data-driven marketing - beckon.com · data-driven marketing: separating truth from hype marci...
TRANSCRIPT
1
2
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
3
HOT TOPIC NO. 1: PLANNED VS ACTUAL
THE BUZZ
“Agencies aren’t delivering the visibility they promise in the media plan.”
4
! Actual media spend and impressions are, on average, within 1% of plan by the end of a campaign.
THE DATA SHOWS
5
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.
6
! 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.
7
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
8
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
9
HOT TOPIC NO. 2: CONTENT
THE BUZZ
“Content is king! To drive engagement, brands should pump out lots of content.”
10
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%
11
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
12
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%
13
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%.
14
HOT TOPIC NO. 3: VIEWABILITY
THE BUZZ
“Viewability is the new KPI.”
15
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.
16
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.
17
QUESTIONS?
Email [email protected] to be among the first to receive a full copy of the 2017 Marketing Truth or Hype report.