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Senior Marketing Consultant, Trinity P3Anton has worked with some of the largest global and local clients to assess technology stacks, platforms, deployment and management systems, data warehouses, data flows, digital marketing & media activity, as well as reporting and optimisation processes, including: AMEX, Optus, Virgin Mobile, Fairfax, Lexus, Honda, Microsoft, Nestle, Campari, P&G, VW and Westpac to name a few.
ANTON BUCHNER
WTF?
marketing management consultants
$196
$135
This morning is for you…
You1. Tech, data & buzzword BS explosion2. Watch outs for marketers3. KPIs that matter most
marketing management consultants
The tech space is all the rage
Microsoft buys LI for $26.2b in June 2016
marketing management consultants
The explosion of choice for marketers
marketing management consultants
3,874 solutions (up from 115 in 2011)
The digital big bang
90% OF THE WORLD’S DATA HAS BEEN CREATED IN THE LAST
TWO YEARS
marketing management consultants
Terminology – what do you mean by…• Customer centricity• Mobile at the core• Programmatic• Data-driven • Big data• Geo targeting • Promoted posts• Marketing automation• Influencer marketing• Collaborative filtering
marketing management consultants
So what does all this mean
for you?
marketing management consultants
6 macro forces
Cost V
value
Strategic v
agile
Competing interests & ego
Marketing technology stack logic
Security Digital maturity transformation
marketing management consultants
Where are you on the maturity curve?
Manual process Basic cross system connection Architecture established Business rules adopted Optimization strategies
Limited IT infrastructure Basic architecture established Service governance established Managed measurement Profiling, monitoring and
visualising data
Disparate systems Data standards, roles, ownership Social and CRM targeting Data quality as BAU ROI as part of BAU
No data roles and governance Data analysis Insights generated Media attribution Blue sky 10% testing
Reactive Proactive AdvancedPreventative
marketing management consultants
What are KPIs?
marketing management consultants
What are KPIs?Business objectives are one thing …
• Marketing objectives are to deliver on the business objectives (i.e. enter a market and capture X% market share). Think: FROM / TO.
• Goals are what you need to do in order to achieve your objectives (ie: to sell more we need to improve our product benefits, improve conversion rates, etc. Goals should reflect specific strategies.
• Key performance indicators (KPIs) are the measurable value that demonstrates how effectively a company is achieving its business objectives. They are metrics used to measure performance.
marketing management consultants
Performance CriteriaBusiness Performance
• Sales Volume • Volume Growth • Relative Brand Performance • Composite Performance • Market/brand share • Customer loyalty • Brand equity • Brand profitability
Advertising Performance
• Advertising Awareness • Brand Image Shifts • Attitude Ratings • Ad enjoyment • Brand personality • Predisposition to buy • Ad scores • Persuasion index• Digital activity• Traffic• Engagement• +/- conversation• Links – good/bad
Agency Performance
• Agency Service delivery* • Relationship Management*• Functional competencies* • Contribution to ‘branding’ • Project management* • Administration*• Cost Efficiency*• Pro-activity*• Collaboration*
* Can be measured, managed and maximised using Evalu8ing. Find out more at www.evalu8ing.com
marketing management consultants
Think across the human journey
Reach Engagement Sales Database Advocacy
Staff networks Site traffic Lead nurturing Opt ins NPS
Media Content views / shares Conversion rate Social engagement Segment shifts
Content shares Social engagement Retail Email / Loyalty OR / CTR Ratings / reviews
PR value Media attribution Sales & growth App usage Shares
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Buy
LearnAdvocate
marketing management consultants
Any further questions?
marketing management consultants
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