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DATA-DRIVEN MARKETING: SEPARATING TRUTH FROM HYPE

Marci RaibleVP Global Media & Marketing Services,

Campbell Soup Company

Conrad BowmanDigital Analytics Manager, Scotts

Miracle-Gro

Jeff RaspDirector, Digital

Bayer

Jennifer ZeszutCo-founder and Chief

Customer Officer, Beckon

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HOT TOPIC NO. 1: PLANNED VS ACTUAL

THE BUZZ

“Agencies aren’t delivering the visibility they promise in the media plan.”

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! Actual media spend and impressions are, on average, within 1% of plan by the end of a campaign.

THE DATA SHOWS

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THE DATA SHOWS

! Actual media spend and impressions are, on average, within 1% of plan by the end of a campaign.

! But in any given week, the delivered impressions can be off by as much as 90% vs. plan.

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! And most campaigns see a 4 – 5 week delay before the cumulative actual impressions catch up to plan.

THE DATA SHOWS

WEEK 1 WEEK 5 WEEK 10

! But in any given week, the delivered impressions can be off by as much as 90% vs. plan.

! Actual media spend and impressions are, on average, within 1% of plan by the end of a campaign.

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TELL-TALE EXAMPLE / CASE STUDY

In one 19-week campaign, impressions lagged for 10 weeks—the campaign was half over before impressions caught up to (and eventually surpassed) plan.

WEEK 1 WEEK 10 WEEK 19

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THE DATA SHOWS

You can’t manage what you don’t measure.

! Campaigns that maintain close alignment between plan and actual hit 117% of planned impressions, and use only 73% of planned spend.

! … in contrast, campaigns that stray from plan hit just 87% of planned impressions, and use 86% of planned spend.

CLOSELY ALIGNED CAMPAIGNS

CAMPAIGNS THAT STRAY FROM PLAN

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HOT TOPIC NO. 2: CONTENT

THE BUZZ

“Content is king! To drive engagement, brands should pump out lots of content.”

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LAST YEAR (2016), THE DATA SHOWED

! Brand-generated content volume was up 300% year-over-year.

! But total engagement by consumers with that content was flat.

! Just 5% of branded content garnered 90% of total consumer engagement.

90%

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THIS YEAR (2017), THE DATA SHOWS

Less is more

! In 2017, total content posted by brands decreased by two thirds.

! Meanwhile, overall engagementincreased 15%.

2016 2017

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Less is more

! And this year, 20% of content drove 90% of total engagements (compared to just 5% in 2016).

THIS YEAR (2017), THE DATA SHOWS

90%

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TELL-TALE EXAMPLE / CASE STUDY

In one success story, a global brand saw more than twice as many engagements per post year-over-year and reduced cost per engagement by 64%.

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HOT TOPIC NO. 3: VIEWABILITY

THE BUZZ

“Viewability is the new KPI.”

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THE DATA SHOWS

! According to data in Beckon, average viewability is around 54%.

! That means that roughly 46 cents of every media dollar is wasted on ads that no one ever sees.

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THE DATA SHOWS

Again, you can’t manage what you don’t measure.

! Brands that measure and monitor viewability improved viewability by 27.5% in a single year.

! However, only 8.5% of brands are tracking it.

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QUESTIONS?

Email hello@beckon.com to be among the first to receive a full copy of the 2017 Marketing Truth or Hype report.