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INTERNAL: Google Confidential and Proprietary
Future ReadyAdvertisingMeasurement
Joris Merks-BenjaminsenHead of Digital Transformation
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INTERNAL: Google Confidential and Proprietary
The Dutch are amongst the most savvy of the world
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INTERNAL: Google Confidential and Proprietary
Yet a lot of our advertising is still somewhat primitive
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INTERNAL: Google Confidential and Proprietary
Betalen
Sparen
Hypotheek
Pensioen
Verzekering
Most branding strategies
Betalen Sparen Hypotheek Pensioen Verzekering
Consumers don’t live in a flighted world
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INTERNAL: Google Confidential and Proprietary
Haarstijlen
Rimpels
Make-up
Most branding strategies
New Shampoo
NewCreme
NewMascara
NewHair Dying
New Lipstick
Consumers seek information & inspiration
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INTERNAL: Google Confidential and Proprietary
Claiming Consumer Moments
Financieel advies, huis kopen,
voeding, old timer kopen,
fashion tips, inspiratie vakantie...
You?
How to save money?
Make-up tips?
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INTERNAL: Google Confidential and Proprietary
3 Measurement Strategies that will
Fail to Work in Next Decade
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INTERNAL: Google Confidential and Proprietary
1. Brand Trackers NOT Suitable for Always-On
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2. Marketingmix modeling not suitable for always-on
Newspapers
TVDirect Mail
(DM)
Paid Search
2012 2013 2014
Base Sales
Magazines
Affiliates
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INTERNAL: Google Confidential and Proprietary
3. TV Modeling NOT suitable for Always-on
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INTERNAL: Google Confidential and Proprietary
And one that will partly fail...
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INTERNAL: Google Confidential and Proprietary
4. Last-click method does not work for branding
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INTERNAL: Google Confidential and Proprietary
The Attribution Challenge
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INTERNAL: Google Confidential and Proprietary
Two challenges for building consumer journey data
Time & Space
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INTERNAL: Google Confidential and Proprietary
The ‘Time Challenge’: Long Consumer Journeys
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INTERNAL: Google Confidential and Proprietary
The ‘Space Challenge’: Cross Screen/Channel
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Fixing the Space Problem: sample & extrapolate
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Fixing the Space Problem: sample & extrapolate
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INTERNAL: Google Confidential and Proprietary
Awareness KPI’sVoluntary view level 1Content Engagement level 1Consideration KPI’s
Voluntary view level 2Content Engagement level 2
Preference KPI’sVoluntary view level 3Content Engagement level 3Subscriptions/likes/+1 Sales KPI’s
Wishlist/basket/quoteSale
Loyalty KPI’sSharing/liking/return visitorsNewsletter subscriptionReviewing/Commenting
Fixing the Time Problem: cut & stitch real-time estimators
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INTERNAL: Google Confidential and Proprietary
Five Pragmatic Steps to Solve the Attribution Challenge1. Get rid of last-click CPA, GRP and Reach/impressions as Ultimate KPI’s
2. Start with your brand and consumer (journey) research- Who do you want to be as a brand? What does your brand have to say?- Who do you want to speak to? When? What do they allow your brand to be?
3. Create always-on content eco system bringing brand & performance together- Claim relevant themes and consumer moments across the full journey
4. Define KPI’s that quantify engagement with content across the full journey- Attribute a value to each KPI based on common sense (correct for space & time)- Use these KPI’s to evaluate and optimize campaigns and content- Track KPI engagements as part of your holistic consumer journey database
5. Periodically check value of KPI’s with data driven attribution modeling- Adjust values for each KPI and refine your KPI-set
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INTERNAL: Google Confidential and Proprietary
The blueprint for ‘digital thinkers’: How to drive digital change in companies.
“Think and Grow Digital” is presented as a guide for “millennials”. But the book is filled with maxims, slogans, charts, and other catchy ways of imparting lessons that even a non-millennial can apply.
Nicholas Lemann - The New Yorker Magazine
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Integratie van online & offline marketing: Marketingliteratuur van het jaar
“Een boek dat elke marketeer zou moeten lezen. Het brengt de oude en nieuwe werelden bij elkaar.”
Juryrapport - PIM