01. how did we get here? 02. measurement …...media was limited tv, print, ooh, radio reaching big...
TRANSCRIPT
01. HOW DID WE GET HERE?
02. MEASUREMENT THAT MATTERS
03. HOW TO MAKE IT HAPPEN?
01. HOW DID WE GET HERE?
IN THE BEGINNING IT WAS SIMPLE…
IT STARTED WITH A PRODUCT AND A BRIEF
MEDIA WAS LIMITEDTV, PRINT, OOH, RADIO
REACHING BIG AUDIENCES WAS EASY
Brand AgencyTV Buying
TV Publisher
$100 $3 $97
AND THE MEDIA BUYING PROCESS WAS CLEAR
Product Marketing budget
SaleConsumer
THE MEASURE OF SUCCESS WAS CLEAR
50 YEARS OF SUCCESS
Product Marketing budget Distributor margin Shop margin Consumer
THAT WAS MASS MARKETING A VALUE CHAIN OF COMMS + RETAIL
TECHNOLOGY CREATED OPPORTUNITY…
…AND COMPLEXITY
1.82 Billion possible permutations every second
MORE PEOPLE, MORE SPECIALISMS, MORE STAGES
PROLIFERATION OF THINGS YOU CAN MEASURE
WE LOST SIGHT OF WHAT MEASURES ARE MEANINGFUL
WE BECAME OBSESSED WITH TECHNOLOGY
THE SILVER BULLET
RE-ESTABLISHING WHAT THE END GOAL IS
OBJECTIVE MEASUREMENT
02. MEASUREMENT THAT MATTERS
DOES TV SELL CHEESE?
ROI $1 / $2.58
IS ACQUIRING NEW CUSTOMERS ENOUGH?
PAY ON SALE MODEL
03. HOW TO MAKE IT HAPPEN?
1. DOES YOUR AGENCY UNDERSTAND YOURBUSINESS?
> Have they spoken to anyone outside the MKTG department?> Do they know how you make money?
2. ARE YOU ABLE TO LINK [MEDIA] SPEND TO SALES?
> Do you have the right tools?> The right skills/data?> “We tried this once and…”
3. DO ALL PARTIES HAVE THE APPETITE TO MAKE THIS HAPPEN?
> Don’t be afraid of a lengthy process> Ensure management agreement
DO IT RIGHT AND…
THE INVESTMENT QUESTION
BUSINESS BENEFITS
FAIRER REMUNERATION
