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Measure Marketing Like It’s 2016A Guided Tour of the Newest Tools & Techniques
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Scott Jones Kohki YamaguchiVP Marketing Product Marketing
Speakers
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Housekeeping
• Please submit questions throughout the webinar; the last 10 mins will be reserved for Q&A
• Share your thoughts on Twitter using the #MarketingSignals hashtag
• We’ll send you the webinar recording and slide deck later this week
What happened today?
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We transform raw signals into actionable marketing insights.
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POLLProprietary and Confidential – Not for Redistribution
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Measurement and analytics has become strategicTotal Marketing Measurement
and Analytics Budget4.5%
1.6%
1.0%
Total MarketingExpense Budget as %of Company Revenue
Digital MarketingMeasurementand Analytics
Other MarketingMeasurementand Analytics
Other MarketingExpense Budget
Progressive
Intermediate
Embryonic
13%
9%
7%
1.5
0.25
0.15
3.0
1.3
0.8
8.5
7.5
8.0
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Leaders drive better company performance120%
100%
80%
60%
40%
20%
0%
Cum
ulat
ive
Tota
l Ret
urn
Measurement and Analytics Leaders107.5%
S&P 500 Index72.3%
Measurement and Analytics Laggards
27.6%
8-Year Stock Performance of Measurement and Analytics
Leaders vs. Laggards vs. S&P 500 (2007-2014)~1.5x
~4.0x
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Marketers are investing for their future success18%
15%
12%
9%
6%
3%
0%
Current Levels6.4%
Next 3 Years11.7%
Marketing Budget Spent on Measurement and Analytics
~83%
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The Cross-Channel Measurement Solutions
Attribution
DMP
Tag Mgmt
Web Analytics
CampaignAnalytics
MarketingAnalytics
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The Cross-Channel Measurement Ecosystem
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The Marketing QuestionsAudience Insights & Segmentation• Who should I target? How should I segment?• How is my audience interacting with my marketing efforts?
Budgeting & Marketing Impact• How can I best allocate budget across channels?• What is the marketing impact on my top-line revenue?
Campaign Performance & Optimization• What content or messaging is resonating the most?• Are there opportunities to improve my campaign performance?• Am I on target to hit my goals and objectives?
Web Analytics
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Vendors:
Questions Answered: - Which channels are driving traffic to
and converting on my website?- How is traffic from different channels
interacting with my website content?
Data Management Platform
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Ad
Cookie IDCustomer
ID
Tag Management, Identity Management, Customer Data Warehouse
Questions Answered: - Who should I target?- How can I best segment my
audience?- How is my audience interacting with
my marketing efforts?Vendors:
Marketing Mix Modeling
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Ad
log(R) = Σt β1logC1 + Σt β2logC2 +…
Ad
Media Mix Revenue
$1B
$1.2B
Media Mix Modeling, mROI Modeling
Questions Answered: - What is the impact of marketing
activity on top-line revenue?- How can I best allocate budget
across channels to optimize ROI?
Vendors:
Marketing Attribution
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Questions Answered: - How can I more accurately allocate
conversion credit across touchpoints?
- How can I shift my budget to improve overall ROI?
First ClickLast Click Weigh FirstWeigh Last
U-Shaped V-Shaped Custom
Ad
40% 20% 40%+ + = 100%
Multi-Touch Attribution, Fractional Attribution, Algorithmic Attribution
Vendors:
Marketing Signal Measurement
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Campaign Analytics, Content Analytics, Real-Time Decisioning
Questions Answered: - How are my campaigns performing
today?- What opportunities exist to optimize
my campaign performance?- What content is resonating the most
with my audience?Vendors:
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The Marketing Questions
Audience Insights & Segmentation
Budgeting & Marketing Impact
Campaign Performance & Optimization
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The Marketing Questions
Audience Insights & Segmentation
DMP, Tag Management
Budgeting & Marketing Impact
Attribution,Marketing Mix
Modeling
Campaign Performance & Optimization
Marketing Signal Measurement
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What and How to Measure
Things to Measure CustomersInteractions
Audience SegmentsCreatives & MessagingPerformance MetricsCampaign Execution
Business ClassificationOther Factors
Information StageData Collection
Data RefinementApplying Context
VisualizationInsight
Marketing Measurement Matrix
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Customer Audience Creative Campaign
Collection
Insight
Refinement
Visualization
Tag Management
Marketing Measurement Matrix
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Collection
Insight
Refinement
Visualization
Customer Audience Creative Campaign
DMP
Tag Management
Marketing Measurement Matrix
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Collection
Insight
Refinement
Visualization
Customer Audience Creative Campaign
Attribution
DMP
Tag Management
Marketing Measurement Matrix
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Collection
Insight
Refinement
Visualization
Customer Audience Creative Campaign
Attribution
DMP
Tag Management
Marketing Measurement Matrix
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Marketing Mix Modeling
Collection
Insight
Refinement
Visualization
Customer Audience Creative Campaign
DMP
Tag Management
Marketing Measurement Matrix
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Attribution Marketing Mix Modeling
MarketingSignal
Measurement
Collection
Insight
Refinement
Visualization
Customer Audience Creative Campaign
DMP
Tag Management
Marketing Measurement Matrix
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Attribution Marketing Mix Modeling
MarketingSignal
Measurement
Collection
Insight
Refinement
Visualization
Customer Audience Creative Campaign
Marketing Measurement Matrix
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Collection
Insight
Refinement
Visualization
Customer Audience Creative Campaign
Summary and Recap
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• Each type of solution is built to provide a specific set of answers
• Prioritize solutions that address your immediate questions
• Expand your toolkit to cover the entire marketing measurement matrix
Q & A
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Want to take your measurement to the next level?
Interested in getting a demo of Origami Logic?
Let us know: [email protected]
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Thank you for joining our webinar!