What Works Now?

Marketing Effectiveness

in the Data Age

3rd November 2011

MediaCom Business Science : An expanding

network of over 130 employees in 14 offices

• UK centre of excellence – 45 Econometricians

• Evaluating over £850m worth of billings in the UK

The media picture 16 years ago……

And the number of communications consumers

are exposed to has exploded

Source: Luma Partners 2011

Econometrics has become the accepted solution

to measuring communications effectiveness

Weeks

Using analytics to address our clients’ key

business challenges… Complex

Simple

Tactical Strategic

How much should we

spend next year; and how?

How much should we

spend in digital?

How much are we

spending this quarter?

How do we know what DR

is really contributing?

Can we optimise TV

schedules to drive web visits?

Which months are

the most efficient?

Please optimise the media

mix and implementation

What return could I expect

from a new product?

How should we allocate

spend across the portfolio?

How much should we spend on

comms in the next three years?

What is the cost/

benefit of branding? Which message is the

most appealing?

Which retail locations appear

the most appealing?

Are we on track to hit

our targets?

It’s crucial that communications performance is

measured through a holistic approach that takes

into account offline influences

Purchase

Typical path to conversion analysis

Generic search Aggregator Display Brand search

Path 1

Path 2

X No purchase

Continuing to develop our evaluation techniques

to ensure we capture all communication channels

is crucial

And over the last few years we’ve built strong

experience on the effectiveness of areas such as

content activation

-

50

100

150

200

250

300

350

400

450

Ind

ex

of

Sp

on

so

rsh

ip R

OI

vs

TV

Sp

ot

RO

I

Content Properties

Business Science database of 42 Content examples examples ROI Index v. that brand’s ROI for TV Advertising

Average = 140

Content activation ROI 40% higher than TV ROI

Source: MediaCom Business Science benchmarks

Defining the KPIs for each piece of activity is key

Facebook fans

Video views

Likes/comments/interactions

Buzz/Sentiment/Brand monitor

Downloads/ratings/apps

Followers

Awareness/consideration

Brand image

Searches

Clicks

Dwell times

Web visits

Vouchers/redemptions

Competition entries

Calls

Sales

Retention

The future for media targeting and measurement will be

through more granular information potentially through single

source measurement

Today you’ll hear the views of some of the industries

experts on where the future of marketing effectiveness is

headed

Clare Newman Head of Business Science EMEA

Justin Armsworth Head of Marketing Services Scotland

David Lovie Principal Consultant

Mark Riseley Group Product Marketing Manager EMEA

John Thekanady Head of Client Services

Peter Field Consultant