measuring beyond the “like”
DESCRIPTION
This presentation is from Performance Marketing Summit 2014 in Denver, CO (June 17, 2014). Session description: Consumers are true multi-channel explorers, they move seamlessly between devices, channels & platforms. This session will cover unique ways to measure ROI by evaluating post behavior.TRANSCRIPT
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Measuring beyond the like in 18 MinSo much to say, so little time
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WHO AM I?
Benjamin Spiegel
Sr. Partner, Managing DirectorStrategy
GroupM, a WPP Company
@nxfxcom+1 (617) 663-4107linkedin.com/in/benjaminspiegel
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GroupM is the leading global media investment management operation.Worldwide Billings – US $90.8bn – 400 offices – 21,650 Employees – 81 Countries
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175,000 Employees in 3000 Offices in 110 CountriesAdvertising; Media Investment Management; Data Investment Management (formerly known as Consumer Insight); Public Relations & Public Affairs; Branding & Identity; Healthcare Communications; Direct, Digital, Promotion & Relationship Marketing; Specialist Communications
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Importance of Data & Technology to WPPOver the past 5 years, WPP has invested more than USD $1B in data.
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TYPES OF DATA WE CARE ABOUT
Product Usage Offline Media
Online Media Online PurchasesCRM Insights
Online Purchases
Online Purchases In-Store Purchases
Demographics
Lifestyle & Attitudes Stakeholder Data
Brand Health Ad Exposure
Competitive Media
Social Measurements
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BUT THIS STORY STARTED IN 2000(COULD NOT FIND A RELEVANT Y2K STOCK PHOTO)
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WE STARTED OUR AFFILIATE PROGRAM
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1ST LEGAL US RX AFFILIATE PLATFORM
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THINGS WERE SIMPLE
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PLATFORMS WERE SIMPLE
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DEVICES WERE SIMPLER
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DATA WAS 12kb
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LEVERAGING TECHNOLOGY
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Be Creepy
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Why Creepy?
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1. Consumers have changedThey opt-in and we need to adapt
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2. Device FragmentationNative and Adaptive content
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3. Consumption MethodsInnovation and Ease of Use
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How to be Creepy
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1. Listen to themThey want you to be relevant
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2. Record what they are sayingBuild your own DMP
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3. Become a data scientistOr hire one – Data is the new currency
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I GOT IT, AND NOW WHAT DO I
DO?
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Social Amplification ROICalculating the true value of a lead
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TODAYS ~ROI MATH
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$0.01 $0.10 $0.50 $0.75 $15.00
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THE CHANGE
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SOCIAL AMPLIFICATION
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$15.00
$15.00
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True Social Listening(Really wanted to use this image)
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LETS ASSUME
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I SELLMOVIE
MEMORABILIA
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How to identify audiencesWho, when, where and what to say
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THE DATA IS FREE
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Real-time Conversation Dashboards
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Influencer Identification
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Communications Planning
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Thank you
Tweet questions at @nxfxcom
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