FROM SOLUTIONS TO SYSTEMS MARK ZAGORSKI : EVP NIELSEN, CEO EXELATE

Transcription

1 FROM SOLUTIONS TO SYSTEMS MARK ZAGORSKI : EVP NIELSEN, CEO EXELATE

2 POP QUIZ Half of my ad dollars are wasted... The more things change... 2

3 COMPANIES STRUGGLE TO TIE MARKETING TO SALES METRICS FOR DEMONSTRATING IMPACT OF MARKETING SPENDING ON BUSINESS 71% of Fortune 1000 Can t quantify long-term marketing impact 64% of Fortune 1000 Can t quantify short-term marketing impact 36% 29% Proved Impact Quantitatively 46% Short-Term Impact 48% Good Qualitative Sense of Impact, NOT Quantitative Long-Term Impact 18% 23% Haven t Shown Any Impact Yet Source: The World Market Watch, The CMO Survey, August

4 ORGANIZATIONAL SILOS ARE ONE BARRIER TO CLEAR INSIGHTS Different Goals and Strategies Separate Pools of Data and Insights Independent Sets of Results 4

5 ... TECHNOLOGY IS ANOTHER ANALYTICS DATA MANAGEMENT PLATFORM (DMP) MEASUREMENT ATTRIBUTION DATA ROI DIGITAL DATA PLANNING TOOLS 5

6 MARKETING CLOUDS CAN BRING PEOPLE AND TECH TOGETHER Media Planners MARKETING CLOUD Digital Marketing Leads Creative Professionals TO DRIVE OPTIMAL ACTIVATION ATTRIBUTION 6 Data Analysts

7 1 DRIVING CONTINUOUS LEARNING & OPTIMIZATION Build Omnichannel Plan Consumer Profiling Sequence Digital & Traditional Media 2 Build & Distribute Audience Segments Across Channels Data Management Segmentation & Modeling Universal Activation 3 Analyze Full-Funnel Results In Real Time Multi-Touch Attribution In-Flight Analytics Sales Effect - Attribution Media Planning Digital Marketing Customer Acquisition Brand Manager Agency Team Omnichannel Support Search, Social, Display, Mobile, , Website, Radio, TV Analytics 4 Act On Data Insights / Optimize Audience Models, Creative and Media Plan Global Frequency Capping Message Sequencing Predictive Analytics & Modeling PLAN ACT ANALYZE 7

8 UID Demos Devices Life stage Location Segment App Display Social Web site Coupon TV Print Radio Mail Circular Trade Promo Price Assort/OSA HH Sales Store Sales Category Competitor Loyalty START THE PLAN WITH A COMPLETE PROFILE AUDIENCE DIGITAL TRADITIONAL IN-STORE SALES R1 x x x x x x x a 1 a x x x x x R2 x x x x x x x x a 3 d x x x x R3 x x x x x x 4 f x x x R x x x x x b b 4 h x x x PLAN 8

9 SCALE AUDIENCES WITH ADVANCED MODELING ACT 9

10 ACTIVATE ACROSS ALL MARKETING CHANNELS ACT 10

11 ANALYZE ROI CONTRIBUTION ACROSS CHANNELS & TACTICS ANALYZE 11

12 OPTIMIZE CONTINUOUSLY RELEVANCE EFFICIENCY MAXIMIZE MARKETING EFFICIENCY PLACEMENT CONTENT PUBLISHER MEDIA UNIT CREATIVE AUDIENCE COST 12

13 AUTOMATE OPTIMIZATION WITH MACHINE LEARNING MACHINE LEARNING Predictive modeling technology learns and responds to real-time changes in consumer behavior INFINITE SCALING Scale to thousands of audience models to manage all audience needs 13

14 MARKETING CLOUDS SUPPORT THE CYCLE 2 Create & Activate Audience Segments Across Channels 3 Analyze Full-Funnel Results In Real Time 1 Build Omnichannel Plan & Profile MARKETING CLOUD 4 Act On Data Insights / Optimize Audience Models, Creative and Media Plan PLAN ACT ANALYZE 14

15 SOLUTION CASE STUDY: MULTINATIONAL CPG GOAL Global multinational CPG sought to drive incremental sales by creating a coordinated omni-channel consumer experience Data Management Platform (DMP) unified 1 st party, NCS, and predictive modeling tactics across channels. ACT Multi-Touch Attribution (MTA) discovered how each audience tactic, media, placement drove ROI and sales. Online Learning always-on, learning algorithm to automate optimization based on offline sales ANALYZE RESULTS 2.3 million INCREMENTAL PRODUCTS SOLD ATTRIBUTED TO DMP TACTICS 10X+ ROI AND EFFECTIVENESS THAN PREVIOUS TACTICS 15

16 Marketing Clouds can drive this evolution... 16

17 THANKS!