Strategic intersections measurement & business

Media.Monks Proprietary & Conﬁdential 1
Strategic Intersections

This deck is exactly what
you need to get
promoted
Hi there!

75%
You’re doing analytics wrong
A totally made up metric. Well, not so much made up as observed, a decent anecdote but not a
dinner-party level yarn. Look, you have GA for the sake of having GA. You love a good dashboard - yes
you! I see you and we’ll talk about the ﬁxation with awful dashboards later. Stick with it, I’ll get to the
solution in about 4 slides time.

Today, I’d estimate 99.8% of
companies are collecting data
…there's a significant drop off
at the last mile in the race
https://www.forbes.com/sites/brentdykes/2022/01/12/data-analytics-marathon-why-your-organization-must-foc
us-on-the-finish/
“
Brent Dykes

You have a toxic relationship with
data. You measure SO MUCH
but the data appears to have so
little value. Data and strategy
aren’t just misaligned, they’ve
never been prevented from
meeting by your restraining
order.
Problem

I promise you Harry, there’s
nothing on this car that
doesn’t do anything
https://youtu.be/ILycsqvRnb4?t=494
“
Gordon Murray

OR

ACTUAL good stuﬀ
Downloads, transactions, soft
and hard conversions. Channel
data, impressions, costs, clicks.
Meta data, cohorts, propensity
scores, consented data,
modelled data
Bounce rate, scroll tracking, screen
resolution, ﬂash version, device
category, browser brand and version
The rest is all vanity and confetti or ignored
What’s
tracked
Typical Strategic Alignment
What’s
useful

ACTUAL good stuﬀ
Downloads, transactions, soft
and hard conversions. Channel
data, impressions, costs, clicks.
Meta data, cohorts, propensity
scores, consented data,
modelled data
Bounce rate, scroll tracking, screen
resolution, ﬂash version, device
category, browser brand and version
The rest is all vanity and confetti, or ignored
Typical Strategic Alignment
Data without
purpose
Business/data
strategy
misaligned
Data with
purpose
Data for
reporting

Data for reporting
Data with purpose.
Solution

Most CMOs don’t have the
end-to-end view of the
business because almost the
entirety of their obsession is
with activity and not
outcomes.
“
Avinash Kaushik

Activity != Outcomes
They ARE closely
related
How do we decide what’s
what and whether to
measure it?
6 x KPI + target =

Dashboards are hope…
We hope insights will emerge.
More data = more hope.
Right?
I need a dashboard...
It often starts with

Does this work for you?
Is this an eﬀective decision
support tool?
Cause - data for reporting.
Having data is not the
solution.
This is the
key question

Better?
4 measurements.
Each with a target.
Does this help
make a decision?
Outcome oriented
Measure against a
baseline
Trends, time series
comparisons,
relative changes in
like metrics

No dashboard required
There is a process
Use a GA4 migration as
an opportunity

GA4 migration
BAU
Data visualization
Data migration
Plan
Account
Plan
Conﬁguration
Setup Assistant
User-ID,
Integrations
Filters
Domains
Tagging
Translate data from
GA360
Custom Dimensions
User Parameters
Register conversions
Start with MVP
Reporting
LHS Menu
customisation
DataStudio &
BigQuery Query
translation
Deployment
Iterate
Increment
Integrate
Adopt features

Strategic alignment of data collection
is the starting point. What does
activation mean? Beyond
reporting, what is it actually good
for?
Winning means having
the data
and using it
Data collection and then some

Activation
Time
to wake
up
with
some
PINK!

Half of US consumers accept
all cookies despite concerns
about how their data is
shared.
“
The Drum
Nov ’21
https://www.thedrum.com/news/2021/11/17/half-us-consumers-accept-all-cookies-despite-concerns-about-how-their-data-shared

So, what are they afraid of?
They aren’t exactly sure.
“
The Drum
Nov ’21

The good news for marketers
is that nearly half (44%) of
consumers say they’d be
somewhat or very
comfortable sharing their
personal information in
exchange for a discount or
special oﬀering from a brand
they liked.
“
The Drum
Nov ’21

75%
Consumers tried a new
shopping behaviour during
the pandemic
Personalisation unlocks the value in data
https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying

71%
Expect personalisation
75%
the pandemic

76%
Frustration when it’s not
there...
71%
Expect personalisation
75%
the pandemic

Key ingredients…
Data driven
targeting,
bidding. Smart
audiences.
ML Optimisation
Data
Creative Media
Flawless
quality
Technical
expertise
Precise
execution

Consumers
reward
brands who
get this right
Personalise
More likely to
consider
purchasing
Consumers
more likely to
recommend to
friends and
family
More likely to
consider
repurchasing
1
3 2
78%
76%
78%

DV 360 Campaign Performance
77% Reduced CPA
47% Increase in conversion volume
UK Publisher

30%
Increase in ROAS for leading Premiership football club
Faced with a competitive market and ﬁnite budgets, The
Football Club needed a more eﬀective and transparent media
activation and data strategy to improve Return on Ad Spend.

Results
With the predictive model in place, the Football Club was able
to clearly map ROAS, which increased by 30% using
Data.Monk’s approach.
11% increase in
conversions
15% reduction in
CPA

Challenges
This Canadian retailer was
looking to improve its
remarketing strategies and gain
cost-eﬃciency in a highly
competitive industry. Reaching
the right users at the right time
was at the heart of the
advertising strategy.
Approach
Using tailored machine-learning
models in GCP, the conversion
propensity model was used to
create audiences for
personalized bid and oﬀer
strategies on the brand's
activation platforms.
Results
After 2 weeks the Predict
audiences beat the DV360
remarketing target CPA by more
than 28% while maintaining the
conversion volume.
The retailer will be able to
reinvest the media savings back
into GMP to stronger performing
strategies and testing new
channels, features and
inventory.
Data.Monks help Canadian retail improve
campaigns strategy and media spending via
predictive modelling 76% decrease in
CPA after 2 weeks:
The new Predict
Model CPA was
76% lower than the
usual CPA attained
through
programmatic
buying on other
DSPs.
“

Transform analytics from
ornament to asset.
Adding strategic value isn’t
easy.
It will have positive impact on
your bottom line.
Easier said than done?
Okay but

Repeat alignment
KPIs & Targets
How do you know you’re achieving your goals?
Define success measurements - qualitative,
quantitative, S.M.A.R.T Define targets to smash.
KPIs MUST have targets (H/T to the Analytics
Power Hour)
Measurement
Deploy instrumentation. The platform choice
matters little. Always relate measurement to
KPIs, or close proxies - anything else is
decoration...
Remember the purpose!
Activation
Okay, you’ve got the right data.
Use it!
Does the activation inform the
business or function for users
and customers?
Strategy review
Business goals change. Pivot, or
persevere? Face new challenges
and opportunities. It’s a part of
growth. Define your goals.
This is the purpose.

Strategic
alignment
+
Lean,
compliant
+
Activated,
delivering
ROI
+
Welcome to your new analytics

No resting on your laurels...
Are we done yet?
Business growth, and
digital maturity growth are
both inevitable
Build a process to maintain
alignment of strategy and
data

there seems to be a confusion
between maturity and
complexity. What is often
being referred to as maturity
in these maturity models for
Analytics or for
Experimentation is often
better recast as complexity.
“
Matt Gershoﬀ
Nov ’21
https://www.linkedin.com/posts/mattgershoﬀ_analytics-activity-6868676626297823232-VqZ_

Maturity is the ability to
respond appropriately to
one's environment - knowing
when and how to act,
according to one's
circumstances.
“
Matt Gershoﬀ
Nov ’21
https://www.linkedin.com/posts/mattgershoﬀ_analytics-activity-6868676626297823232-VqZ_

Media.Monks Measurement Framework Solution
Digital Maturity is not complexity.
Maturity is understanding your data infrastructure.
Know how, and when to use it eﬀectively.
Capability
Maturity
Assessments
Measuring Media
Effectiveness with
Testing
Omni Channel
Measurement Strategy
CRM Integration
Online to
Offline
Data Driven Attribution
and Creative Strategy
Audience
Strategy
Predictive and
Advanced
Analytics
Content Testing &
Personalisation
Marketing
Automation
Effectiveness
Efficiency
1
2
3
Nascent
Emerging
Connected
Multi-Moment
Tech Infrastructure
Consolidation
Operating Model
and Organisation
Design
Your ultimate goal is to empower growth to
become multi-moment capable
We recommend putting the proven Google &
BCG Digital Maturity Framework at the
heart of your digital growth strategy

Religion explains the world by
means of stories…
Philosophy explains the world
by means of abstract
concepts…
“
The Courage to be happy

We doubt our common sense,
engaging in continual self
questioning…
…until one hears a voice
saying “Nothing further lies
ahead. Here is truth.”
“
The Courage to be happy

Strategic
Value +
Digital
Maturity
Purpose
KPIs
Lean
Activated
Compliant
Activity
Outcomes
Reporting

Questions?
Ask your favourite monk
doug.hall@mediamonks.com

Strategic intersections measurement & business

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