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Data and comms strategy: the PHD perspective
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PHD is the world’s leading global communications planning practice
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Data driven evidence supports communication recommendations
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Integrating data from multiple sources
CommsStrategy
MMMs
Brand Equity
3rd party reports
Social listening
SOURCE
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To create and understand the Customer Journey
Healthy Decide to treatCold & Flu Symptoms
startCough starts Healthy
ConsiderationAwareness RecommendationAction
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Strategy informed by great thinking
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ROI is a key determinant
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But innovation is more important than optimisation
NB: ROI figures are a representation of the typical improvements that can be achievedData has come from the PHD ROI results vault (via Annalect Marketing Science)
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SOURCE: The Gamification of Comms Planning
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What does this mean for magazine brands?
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Magazines are reliant on key sectors
30.215.1
14.09.8
7.65.85.8
5.04.14.03.8
3.53.1
2.92.82.82.7
2.52.0
1.5
Clothing & AccessoriesCosmetics & Personal Care
Household Equipment & DIYLeisure Equipment
PharmaceuticalAll categories average
Mail OrderRetail
MotorsDrinkFood
ComputersTravel & Transport
FinanceBusiness & Industrial
Online RetailMedia
Entertainment & LeisureGovt,social,political Organis
Telecoms
Magazine share of adspend (%) - UK - 2015
Source: Nielsen Company/ PHD
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The implications for magazines
1. Be clear on the role of magazines in the customer journey
2. Innovation is the best way to drive reappraisal of the medium
3. Invest in studies to sustain the ROI argument
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Thanks