the internet • This is about a 2% increase from 2014 that will continue to rise through 2018, where it is expected to reach saturation
• When you get home, open your browser and find out how many different search engines you’re using
My Laptop = 3
main and 18
additional
indexes to pull
into the search
Omnibox
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3) Connectivity/Data Access
Three Important Factors Have Come Together To Provide Us With More
Data Than We Can Analyze All At Once
…Marketing Is No different
“Advertising is taking something true, funny or meaningful about a group of people and retelling
that it in a compelling way”
Two Approaches To Measuring People - Demographics
US Population 317MM
A20-35 63MM
F40-64 53MM
K<5 19MM
People Who Like Dogs
Poodles
Shepherds
Terriers
Two Approaches To Measuring People - Psychographics
Terriers
In Analytics, Trendlines = Habits
R² = 0.6968
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Series1 Poly. (Series1)
Hierarchy of Goals
Business Objective
Campaign Objective
Media
Objective
Creative
Objective
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Hierarchy of Goals - Examples
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Y/Y profit margin increase or
increase sales to all loyalty
consumers
Drive people to X for
predetermined period of time
Meet and
Achieve R/F
Determine
M/F Creative
Preference
Defining Goals • Define Measurable Goals
• Each campaign, creative, micro-site, site redesign must have a business objective set up (before) tactical planning and execution
• Measure What Matters
• Valued Activities/Engagement
• Business Value—the key filter
• Remember Why You Are Measuring
• Data that’s not actionable is meaningless
• KPIs on a dashboard are just numbers—analytics informs you what to do to improve
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TV TRP GRP Added Value Audience Cost Per X Time Spent Registration
Digital Impressions Visits Conversions Cost Per X Pageviews Bounce Rate Interaction Rate Clicks Time Spent Download Registration
Print GRP TRP Audience Cost Per X Registration
Radio GRP TRP Cost Per X Time Spent Registration
OOH Audience Cost Per X Registration
Prioritizing Metrics
Prioritizing Metrics Each project should identify the appropriate metric for
different tasks
KPI’s
(Key Performance Indicator)
Optimization
Metrics
Diagnostic
Metrics
A business-relevant metric, relating to sales (e.g. ROI) or brand/message adoption (e.g. brand lift). A KPI can be either a count or ratio, but is typically a ratio (e.g. “Increased X by Y%”).
A “media metric”, supportive of program KPI’s, but generally related to media, not business. Optimization metrics are ratios, as they are directly representative of relational performance (e.g. Conversion Rate, Revenue per Purchase).
These metrics provide an extra layer of insight to explain why optimization metrics may or may not be improving. Common diagnostic metrics include bounce rate, dwell time, user pathing, and page/site attrition.
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Example Measurable Goal “Increase worldwide preference for Centrino2 within Business and Consumer targets from the current 4% to 8% by 12/31/09”
Action Where
What
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Increase … …worldwide…
…preference for Centrino2…
Example Measurable Goal
What
Whom? How Much?
When
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…Business and Consumer… …from the current 4% to 8%...
…by 12/31/09.
“Increase worldwide preference for Centrino2 within Business and Consumer targets from the current 4% to 8% by 12/31/09”
Trafficking - CRS
Objectives and Strategies
Recommendation
Placement Creation
Trafficking
Pre-Launch
Campaign Launch
Campaign Management
Post Buy
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Integrating Analytics Into Your Process
Campaign Launch
Objectives and Strategies
Recommendation
Placement Creation
Trafficking
Pre-Launch
Campaign Launch
Campaign Management
Post Buy
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Different Approaches Depending On The Business Goals
Typical Approach
Campaign Launch
Objectives and Strategies
Recommendation
Placement Creation
Trafficking
Pre-Launch
Campaign Launch
Campaign Management
Post Buy
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Different Approaches Depending On The Business Goals
Approach For A Cinematic Client
Campaign Launch
Objectives and Strategies
Recommendation
Placement Creation
Trafficking
Pre-Launch
Campaign Launch
Campaign Management
Post Buy
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Different Approaches Depending On The Business Goals
Approach For A Tech Client
Google Helps Determine where the Flu will breakout next
• In 2008 Google engineers wanted to know if they could model real world phenomena off of Google search trends
• Started by looking at thousands of keywords people were using to describe the FLU
• Were eventually able to narrow it down to 45 keywords that had a statistically sound correlation between the frequency of these search queries and the number of people experiencing flu-like symptoms
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Google Helps Determine Where The Next Flu Outbreak Will Take
Place
http://googleblog.blogspot.com/2008/11/tracking-flu-trends.html
http://www.nature.com/nature/journal/v457/n7232/full/nature07634.html
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The Fruit Of That Labor Can Be Informative As Well As Fun
http://www.youtube.com/watch?v=5Zg-C8AAIGg#t=06m18s