data and comms strategy: the phd perspectived1ri6y1vinkzt0.cloudfront.net/media/documents/jim...

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Data and comms strategy: the PHD perspective

PHD is the world’s leading global communications planning practice

Data driven evidence supports communication recommendations

Integrating data from multiple sources

CommsStrategy

MMMs

Brand Equity

3rd party reports

Social listening

SOURCE

To create and understand the Customer Journey

Healthy Decide to treatCold & Flu Symptoms

startCough starts Healthy

ConsiderationAwareness RecommendationAction

Strategy informed by great thinking

ROI is a key determinant

But innovation is more important than optimisation

NB: ROI figures are a representation of the typical improvements that can be achievedData has come from the PHD ROI results vault (via Annalect Marketing Science)

SOURCE: The Gamification of Comms Planning

What does this mean for magazine brands?

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Magazines are reliant on key sectors

30.215.1

14.09.8

7.65.85.8

5.04.14.03.8

3.53.1

2.92.82.82.7

2.52.0

1.5

Clothing & AccessoriesCosmetics & Personal Care

Household Equipment & DIYLeisure Equipment

PharmaceuticalAll categories average

Mail OrderRetail

MotorsDrinkFood

ComputersTravel & Transport

FinanceBusiness & Industrial

Online RetailMedia

Entertainment & LeisureGovt,social,political Organis

Telecoms

Magazine share of adspend (%) - UK - 2015

Source: Nielsen Company/ PHD

The implications for magazines

1. Be clear on the role of magazines in the customer journey

2. Innovation is the best way to drive reappraisal of the medium

3. Invest in studies to sustain the ROI argument

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