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.

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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

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Any further questions?

marketing management consultants