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Presentación de George Musi, Head of Cross-Media Analytics, Dg-MediaMind realizada en el Innovation Day de Métricas de IAB México
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Magenta R 197 G 0 B 132
Dark Gray R 94 G 106 B 113
Medium Gray R 195 G 200 B 200
Black R 0 G 0 B 0
Warm Gray R 206 G 207 B 203
Navy Blue R 0 G 52 B 120
Medium Blue R 84 G 130 B 171
Light Blue R 179 G 200 B 230
Red R 136 G 35 B 69
Purple R 83 G 46 B 96
Light Purple R 143 G 141 B 203
Primary Colors Secondary Colors
White R 255 G 255 B 255
Advertising Accountability: Metrics and Analytics around Video, Mobile and Social
George Musi Head of Cross Media Analytics DG-MediaMind ©2013 DG Inc. All rights reserved 1
@dgspoton
2 © 2013 DG Inc. All rights reserved.
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Secondary Colors
Media Fragmentation
2
3 © 2013 DG Inc. All rights reserved.
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Secondary Colors
Consumer Convergence
is
Here!
4 © 2013 DG Inc. All rights reserved.
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Secondary Colors The multi-screen consumer---all devices used but in different contexts
31/10/13 5
Content is being viewed anytime
anyplace
any device
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6 © 2013 DG Inc. All rights reserved.
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Secondary Colors
consumer touchpoint = data point
6
7 © 2013 DG Inc. All rights reserved.
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Primary Colors
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PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
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Secondary Colors
Creating an explosion
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Primary Colors
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PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
of data
7
8 © 2013 DG Inc. All rights reserved.
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PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
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PMS 431 94/106/113
LOGO
PMS 428 195/200/200
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PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
VOLUME
Data at Scale
VELOCITY
Data in Motion
VARIETY
Data in Many Forms
VERACITY
Data in Doubt
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Primary Colors
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PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
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Secondary Colors
Value
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PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
Demographics
Attitudinal
Behavioral Transactional
Social CRM
Verification Exposure
Emotional Online & Offline Contextual
First-party Third-party
Search
10
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PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
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Secondary Colors
Map the consumer’s journey to purchase
11
12 © 2013 DG Inc. All rights reserved.
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Primary Colors
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PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
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Secondary Colors
all necessary data
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PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
bridge & integrate
12
13 © 2013 DG Inc. All rights reserved.
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Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
Magenta R 197 G 0 B 132
Dark Gray R 94 G 106 B 113
Medium Gray R 195 G 200 B 200
Black R 0 G 0 B 0
Black R 0 G 0 B 0
Warm Gray R 206 G 207 B 203
Navy Blue R 0 G 52 B 120
Medium Blue R 84 G 130 B 171
Light Blue R 179 G 200 B 230
Red R 136 G 35 B 69
Purple R 83 G 46 B 96
Light Purple R 143 G 141 B 203
Primary Colors Secondary Colors
14 © 2013 DG Inc. All rights reserved.
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LOGO
PMS 428 195/200/200
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PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
data the right
matters
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PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
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PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
Understanding
data Is the key
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Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
each holds a puzzle
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PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
piece to the 16
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LOGO
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PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
Connect with audiences
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PMS PB 0/0/0
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Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
the right message
to the right audience
Delivering
at the right time
in the right place
at an effective frequency
Magenta R 197 G 0 B 132
Dark Gray R 94 G 106 B 113
Medium Gray R 195 G 200 B 200
Black R 0 G 0 B 0
Black R 0 G 0 B 0
Warm Gray R 206 G 207 B 203
Navy Blue R 0 G 52 B 120
Medium Blue R 84 G 130 B 171
Light Blue R 179 G 200 B 230
Red R 136 G 35 B 69
Purple R 83 G 46 B 96
Light Purple R 143 G 141 B 203
Primary Colors Secondary Colors
©2013 Digital Generation Inc. All rights reserved 19
Tracking users
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PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
21 © 2013 DG Inc. All rights reserved.
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LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
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PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
GRP
not a thing of the past...
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PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
shouting messages not just
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Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
to consumers
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PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors What is a
Metric?
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Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors morass of metrics
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LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors Drowning in a sea of
metrics
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Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
keep it
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LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors Right Metric for the
Right Objective
Metrics
Measures 29 © 2013 DG Inc. All rights reserved.
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PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors Goals & Objectives
Critical Success Factors
KPIs
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Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
31 © 2013 DG Inc. All rights reserved.
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LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
Reach
Resonance
Relevance
Reaction
Deliver Impressions To The Right Audience
Breakthrough & Communicate
Influence Their Opinion
Opt
imiz
atio
n
Impact Their Behavior
32 © 2013 DG Inc. All rights reserved.
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LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
combining metrics
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PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
Magenta R 197 G 0 B 132
Dark Gray R 94 G 106 B 113
Medium Gray R 195 G 200 B 200
Black R 0 G 0 B 0
Black R 0 G 0 B 0
Warm Gray R 206 G 207 B 203
Navy Blue R 0 G 52 B 120
Medium Blue R 84 G 130 B 171
Light Blue R 179 G 200 B 230
Red R 136 G 35 B 69
Purple R 83 G 46 B 96
Light Purple R 143 G 141 B 203
Primary Colors Secondary Colors
33 ©2013, Digital Generation, Inc. All rights reserved. ©2013 DG Inc. All rights reserved 33
How do you carpe data
34 © 2013 DG Inc. All rights reserved.
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LOGO
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PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
value
35 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
Magenta R 197 G 0 B 132
Dark Gray R 94 G 106 B 113
Medium Gray R 195 G 200 B 200
Black R 0 G 0 B 0
Black R 0 G 0 B 0
Warm Gray R 206 G 207 B 203
Navy Blue R 0 G 52 B 120
Medium Blue R 84 G 130 B 171
Light Blue R 179 G 200 B 230
Red R 136 G 35 B 69
Purple R 83 G 46 B 96
Light Purple R 143 G 141 B 203
Primary Colors Secondary Colors
Diagnostic Analytics
Predictive Analytics
Prescriptive Analytics
Descriptive Analytics
36 ©2013, Digital Generation, Inc. All rights reserved.
VALU
E
DIFFICULTY
What happened?
Why did it happen?
What will happen?
What should happen?
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Advertising
Impressions
38 © 2013 DG Inc. All rights reserved.
39 © 2013 DG Inc. All rights reserved.
40 © 2013 DG Inc. All rights reserved.
Today's definition of an impression
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LOGO
PMS 428 195/200/200
LOGO
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PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
All impressions are not created
equal
42 © 2013 DG Inc. All rights reserved.
an impression Served may not be
an impression Seen
43 © 2013 DG Inc. All rights reserved.
waste
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Time for
45 © 2013 DG Inc. All rights reserved.
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LOGO
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LOGO
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PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
Moving from counting served → seen ads
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Viewable
Impression
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PMS PB 0/0/0
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Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
47 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors Viewable Impression definition
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LOGO
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LOGO
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LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
Net Effect: advertisers have the confidence & security to place more ad dollars with digital media
Viewable Impression
Consistent Metric
Apples-to-Apples Analysis Equal Footing
Common Currency
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LOGO
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Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors Attribution
50 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
Attribution
51 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
What gets measured gets managed
52 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
and not everything that counts can be
counted.
Not everything that can be counted
counts,
53 © 2013 DG Inc. All rights reserved.
questions
Thank You
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