Scribd Logo
Upload

Welcome to Scribd!

  • 104 views

    Advertising Analytics 2.0: Vinnie Gulisano

    Uploaded by

    Cindy
    This document discusses analytics 2.0 and how companies can optimize their advertising efforts through media mix modeling, attribution modeling, and allocation optimization. It explains that media mix modeling allows companies to understand how different advertising exposures like TV, online display, and social media interact to influence customers. Attribution modeling is used to understand which marketing activities are driving outcomes like sales. And allocation optimization helps companies determine the best way to allocate budgets across different advertising channels to maximize outcomes. The document provides examples and recommendations for how to implement these analytics practices to create a culture of fact-based decision making.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Advertising Analytics 2.0: Vinnie Gulisano

    Uploaded by

    Cindy
    104 views22 pages
    This document discusses analytics 2.0 and how companies can optimize their advertising efforts through media mix modeling, attribution modeling, and allocation optimization. It explains that media mix modeling allows companies to understand how different advertising exposures like TV, online display, and social media interact to influence customers. Attribution modeling is used to understand which marketing activities are driving outcomes like sales. And allocation optimization helps companies determine the best way to allocate budgets across different advertising channels to maximize outcomes. The document provides examples and recommendations for how to implement these analytics practices to create a culture of fact-based decision making.

    Original Title

    advertisinganalyticswebinar-131003151613-phpapp01.pdf

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document discusses analytics 2.0 and how companies can optimize their advertising efforts through media mix modeling, attribution modeling, and allocation optimization. It explains that media mix modeling allows companies to understand how different advertising exposures like TV, online display, and social media interact to influence customers. Attribution modeling is used to understand which marketing activities are driving outcomes like sales. And allocation optimization helps companies determine the best way to allocate budgets across different advertising channels to maximize outcomes. The document provides examples and recommendations for how to implement these analytics practices to create a culture of fact-based decision making.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    104 views22 pages

    Advertising Analytics 2.0: Vinnie Gulisano

    Uploaded by

    Cindy
    This document discusses analytics 2.0 and how companies can optimize their advertising efforts through media mix modeling, attribution modeling, and allocation optimization. It explains that media mix modeling allows companies to understand how different advertising exposures like TV, online display, and social media interact to influence customers. Attribution modeling is used to understand which marketing activities are driving outcomes like sales. And allocation optimization helps companies determine the best way to allocate budgets across different advertising channels to maximize outcomes. The document provides examples and recommendations for how to implement these analytics practices to create a culture of fact-based decision making.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    You are on page 1of 22

    A DV E RT I S I N G A N A LY T I C S 2.

    0
    V I N N I E

    G U L I S A N O

    TELEVISION

    RADIO

    PRINT

    ONLINE

    PRINT

    ONLINE

    V S

    TELEVISION

    RADIO

    MEDIA MIX MODELING

    definition
    media / miks / mdl-iNG
    a model for knowing precisely how all of the moving parts of an advertising campaign
    collectively drive sales and what happens when you adjust certain variables.

    SWIM LANES

    SWIM LANES
    50

    37.5

    25

    12.5

    0
    social media

    ppc

    email

    Assisted

    twitter

    organic search

    tv

    affiliates

    Swim Lane

    pr

    display Ads

    NISSAN EXAMPLE

    QUESTIONS

    01

    How did this combination of advertising exposure interact to influence the customer?

    02

    Is Nissan investing the right amount of budget at the right points in the consumer journey?

    D ATA D E LU G E

    Every day, three times per second, we produce the equivalent of the amount of data that the Library
    of Congress has in its entire print collection. Most of it is...irrelevant noise. So unless you have good
    techniques for filtering and processing the information. Youre going to be in trouble.

    - Nate Silver, Statistician

    OLD WORLD

    V S

    NEW WORLD

    Implementation of Analytics 2.0 means building the required infrastructure and merging it in
    organizational culture, strategy development and operations. Any company can begin that journey;
    businesses that dont will be overtaken by those that do.

    AT T R I B U T I O N

    O P T I M I Z AT I O N

    A L LO C AT I O N

    AT TRIBUTION

    Gather Data
    Know what to focus on
    Data parsing can re veal as sist rates
    Customer journe ys are impor tant

    U S I N G S TAT I S T I C A L M O D E L S
    IN AT TRIBUTION

    AT TRIBUTION OPTIMIZ ATION


    ( WA R - G A M I N G )

    How real-world scenarios af fect your marketing mix.


    Used to identify the implications of adver tising.
    Must have specific S.M.A.R.T. goals
    War- Gaming can be used as a competitive analysis for unknowns

    OPTIMIZ ATION ADVERTISING


    other
    economic
    factors

    season
    consumer
    confidence

    fuel process

    print
    ads

    marketing
    actions

    television
    ads

    direct
    mail

    native
    content

    social
    media

    online
    display

    paid
    search

    season

    earned
    media

    promotions
    customer
    service

    search
    online chatter
    store visits
    purchasing

    unemployment
    rates
    radio

    a n a ly t i c s e n g i n e

    mobile
    apps

    Cinema

    public
    relations

    consumer response

    newproduct
    releases

    pricing

    sales
    activities

    pricing

    competitor
    advertising

    promotions

    competitive
    activities

    attribution

    optimization

    allocation

    business outcomes
    unit sales
    revenues
    margins
    market share
    share of voice
    customer lifetime value

    ALLOCATION

    The run-and-done model is archaic


    Attribution and w ar-gaming ef for ts into the market

    HOW ADS INTERACT

    +90%

    search
    query
    volume

    Ad Spending
    Reallocation

    campaign
    budget

    +32%

    product
    sales
    tv gross
    spending

    NOV

    DEC

    JAN

    -12%

    tv

    paid
    search

    online
    d i s p l ay

    youtube
    youtube

    tv

    paid
    search

    C R E A T E A C U LT U R E O F F A C T - B A S E D D E C I S I O N
    MAKING WITHIN ADVERTISING.

    5 S T E P S TO I M P L E M E N TAT I O N

    01
    02
    03
    04
    05

    Analytics 2.0 needs to be embraced by C-level executive sponsors.


    Assign an analytics-minded director/manager to be point person
    Conduct an inventory of data
    Start with small proofs of concept involving business, geography or products.
    Test aggressively.

    COMPLEXITIES

    RECOMMENDED READING

    THE SIGNAL AND THE


    NOISE: WHY SO MANY
    PREDICTIONS FAIL
    BUT SOME DONT

    P R E D I C T I V E A N A LY T I C S:
    THE POWER TO PREDICT
    W H O W I L L C L I C K , B U Y, L I E ,
    OR DIE

    N AT E S I LV E R ( A U T H O R )

    ERIC SIEGEL

    (AUTHOR)

    THANK YOU.
    co ntact i nfo rmati o n vi nn ie @p r p l .r s

    You might also like