addressing emerging market measurement challenges and opportunities - presentation from i-com...
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01-04- 03.04 - I-COM Global Conference, Seville, Spain Subject: “Addressing Emerging Market Measurement Challenges & Opportunities” – Moderated discussion and presentation http://i-com.org/i-com-global-summit-seville/ Short description: Marta Klepka will discuss with Julian Garritz from Garritz Online Media, Mexico, one of the leading media agency working all across LATAM and US Hispanics, about the main chances awaiting digital media and their measurement on so called “Emerging Markets”. LATAM and CEE are regions, where more advanced economies are neighbouring with less digital literate markets, which results in exchange of plenty of cases and ideas on how to use the opportunities that the leaders in measuring digital communication.TRANSCRIPT
ADDRESSING EMERGING MARKET MEASUREMENT CHALLENGES AND OPPORTUNITIES
Julian Garritz
Marta Klepka
Multilevel Analysis
To understand the challenges & opportunities in measuring online
campaigns on Emerging Markets we should look at them in a multilevel
array
DIFERENT LEVELS
Channel
Cross Channel
Multiscreen
Cross MediachannelEvery
Every screen
Every touch point
Channel level challenges
Lack of adserving
budget for impact &
click measurement
Low transparency
and difficulties in
handling
discrepances
Validation of click
quality in the post-
click activity
Global vs local tools
A high CTR does not always
mean good audiences,
effective copy, ….
More ROI-oriented campaigns
Better CRM, Retargeting and social
engagement
Opportunities
Better coordination between
corporate areas
Using View Through as KPI
Associating impact to post-click activity
Incongruences and
difficulties at the
post-click analysis
Conversion
attribution and
consumer journey
Audience retargeting
architecture
Cross-channel level challenges
Cross-channel post-click analysis
Identifying strategic cross and multichannel audience clusters at web
analytics level vs location, date and time, impact and click activity
Qualifying these audiences in terms of ROI
Identifying strategic audience
clusters focused on ROI
Opportunities
Measurement analysis & creativity
Purchase
= 0SEO
SEM
Brand
Purchase
= 1SEO
SEM
Brand
Click
Display
Unique User
identificationFunnel definition and
Convertion
attribution
Unique user
identification
Funnel definition and
conversion
attribution
Multiscreen Level Challenges
Identifying users across screens
Using technologies that
allow multiscreen targeting
(e.g. logged in audiences)
OPPORTUNITIES
Funnel Definition
Increase ROI
Better CRM
Where is myaudience?
Different screens and different experiences imply
different user intentions
OPPORTUNITIES
Funnel definition and conversion attribution
More ROI-oriented campaigns
Better CRM, Retargeting and
social engagement
Quantify and qualify activities in
specific screens
Relate to consumer journey
Campaign tracking, channel attribution and
tracing user activities are among the key
opportunities for digital industry in Emerging
Markets
Agencies role is to advocate the Client to
invest in D&A and test, test, test
Multiscreen marketing and
measurement technologies are
currently in high demand
Plenty of chances for creative entrepreneurs
• Tools and Technology capabilities
as the foundation
• Advertisers and their Agencies
should build strong partnerships
with external experts
• Strong analytics and modelling
capabilities are the key
• Agency role is to make the
tools work together
Own data strategy to pilot media activation
Modelling
GLANCE
Ac vate&
Pilote
Collect&
Measure
Organize&
VisualizeREPORTING
TOOL
THANK YOU! QUESTIONS? CONTACT US
Julian Garritz, General Manager Garritz Online Media,
Marta Klepka, Publicis Groupe CEE Digital Director & VivaKi
Regional Lead, [email protected]