A workshop on how to think about integrating marketing measurement to create interactive, single view measurement to drive insights and strategy over just recording results

1. BY TOTEM MEDIA
How to move into modern marketing
Integrated Measurement Workshop

2. ABOUT THIS PRESENTATION
What We’ll Cover in 45 Minutes
The process by which we need to
reorganise our marketing
HOW DO WE DO IT
Breaking down silos to create a
goal driven approach to measuring
your work
WHAT DO WE NEED
A brief history of advertising and
how it created a legacy structure
that no longer works
HOW WE GOT HERE
..AND SOME CASE STUDIES

3. BY TOTEM MEDIA
How to move into modern marketing
HOW WE GOT HERE

4. Originally
advertising was
simply your
street sign - it
said who you
were and what
you sold
THE PLATFORM
Marketing as a Signpost

5. Advertising is sales in print
Albert Lasker - 1904
THE CHANNEL
Driving Reach at a Cost to Conversion

6. Better Faster Cheaper
THE BRAND
Moving from Information to Promise

7. THE LOOK AND FEEL
Knowing and Aligning with your Audience

8. CMO
ADVERTISING PR DIRECT
BRAND POSITIONING
AND AWARENESS
BRAND REPUTATION
AND INSIGHT
DIRECT SALES AND
RELATIONSHIPS
REACH VOLUME RESPONSE
BRAND LOOK, FEEL AND TONE
Consumer
CREATING THE SILOS
Specific Departments Dependent on the Medium

9. THE DIGITAL EXPLOSION
This Changes Everything
THE ARRIVAL OF DIGITAL
BLURRED THE LINES BETWEEN
PRACTICES WHILE CREATING
MEASURABLE PERFORMANCE

10. Too much information leads to a
level of distrust in the results and
overall strategy
TMI
Practices unable to determine the
overall impact of what they do
SILO PRACTICES
Generally composed of monthly
and campaign reports acting as a
judge rather than a guide
DATA AS MEASUREMENT
YET 20 YEARS LATER..
The Structure Remains the Same

11. According to estimates from MediaRadar, a
New York-based advertising intelligence
company, P&G's ad spend dropped 41% year-
over-year, while Unilever's dropped 59%.
TWO OF THE WORLD’S BIGGEST
ADVERTISERS ARE CUTTING BACK
ON THEIR DIGITAL AD SPEND.
Business Insider, 2018

12. THE PROBLEM IS MEASUREMENT
Brands have Lost Trust in what they’re Doing
"The biggest areas of concern for clients were return on investment
measurement across channels, when it comes to informing the whole roster
through data, analytics and insights, as well as clearly understanding the end-
to-end consumer journey.
A total of 84% of clients also believe that agencies are struggling with Martech
– and 71% of agencies agree – underlining the complexities of this area and the
reason why management consultants have spotted an opportunity."

13. Does a PR push
affect search?
Is engagement
driving leads?
Where can we optimize costs to drive
the most efficient results?
Which demographic
is our best advocate?
How do we measure attribution and
better allocate digital spend?
When should
we boost our social posts?
Paid Social
Multi-Channel Marketing
Performance Measurement
Audience Engagement
Customer Targeting
Budget Allocation
THE MIND OF THE MODERN CMO
Cluttered!

14. BY TOTEM MEDIA
How to move into modern marketing
WHAT DO WE NEED

15. INSIGHT INSPIRATION IMPACTACTION LEARNING
DATA AS YOUR FRIEND
Ensuring your data is organised in a manner that defines clear goals is the first step in
creating a marketing process and structure that continuously helps to optimise your
results and present clear outcomes to your peers
It’s less about judging your on results and more helping you to succeed
FIX THE PROCESS
Creating a closed loop between measurement and insight

16. DATA CLEARLY VISUALIZED
Clear insights leading to cut-thru strategies.

17. UNIFIED VIEW OF MARKETING
All channels, spending, audiences together in a single view
BLOG
SEO eDM
APPs
WEB
PPC
PR Display KOLs

18. ALIGNED AROUND CUSTOMERS
Highlighting the relationship between brands and customers
BLOG
SEO eDM
APPs
WEB
PPC
PR Display KOLs
SEGMENTS
CUSTOMER

19. FULL STACK OUTCOMES
Brand Health (Buzz Volume, Sentiment)
Attribution & Budget (Traffic vs. ROI)
Audience Engagement (Connection)
Consideration (Brand Favorability)
BLOG
SEO
eDMAPPs
WEB
PPC
ePR
Display
KOLs
Social
Product/Brand Positioning
VISUALIZATION = OUTCOMES
Dissecting marketing efforts, leads to unique insights.

20. SOCIAL MEDIA OUTCOMES
Posting Frequency, Volume, Cadence
Content Optimization (Themes/Topics)
Amplification Tactics (When to boost)
Audience Insights (Segmentation, CRM)
DOWN TO SPECIFICS
Dissecting marketing efforts, leads to unique insights.

21. DID YOU KNOW
%
THE HIGHEST QUALITY
VIDEOS OUTPERFORM
ALL OTHER SOCIAL
FORMATS.
Our analysis of 80,000+ social posts
confirms that video (if done correctly) is
the highest performing format -
outperforming text and images.
INSIGHTS ON SOCIAL TACTICS
%
Reviews of over 80,000 social posts
makes clear that quality drives
engagement more than any other factor.
While video is a powerful format, content
quality trumps format.
THE BEST QUALITY
PICTURES OUTPERFORM
AVERAGE QUALITY
VIDEOS.

22. %
PAID SOCIAL CAN HELP
INCREASE ORGANIC
REACH.
Brands that used paid social first - and
followed up with un-paid posts, were able
increase organic reach by 50% …when
posts were coupled closely together.
GROUP SOCIAL POSTS
INTO CLUSTERS,
SCHEDULE IN BURSTS.
In reviews for three separate brands,
across Asia, we found that clustering
posts in quick succession lead to a two-
fold increase in fan growth/retention.
INSIGHTS ON SOCIAL TACTICSDID YOU KNOW

23. DID YOU KNOW
INSIGHTS ON SOCIAL TACTICS
AVERAGE BRAND
SENTIMENT CAN BE
WILDLY MISLEADING.
A brand’s most popular posts
(with positive sentiment) - can hide
widespread negative sentiment. Detailed
sentiment analysis offers critical insights
about brand health.
LOCALIZED CONTENT
MAKES A DIFFERENCE
WITH AUDIENCES.
Adding local relevance to social content
and to product images can increase
engagement and organic reach by
upwards of 8%.
8+ %

24. BY TOTEM MEDIA
How to move into modern marketing
HOW DO WE DO IT

25. THE PROCESS

26. 1. Review what you are doing
what you’re doing, how you’re doing it, who you’re doing it with.. to
determine what works and what doesn’t.
2. Talk to your teams
where we talk to you and anyone you feel relevant
3. Build your blueprint
that charts your marketing from awareness through engagement as well as
your retention channels.
4. Visualise to drive insights
so you can see your entire marketing from top to bottom.
Does a PR push affect search?
Is engagement driving leads?
Which demographics are your greatest advocates?
Where can you optimize costs to drive the most efficient results?
THE PROCESS

27. CONTEXT: SETTING GOALS
WHAT DO WE WANT
TO ACHIEVE?
Success criteria
and ambition.
Understand the strategic context and what we want to achieve.
WHERE ARE WE?
Channels, Content,
Messaging.
WHAT AREAS NEED
ATTENTION?
People, Systems,
Processes.
1
2
3

28. BLUEPRINT: DASHBOARD
Assemble information based on organizational imperatives/framework. Test. Refine.
BENCHMARK
Define:
Objectives and KPIs
Evaluate:
Based on Holistic View
Design:
Dashboard Finalized
DEPLOYMENT
Roadmap:
Marketing Approach
Defined
Initiatives:
Launch Measured Initiatives…
Test/Refine
Refine:
Review Designs Based on
Feedback
3
IDENTIFY & MEASURE
Conversations:
Record & Organise
Competition:
Measure Share-of-voice
and Campaigns
Conversions:
Engagement, Click-thru and
Sales
1 2

29. FULL DATA INTEGRATION
Assemble information based on organizational imperatives/framework. Test. Refine.

30. IMPLEMENT: EMBEDDED INTO PROCESS
Put the dashboard into full use across the organization with Ambassador/Owners
ROADMAP
IMPACT
FOCUS ON WHAT WE
WANT TO ACHIEVE?
Brand, revenue, audience
goals.
NOW
EXECUTE
TEST/REFINE
UPDATE PLAN
NEW INITIATIVES
TARGETS
(KPIs)
Q1
ASPIRATIONS
Q2 Q3 Q4

31. LISTENING - INSIGHTS - ACTION
INDUSTRY THEMES/TOPICS
POSITIONING
MESSAGING
CONTENT THEMES
REPUTATION
SENTIMENT
PRODUCT/PRICING
25% 50% 75% 100%
BRAND
C1
C2
C3
COMPETITION
SENTIMENTSHARE OF VOICE
COMPETITORS
25% 50% 75% 100%
BRAND
B
CONTENT THEMES SENTIMENT
SHARE OF VOICE
Content Formats
(Video, Text, Images)
Influencer/KOL
ID, ratings
By Theme/Segment
Merchandising
What, where to sell
Channel Strategy
Social channels
ranking
OUTCOMESLISTENING/DATA
B
Brand Identity
Positioning

32. CASE STUDIES
IT’S BEING DONE
CONSUMER INSURANCE COSMETICS LUXURY