thinkla adu: media planning 2014 - kemble fletcher

Kemble Fletcher

• Associate Director, Analytics – Currently LS&Co. global account but have also worked on: PlayStation, Honda, HTC, Paramount Theatrical, Hilton and eHarmony

• 8 years in advertising/analytics

• Started in 2006 making ~$20K - $30K (media not analytics)

The Application Of Analytics Is Seeing Unprecedented Growth

2

Standing On The Shoulders Of Giants…

• Observation, Measurement, Experiment, Hypothesis - Repeat

3

1) The Total Volume Of Data

• There is an estimated 1,200 Exabyte’s worth of information in the world today • If all this information were placed on a standard memory CD, the CDs would stack to the moon, five times over • As recently as 2000, only one quarter of all the world’s information was digital. Today less than 2% of all data information stored is non-digital (paper, film, analog media)

Source: The Economist; Data, data everywhere, Feb 27th 2010 article

• Largely considered one of Man’s greatest technological achievements • Apollo 11 had a 2.048 MHz CPU

2) Computing Power/Processing Power

5

Apollo Lunar Module

Apollo 11 had a 2.048 MHz CPU

Typical modern day PC has ~4GHz

Modern graphical/scientific calculator would be about 2.048

Apollo Lunar Module

6 http://en.wikipedia.org/wiki/Apollo_Guidance_Computer

2) Computing Power/Processing Power

3) Connectivity/Data Access

7

• By 2015 79.9% (256MM) of the American population will have access to the internet • This is about a 2% increase from 2014 that will continue to rise through 2018, where it is expected to reach saturation

• When you get home, open your browser and find out how many different search engines you’re using

My Laptop = 3

main and 18

additional

indexes to pull

into the search

Omnibox

8

3) Connectivity/Data Access

Three Important Factors Have Come Together To Provide Us With More

Data Than We Can Analyze All At Once

…Marketing Is No different

“Advertising is taking something true, funny or meaningful about a group of people and retelling

that it in a compelling way”

Two Approaches To Measuring People - Demographics

US Population 317MM

A20-35 63MM

F40-64 53MM

K<5 19MM

People Who Like Dogs

Poodles

Shepherds

Terriers

Two Approaches To Measuring People - Psychographics

Terriers

In Analytics, Trendlines = Habits

R² = 0.6968

0

5

10

15

20

25

30

35

40

45

50

0 5 10 15 20 25 30 35 40 45

Series1 Poly. (Series1)

Hierarchy of Goals

Business Objective

Campaign Objective

Media

Objective

Creative

Objective

14

Hierarchy of Goals - Examples

15

Y/Y profit margin increase or

increase sales to all loyalty

consumers

Drive people to X for

predetermined period of time

Meet and

Achieve R/F

Determine

M/F Creative

Preference

Defining Goals • Define Measurable Goals

• Each campaign, creative, micro-site, site redesign must have a business objective set up (before) tactical planning and execution

• Measure What Matters

• Valued Activities/Engagement

• Business Value—the key filter

• Remember Why You Are Measuring

• Data that’s not actionable is meaningless

• KPIs on a dashboard are just numbers—analytics informs you what to do to improve

17

TV TRP GRP Added Value Audience Cost Per X Time Spent Registration

Digital Impressions Visits Conversions Cost Per X Pageviews Bounce Rate Interaction Rate Clicks Time Spent Download Registration

Print GRP TRP Audience Cost Per X Registration

Radio GRP TRP Cost Per X Time Spent Registration

OOH Audience Cost Per X Registration

Prioritizing Metrics

Prioritizing Metrics Each project should identify the appropriate metric for

different tasks

KPI’s

(Key Performance Indicator)

Optimization

Metrics

Diagnostic

Metrics

A business-relevant metric, relating to sales (e.g. ROI) or brand/message adoption (e.g. brand lift). A KPI can be either a count or ratio, but is typically a ratio (e.g. “Increased X by Y%”).

A “media metric”, supportive of program KPI’s, but generally related to media, not business. Optimization metrics are ratios, as they are directly representative of relational performance (e.g. Conversion Rate, Revenue per Purchase).

These metrics provide an extra layer of insight to explain why optimization metrics may or may not be improving. Common diagnostic metrics include bounce rate, dwell time, user pathing, and page/site attrition.

18

Example Measurable Goal “Increase worldwide preference for Centrino2 within Business and Consumer targets from the current 4% to 8% by 12/31/09”

Action Where

What

19

Increase … …worldwide…

…preference for Centrino2…

Example Measurable Goal

What

Whom? How Much?

When

20

…Business and Consumer… …from the current 4% to 8%...

…by 12/31/09.

“Increase worldwide preference for Centrino2 within Business and Consumer targets from the current 4% to 8% by 12/31/09”

Trafficking - CRS

Objectives and Strategies

Recommendation

Placement Creation

Trafficking

Pre-Launch

Campaign Launch

Campaign Management

Post Buy

21

Integrating Analytics Into Your Process

Campaign Launch

Objectives and Strategies

Recommendation

Placement Creation

Trafficking

Pre-Launch

Campaign Launch

Campaign Management

Post Buy

22

Different Approaches Depending On The Business Goals

Typical Approach

Campaign Launch

Objectives and Strategies

Recommendation

Placement Creation

Trafficking

Pre-Launch

Campaign Launch

Campaign Management

Post Buy

23

Different Approaches Depending On The Business Goals

Approach For A Cinematic Client

Campaign Launch

Objectives and Strategies

Recommendation

Placement Creation

Trafficking

Pre-Launch

Campaign Launch

Campaign Management

Post Buy

24

Different Approaches Depending On The Business Goals

Approach For A Tech Client

Google Helps Determine where the Flu will breakout next

• In 2008 Google engineers wanted to know if they could model real world phenomena off of Google search trends

• Started by looking at thousands of keywords people were using to describe the FLU

• Were eventually able to narrow it down to 45 keywords that had a statistically sound correlation between the frequency of these search queries and the number of people experiencing flu-like symptoms

26

Google Helps Determine Where The Next Flu Outbreak Will Take

Place

http://googleblog.blogspot.com/2008/11/tracking-flu-trends.html

http://www.nature.com/nature/journal/v457/n7232/full/nature07634.html

27

The Fruit Of That Labor Can Be Informative As Well As Fun

http://www.youtube.com/watch?v=5Zg-C8AAIGg#t=06m18s