Agile Marketing Measurement By Shubu Mitra and Jennifer Zeszut

AGILE MARKETING MEASUREMENTMARTECH SFMARCH 2016

Introductions

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Jennifer ZeszutCEO, BeckonIntelligence for marketing in all its modern complexity@jenniferland

Shubu MitraDirector, Connection Planning Effectiveness & ProductivityThe Coca-Cola Company

Marketing is speeding up• [image coming]

Source: pennystocks.la/internet-in-real-time

It’s all speeding up

Agility is the new name of the marketing game

• New consumer touch points are appearing fast and furious.

• Touch point behavior morphs fast

• Windows of opportunity to grow share are tight + shadows of threat are themselves more agile than in the past.

Technology and declining predictability force alertness

• Digital is a huge part of marketing today and demands agile measurement and management.

• Marketing program performance is less predictable today. So while planning is important, it is even more important to be ready to modify plans.

Key program performance questions remain

How is the campaign performing?

What is working?

What is not working?

How can we do better?

Agile best practices

BEFORE AFTERWillingness to outsource analysis Data-driven marketing as a core, in-house

capabilitySiloed data Integrated and connected visibility

Analysis in the hands of few Analysis in the hands of many (democratization of the data)

Messy data was OK Critical importance of a clean, organized “source of truth”

All centralized OR all decentralized

Strike a balance: centralize the key points of leverage

Tools designed for technical analysts Tools designed for marketers

Annual, quarterly cadence Weekly, daily, hourly feedback loopsManual analysis Automatically + continuously updating analysisInsights in binders and PPT decks Data in the flow of marketing’s decision-making

Agile marketing needs agile measurement

Let’s take these one by one …

BEFORE AFTERWillingness to outsource analysis

Data-driven marketing as a core, in-house capability

“I’ve been thinking a lot about what legacy I want to leave. I don’t want to be the guy that outsourced all analysis to my

agencies and mix modeling firm. I want to build, in-house, a

core competency for data-driven marketing so that my

entire extended marketing team knows how to view data,

ask questions and optimize continuously.”

– CMO of a global consumer products company

BEFORE AFTERSiloed data Integrated and connected data

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BEFORE AFTERSiloed data Integrated and connected data

BEFORE AFTERAnalysis in the hands of few Analysis in the hands of many (democratize the data)

Marketing

Agency

Senior Mgmt.

BEFORE AFTERMessy data was OK Critical importance of a clean, organized “source of

truth”

SPSSINSIGHT TOOLS

ANALYSTS MARKETERS

TABLEAU PPTAD HOC EXCEL

EmailDisplay

Social Publis

h

TV, Print OOH

WebSearch

Social listen

PR / clippin

gs data

EXECUTION TOOLS + TEAMS

DisplayDispla

yDisplay

Social listenSocial

listenWebPR /

eventsSocial Publis

h

TV, Print OOH

TV, Print OOH

TV, Print OOH

Brand Tracke

r

AGGREGATE DATA STORES

EDW SALES DATA

MEDIA DATABASE

EmailDisplay

Social Publis

h

TV, Print OOH

WebSearch

Social listen

PR / clippin

gs data

SPSS

EXECUTION AGENCIES+ TOOLS

INSIGHT TOOLS

ANALYSTS MARKETERS


DisplayDispla

yDisplay

Social listenSocial

listenWebPR /

eventsSocial Publis

h

TV, Print OOH

TV, Print OOH

TV, Print OOH

Brand Tracke

r


EDW SALES DATA

MEDIA DATABASE

EmailDisplay

Social Publis

h

TV, Print OOH

WebSearch

Social listen

PR / clippin

gs data

SPSS


INSIGHT TOOLS

ANALYSTS MARKETERS


DisplayDispla

yDisplay

Social listenSocial

listenWebPR /

eventsSocial Publis

h

TV, Print OOH

TV, Print OOH

TV, Print OOH

Brand Tracke

r


EDW SALES DATA

MEDIA DATABASE

EmailDisplay

Social Publis

h

TV, Print OOH

WebSearch

Social listen

PR / clippin

gs data

SPSS


INSIGHT TOOLS

ANALYSTS MARKETERS


DisplayDispla

yDisplay

Social listenSocial

listenWebPR /

eventsSocial Publis

h

TV, Print OOH

TV, Print OOH

TV, Print OOH

Brand Tracke

r


EDW SALES DATA

MEDIA DATABASE

EmailDisplay

Social Publis

h

TV, Print OOH

WebSearch

Social listen

PR / clippin

gs data

SPSS


INSIGHT TOOLS

ANALYSTS MARKETERS


DisplayDispla

yDisplay

Social listenSocial

listenWebPR /

eventsSocial Publis

h

TV, Print OOH

TV, Print OOH

TV, Print OOH

Brand Tracke

r


EDW SALES DATA

MEDIA DATABASE

NOTNORMALIZED, CONSISTENT NAMING, TAXONOMY

EmailDisplay

Social Publis

h

TV, Print OOH

WebSearch

Social listen

PR / clippin

gs data

SPSS



INSIGHT TOOLS

ANALYSTS MARKETERS

TABLEAU PPT

EDW SALES DATA

DisplayDispla

yDisplay

Social listenSocial

listenWebPR /

eventsSocial Publis

h

TV, Print OOH

TV, Print OOH

TV, Print OOH

MEDIA DATABASE

Brand Tracke

r

United spend + performance data

hub

AD HOC EXCEL

NORMALIZED, CONSISTENT NAMING AND TAXONOMY

NOTNORMALIZED, CONSISTENT NAMING ANDTAXONOMY

Establish a source of truth

BEFORE AFTERAll centralized OR all decentralized


WHAT TO CENTRALIZETaxonomyNamingKPIs and Benchmarking The data (a single ‘source of truth’ data hub)Permissions, data accessReporting and analysis toolsPlaybook for measurement

WHAT TO DECENTRALIZEAccess to clean “source of truth” dataLocal market tactic analysisLocal campaign analysisExperimentation, A/B testingOptimization actionsLocal market / brand execution

BEFORE AFTERTools designed for technical analysts Tools designed for marketers

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

BEFORE AFTERAnnual, quarterly cadence Weekly, daily, hourly feedback loops

BEFORE AFTERManual analysis Automatically + continuously updating analysis

BEFORE AFTERInsights in binders and PPT decks Data in the flow of marketing’s decision-making

Agile marketing best practicesBEFORE AFTER

Willingness to outsource analysis Data-driven marketing as a core, in-house capability

Siloed data Integrated and connected visibility

Analysis in the hands of few Analysis in the hands of many (democratization of the data)

Messy data was OK Critical importance of a clean, organized “source of truth”

All centralized OR all decentralized


Tools designed for technical analysts Tools designed for marketers

Annual, quarterly cadence Weekly, daily, hourly feedback loopsManual analysis Automatically + continuously updating analysisInsights in binders and PPT decks Data in the flow of marketing’s decision-making

The mandate for agility

“It’s not one high-level decision each year around mix that makes or breaks

us. It is the million little optimizations that we will

make all year long that means the difference between success and

failure of our new product.”

– CMO of a global technology company

What are the benefits of agile measurement?• Matches the need• Agile marketing measurement tailored to many current agile

marketing environments.• Less risk• Big bang marketing is risky. Agile, iterative marketing based on

data carries less risk.• Quick, frequent positive course corrections add up…

Annual optimization lets you do a little more with you marketing spend each year• Annual “mix” models

to help reallocate spend

• Annual year-in-review or “hind-sighting” decks

• Post campaign wrap-up reports from agencies Year

1030507090

110$ in 1,000s

5 10 2015

$10,000 put to work12% Simple InterestNets you $34,000

But small, continuous course corrections improve your marketing exponentially

Year1030507090

110$ in 1,000s

5 10 2015

12% Simple Interest$34,000

$10,000 put to work12% Compounding InterestNets you $108,920MANDATE FOR AGILE

MARKETING

The compound interest calculationFUTURE VALUE

PRESENT VALUE INTEREST RATE COMPOUNDING

INTERVALLENGTH OF

TIME

Do more with the same Your real, true EFFECTIVE marketing spend (THE

POTENTIAL VALUE OF YOUR SAME MARKETING DOLLARS)

What’s your marketing spend

that you are willing to

optimize…(PRESENT VALUE OF YOUR MKTG

$)

What improvement you think you can get each

time you shift between A and B

(INCREMENTAL ROI LIFT FROM

OPTIMIZATION)

…how frequently you will ACT and optimize each

year?(COMPOUNDING

INTERVAL)

…how long you commit to agile

optimization(LENGTH OF

TIME YOU COMMIT TO

OPTIMIZTIONS)

More than just a good idea …

1% higher profits when you boost marketing analytics “units”/usage by 3 points **

12.7% lift in ROI on average across 11 brands committed to agile marketing and measurement *

** Forrester study on the Total Economic Impacts of using Beckon* Quantifying the Impact of Marketing Analytics by HBR (McKinsey research)

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Thank you.