Answering a briefing often feels like trying to solve a puzzling case or cracking a code. It's a complex science mixing number crunching, logic, creativity, but also sociology, anthropology, epistemology. Philippe Deltenre presents the methodology he's using to adress complex briefings and big pitches: from briefing to storyline, from storyline to KPIs, from KPIs to execution plan.

1. Friday Session #52
Philippe Deltenre
Translating complex
Follow @Cleverwood media briefings
Use #FridaySession into media plans
29/01/2013

2. Crack the briefing
Cleverwood 25/01/2013

4. Biases
Bandwagon effect
The tendency to believe things because many
other people believe the same

5. Choice-supportive bias
The tendency to remember one's choices as
better than they actually were

6. Confirmation bias
The tendency to search for or interpret
information in a way that confirms one's
preconceptions

7. Recency bias
The tendency to weigh recent events more than
earlier events

8. Bias blind spot
The tendency to see oneself as less biased than
other people, or to be able to identify more
cognitive biases in others than in oneself

9. GET STARTED

10. 3 phases
• Phase 1: Read the briefing
– Read the briefing one more time (together?)
– Highlight business objectives and goals

11. 3 phases
• Phase 2: Feed the briefing
– The target: Sociologic insights
– Numbers & data

12. 3 phases
• Phase 3: strategic planning
– (re)Write the briefing and start to plan based on
business objectives and goals
– Research when required

13. INTO DETAILS: FEED THE BRIEFING
WITH INSIGHTS

14. Key succes factor: Understand the
target
MALE / NL / SG 1 – 3 / AGE GROUP 60+/BRUSSELS + BRABANT

15. Key succes factor: Understand the
target
360 degree look at consumer habits, media
consumption and characteristics.
The Archetypes get to the heart of who these
real people are and what makes them tick.
A repository of everything we know about the
target from WAVE™, C.A.T™, CIM PMP,
Comscore,…

16. Briefing

17. Rebuild a target
• Moodboard
• Socio-demo
• Other variables (attitudes and preferences)
• CIM PMP
• Determine touchpoints selectivity

18. Rebuild a target (archetype)
Selectivity of attitudes

19. Rebuild a target (archetype)
Selectivity
of touchpoints

20. Rebuild a target (archetype)
• Size the target(s)

21. Count on Facebook

23. PMP
Big spenders profile ( > 75 Eur in average) :

24. Big spenders profile ( > 75 Eur in average) :

25. Big spenders profile ( > 75 Eur in average) :

26. 2

27. Briefing to mediaplan
• Briefing
– Problems
– Hypothesis
• Rooted in data

28. Briefing
• The problems we are trying to solve
– Market:
• Ex: lower product renewal pace (cars)
• Ex: market declining
• Ex: overall lack of confidence
• Ex: competition moves
• Ex: conservative customers (banking)
– Brand
• Ex: unknown brand (product launch)
• Ex: price perception
• Ex: low brand consideration
– Communication
• Ex: limited resources
• Ex: lack of consistency (erratic communication)
• Ex: lack of innovation fails to demonstrate brand innovation positioning

29. Briefing
Brand X communication modus is quite
traditional: relying heavily on paid media power
to impose product awareness. The brand is
lagging behind competitors in the use of modern
communication techniques (which is not in line
with the brand values). It's communication is not
particularly engaging and the relevancy for
younger audiences is questionable: Does the
brand's communication help justifying it's
premium position to them and their current
lifestyle ?

30. Briefing
• Our X hypothesis for this customer are:
– Ex: The change in consumer dynamics means
there is time to engage with a smarter
community, who have a different mindset
– Ex: Connected TV will impact TV buying
models…

31. Pre-plan
• The opportunities are (1 or 2)
• Because…
– Sociology
– Market insights
– touchpoints

32. • The storyline ends with the recap of the
(challenged) objectives. All objectives must be
translated in Business KPIs

33. Facebook KPIs?
• Nb of fans, Engagement (likes, comments,…),
Engagement score (Fans/engagement), TAT,
Fan activity are not Business KPIs
• Avoid KPIs that are achievable through black
hat strategies
• Basically: Reach/volume x conversion (volume
& cost)

34. KPIs for media selection
Loyalty Volume
• Frequency • New accounts
• ARPU • Exposition to
right message
CPL
• Cost to recruit a new
customer

35. KPIs for media selection
Loyalty = Volume =
average expense * Impressions * CTR
frequency * CVR
CPL = CPC * CVR

36. Tactics for impact

37. Case

38. Conclusion part 1
1. Define TARGET/Collect data (iterative)
2. Business objectives and KPIs
3. Generate Model(s)
4. Translate to media plan

39. Plan
• Never online in stand-alone!
• Objectives translated in KPIs

40. KPIs of the plan
• Reach 1+, reach 3+
• Affinity
• OTS
• OTS/user
• GRP
• GRP cost

41. Reporting KPIs
• CTR
• Spendings
• Leads vs spendings
• CPL
• CVR
• Cost per conversion
• seasonality Evolution

42. KPI: social amplification
PAID
18,6% 4,0%
12,4%
EARNED OWNED
36,8%

43. Panel KPIs
E spy
1 Je ne la connais pas Unawares
2 Je la connais et je suis/ j’ai été client mais je ne l’envisagerai plus
à l’avenir en cas de besoin de crédit (hors prêt hypothécaire) Lost clients
3 Je la connais, je suis/j’ai été client et j‘y ferai encore appel en cas
de besoin de crédit (hors prêt hypothécaire) Satisfied clients
4 Je la connais, sans jamais avoir été client, et je pourrais envisager
à l’avenir d’y faire appel en cas de besoin de crédit (hors prêt
Considerers
hypothécaire)
5 Je la connais sans jamais avoir été client, et je n’y ferai jamais
appel en cas de besoin de crédit (hors prêt hypothécaire) Indifferents

44. Burnout KPI!
+ 331%
+ 52%
+ 59%
+ 79%
+ 28% + 73% + 36% + 2% - 18% - 53% + 115% + 176%

45. Intuition becomes increasingly
valuable in the new information
society precisely because there is
so much data
John Naisbitt

46. pdeltenre@gmail.com

47. See you next Friday Session!
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