Measure Marketing Like It's 2016: A Guided Tour of the Newest Tools & Techniques
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There are currently more than 4,000 marketing technology companies worldwide, according to industry thought leader Scott Brinker. With marketers placing increasing emphasis on ROI and accountability, the solution category that focuses on cross-channel measurement and analytics is seeing explosive growth. Leading brands are investing in technology to automate campaign measurement and enhance their real-time understanding of strategies that drive marketing performance. Join Origami Logic for an overview of the latest marketing measurement tools and techniques, and learn how these innovations will interact with your current technology stack and processes. In this webinar, you’ll get: - Snapshot of the fastest-growing category of marketing technology: marketing measurement and analytics - Review of each of the major solutions in the space, and what value they provide to your business - Guidelines for how to assess and prioritize marketing measurement investments in 2016
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Measure Marketing Like It's 2016: A Guided Tour of the Newest Tools & Techniques
- 2. Measure Marketing Like It’s 2016 A Guided Tour of the Newest Tools & Techniques Proprietary and Confidential – Not for Redistribution
- 3. Proprietary and Confidential – Not for Redistribution Scott Jones Kohki Yamaguchi VP Marketing Product Marketing Speakers
- 4. Housekeeping Proprietary and Confidential – Not for Redistribution • Please submit questions throughout the webinar; the last 10 mins will be reserved for Q&A • Share your thoughts on Twitter using the #MarketingSignals hashtag • We’ll send you the webinar recording and slide deck later this week
- 5. What happened today? Proprietary and Confidential – Not for Redistribution
- 6. Proprietary and Confidential – Not for Redistribution
- 7. Proprietary and Confidential – Not for Redistribution
- 8. Proprietary and Confidential – Not for Redistribution
- 9. We transform raw signals into actionable marketing insights. Proprietary and Confidential – Not for Redistribution
- 10. POLL Proprietary and Confidential – Not for Redistribution
- 11. Measurement and analytics has become strategic Proprietary and Confidential – Not for Redistribution Total Marketing Measurement and Analytics Budget 4.5% 1.6% 1.0% Total Marketing Expense Budget as % of Company Revenue Digital Marketing Measurement and Analytics Other Marketing Measurement and Analytics Other Marketing Expense Budget Progressive Intermediate Embryonic 13% 9% 7% 1.5 0.25 0.15 3.0 1.3 0.8 8.5 7.5 8.0
- 12. Leaders drive better company performance Proprietary and Confidential – Not for Redistribution 120% 100% 80% 60% 40% 20% 0% CumulativeTotalReturn Measurement and Analytics Leaders 107.5% S&P 500 Index 72.3% Measurement and Analytics Laggards 27.6% 8-Year Stock Performance of Measurement and Analytics Leaders vs. Laggards vs. S&P 500 (2007-2014)~1.5x ~4.0x
- 13. Marketers are investing for their future success Proprietary and Confidential – Not for Redistribution 18 % 15 % 12 % 9% 6% 3% 0% Current Levels 6.4% Next 3 Years 11.7% Marketing Budget Spent on Measurement and Analytics ~83%
- 14. The Cross-Channel Measurement Solutions Proprietary and Confidential – Not for Redistribution Attribution DMP Tag Mgmt Web Analytics Campaign Analytics Marketing Analytics
- 15. The Cross-Channel Measurement Ecosystem Proprietary and Confidential – Not for Redistribution
- 16. The Marketing Questions Proprietary and Confidential – Not for Redistribution Audience Insights & Segmentation • Who should I target? How should I segment? • How is my audience interacting with my marketing efforts? Budgeting & Marketing Impact • How can I best allocate budget across channels? • What is the marketing impact on my top-line revenue? Campaign Performance & Optimization • What content or messaging is resonating the most? • Are there opportunities to improve my campaign performance? • Am I on target to hit my goals and objectives?
- 17. Web Analytics Proprietary and Confidential – Not for Redistribution Vendors: Questions Answered: - Which channels are driving traffic to and converting on my website? - How is traffic from different channels interacting with my website content?
- 18. Data Management Platform Proprietary and Confidential – Not for Redistribution Ad Cookie ID Customer ID Tag Management, Identity Management, Customer Data Warehouse Questions Answered: - Who should I target? - How can I best segment my audience? - How is my audience interacting with my marketing efforts? Vendors:
- 19. Marketing Mix Modeling Proprietary and Confidential – Not for Redistribution Ad log(R) = Σt β1logC1 + Σt β2logC2 +… Ad Media Mix Revenue $1B $1.2 B Media Mix Modeling, mROI Modeling Questions Answered: - What is the impact of marketing activity on top-line revenue? - How can I best allocate budget across channels to optimize ROI? Vendors:
- 20. Marketing Attribution Proprietary and Confidential – Not for Redistribution Questions Answered: - How can I more accurately allocate conversion credit across touchpoints? - How can I shift my budget to improve overall ROI? First ClickLast Click Weigh FirstWeigh Last U-Shaped V-Shaped Custom Ad 40% 20% 40%+ + = 100% Multi-Touch Attribution, Fractional Attribution, Algorithmic Attribution Vendors:
- 21. Marketing Signal Measurement Proprietary and Confidential – Not for Redistribution Campaign Analytics, Content Analytics, Real-Time Decisioning Questions Answered: - How are my campaigns performing today? - What opportunities exist to optimize my campaign performance? - What content is resonating the most with my audience? Vendors:
- 22. Proprietary and Confidential – Not for Redistribution
- 23. The Marketing Questions Proprietary and Confidential – Not for Redistribution Audience Insights & Segmentation Budgeting & Marketing Impact Campaign Performance & Optimization
- 24. The Marketing Questions Proprietary and Confidential – Not for Redistribution Audience Insights & Segmentation DMP, Tag Management Budgeting & Marketing Impact Attribution, Marketing Mix Modeling Campaign Performance & Optimization Marketing Signal Measurement
- 25. What and How to Measure Proprietary and Confidential – Not for Redistribution Things to Measure Customers Interactions Audience Segments Creatives & Messaging Performance Metrics Campaign Execution Business Classification Other Factors Information Stage Data Collection Data Refinement Applying Context Visualization Insight
- 26. Marketing Measurement Matrix Proprietary and Confidential – Not for Redistribution Customer Audience Creative Campaign Collection Insight Refinement Visualization
- 27. Tag Management Marketing Measurement Matrix Proprietary and Confidential – Not for Redistribution Collection Insight Refinement Visualization Customer Audience Creative Campaign
- 28. DMP Tag Management Marketing Measurement Matrix Proprietary and Confidential – Not for Redistribution Collection Insight Refinement Visualization Customer Audience Creative Campaign
- 29. Attribution DMP Tag Management Marketing Measurement Matrix Proprietary and Confidential – Not for Redistribution Collection Insight Refinement Visualization Customer Audience Creative Campaign
- 30. Attribution DMP Tag Management Marketing Measurement Matrix Proprietary and Confidential – Not for Redistribution Marketing Mix Modeling Collection Insight Refinement Visualization Customer Audience Creative Campaign
- 31. DMP Tag Management Marketing Measurement Matrix Proprietary and Confidential – Not for Redistribution Attribution Marketing Mix Modeling Marketing Signal Measurement Collection Insight Refinement Visualization Customer Audience Creative Campaign
- 32. DMP Tag Management Marketing Measurement Matrix Proprietary and Confidential – Not for Redistribution Attribution Marketing Mix Modeling Marketing Signal Measurement Collection Insight Refinement Visualization Customer Audience Creative Campaign
- 33. Marketing Measurement Matrix Proprietary and Confidential – Not for Redistribution Collection Insight Refinement Visualization Customer Audience Creative Campaign
- 34. Summary and Recap Proprietary and Confidential – Not for Redistribution • Each type of solution is built to provide a specific set of answers • Prioritize solutions that address your immediate questions • Expand your toolkit to cover the entire marketing measurement matrix
- 35. Q & A Proprietary and Confidential – Not for Redistribution Want to take your measurement to the next level? Interested in getting a demo of Origami Logic? Let us know: info@origamilogic.com
- 36. Proprietary and Confidential – Not for Redistribution Thank you for joining our webinar!
Notas do Editor
- Leaders invest 3 times as much in measurement and analytics than the average Leaders also invest more in marketing overall
- Measurement and analytics leaders deliver a 49% increase in company performance over the S&P 500 and nearly 4 times laggards.
- Measurement and analytics leaders deliver a 49% increase in company performance over the S&P 500 and nearly 4 times laggards.
- Q: How often is it updated? A: Default is daily, but can be updated more frequently based on needs. Q:
- Q: How often is it updated? A: Default is daily, but can be updated more frequently based on needs. Q:
- Q: How often is it updated? A: Default is daily, but can be updated more frequently based on needs. Q:
- Q: How often is it updated? A: Default is daily, but can be updated more frequently based on needs. Q:
- Q: How often is it updated? A: Default is daily, but can be updated more frequently based on needs. Q:
- Q: How often is it updated? A: Default is daily, but can be updated more frequently based on needs. Q:
- Q: How often is it updated? A: Default is daily, but can be updated more frequently based on needs. Q:
- Q: How often is it updated? A: Default is daily, but can be updated more frequently based on needs. Q:
- Q: How often is it updated? A: Default is daily, but can be updated more frequently based on needs. Q:
- Q: How often is it updated? A: Default is daily, but can be updated more frequently based on needs. Q:
- Q: How often is it updated? A: Default is daily, but can be updated more frequently based on needs. Q:
- Q: How often is it updated? A: Default is daily, but can be updated more frequently based on needs. Q:
- Q: How often is it updated? A: Default is daily, but can be updated more frequently based on needs. Q:
- Q: How often is it updated? A: Default is daily, but can be updated more frequently based on needs. Q: