The document discusses how marketing complexity is outpacing resources and new solutions are needed. It recommends unifying customer data and experiences across channels to measure marketing attribution and outcomes. Key metrics like click-through rates are shown to be poor proxies for business success. The document calls for challenging existing thinking and measurement approaches and focusing instead on testing, learning, and attributing real business outcomes to marketing activities and investments.

1. HOW CHANGING BELIEF &
BEHAVIOUR DRIVES OUTCOMES
Adnan Khan, Head of Innovation
Glen McMillan, Head of Marketing Automation

2. Simplifying complexity
Focus on business outcomes
Challenge existing thinking
Test and learn
CULTURE SHIFT

3. COMPLEXITY OF MARKETING OUTPACING RESOURCING
The complexity of marketing is outpacing
availability of resources.
Technology can help scale resource.
Without cultural change new marketing
technology can encumber rather than
empower
Simplifying Complexity
No. of ads
per day an
individual
saw in 1970
500
No. of ads per
day someone
sees today
5,000

4. MEASUREMENT HAS ALSO BECOME COMPLICATED
Source: Nielsen and Association of National Advertisers (ANA) joint study based on answers from 500 marketersSimplifying Complexity
70%
of marketers currently use a
variety of isolated metrics
specific to individual channels
and platforms
79%
of marketers would prefer using
a comparable set of business
outcomes across all channels
and platforms

5. SIMPLIFICATION THROUGH DATA AND TECH UNIFICATION
1. Ditch the silos
and unify your
customer data
2. Create dynamic
customer
experiences
3. Measure and analyse
across the full customer
journey with attribution
Simplifying Complexity

6. A negative pattern exists between
Sales Lift per Household and Click
Through Rate (as CTR increases,
sales decrease)
There is no statistically significant
relationship between CTR and
Sales
Comscore, 2017
DIGITAL METRICS ARE OFTEN A FALSE PROXY
FOR BUSINESS OUTCOMES
Challenge existing thinking

7. and yet… $100 billion in digital marketing globally per annum
is optimised towards proxy metrics vs. business outcomes
Clicks are a false proxy
for business success
There is no statistically
relevant relationship between
click through rate and sales.
91% of the people
who purchase your
product never click on ads.
Challenge existing thinking

8. Source: Retail’s Main Event: Brick &
Mortar vs. Online, RetailNext, 2016
e-commerce is growing fast, but
94% of transactions still happen
in the real world.
To get the full customer journey,
we need to close the loop from
digital to offline.
Challenge existing thinking

9. CLOSING THE LOOP FROM DIGITAL TO OFFLINE
WITH THE FULL CUSTOMER JOURNEY
Measure real business outcomes
with people-based attribution
Challenge existing legacy forms
of siloed measurement
Challenge existing thinking

10. SUMMARY
1. Challenge the status quo and don’t settle for existing
thinking.
2. Demand to attribute business outcomes to marketing - it is
possible.
3. Test and learn constantly.
4. Shift your marketing investment from spend justification to
revenue generation.
Thanks, Q&A
adnan@krunch.co / glen@krunch.co