Marketing research must shift from descriptive to predictive analytics to drive up advertising ROI in a digital, social, mobile age. Here's how.

1. Stop marketing like it’s 1990!
…the cross media measurement challenge
Joel Rubinson, President
Rubinson Partners, Inc.
joel@rubinsonpartners.com
Blog.joelrubinson.net
Presented at IIeX North America
June 15, 2015

2. Let’s look
back at
1990

4.  Media has always been the way marketers connect brand
ideas to consumers.
 As media fast evolve to becoming digital, so do the rules
of brand-building.
Changing media is the “see” change!

5. So, stop marketing like it’s 1990!
1990 2015
TV Video anywhere
“Top-down”: reach from mass
audiences
“Bottom up”: reach from
accumulating impressions
against users
Crude targeting (demos) Highly sophisticated mathmen
targeting
We knew how many people
watched Cheers
We don’t know how many
watched Breaking Bad…across
TV, DVRs, on demand, Netflix
Huh? Content marketing, native
advertising, geofencing, social
media, real time bidding

6. Simple measurement to complicated…
1990 2015
TV Video anywhere
“Top-down”: reach from mass
audiences
“Bottom up”: reach from
accumulating impressions
against users
Crude targeting (demos) Highly sophisticated mathmen
targeting
We knew how many people
watched Cheers
We don’t know how many
watched Breaking Bad…across
TV, DVRs, on demand, Netflix
Huh? Content marketing, native
advertising, geofencing, social
media, real time bidding
Focus on the channel Focus on the consumer

7. Where is the consumer?
 Focus on the channel
 Nielsen ratings and
determination of reach
and frequency on TV
 Improved spending
allocation via
marketing mix model
with spending on TV,
radio, print, promotion,
etc.
 Focus on the consumer
 Reach and frequency
across channels
 Probability of successful
outcome from serving an
impression to a user

8. The two big cross-media
measurement challenges
 How do we measure
the impact of
exposure?
 Predictive analytics
 Move money around
in-flight
 How do we measure
what people are
exposed to?
 Anytime, anywhere,
across device?

9. Consumer research must up its
game…insights are not enough!
 How do we measure
the impact of
exposure?
 Predictive analytics
 Move money around
in-flight
 How do we measure
what people are
exposed to?
 Anytime, anywhere,
across device?
If your consumer research does not generate insights that
improve the marketing equation, at scale, you are falling short

10. Research must deliver
PREDICTIVE insights
 How do we measure
the impact of
exposure?
 Predictive analytics
 Move money around
in-flight
 How do we measure
what people are
exposed to?
 Anytime, anywhere,
across device?
If your consumer research does not generate insights that
improve the marketing equation, at scale, you are falling short
…and to achieve this you will need to integrate media and
digital data into your consumer research, then verify you have
improved the predictive equation
For more on predictive
insights see
http://blog.joelrubinson.net/20
15/06/from-descriptive-
insights-to-predictive-insights/

11. marketing
research
So think
about…
marketing
Media

12.  Put the consumer into the equation
 Improve the equation
 Execute at scale by integrating digital and
social data with survey results wherever
possible
Three pieces of advice for
marketing research…

13. Thanks and let’s continue to
discussion!
 Blog.joelrubinson.net
 joel@rubinsonpartners.com
 @joelrubinson
 Find me on linkedin