providing business value with digital - bridge worldwide measurement services overview - non-nda...
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Michael Stich of Bridge Worldwide shares their perspective on digital analytics and measurement challenges and solutionsTRANSCRIPT
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Providing Business Value With DigitalBridge Worldwide Measurement Discussion
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Digital Measurement Discussion - Agenda
1. The Way It Is
2. The Way It Should Be
3. How To Get There
4. How We Can Help
5. Getting Started
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Consumers Are Comfortable With Digital Media
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The Marketer’s Digital Challenge:
More Important, But More Confusing!
We Hear Common Trends:
• I Saved My Budget, But Where
Should I Spend It?
• Which Emerging Capabilities Are
Right For My Brand?
• How Can I Better and More
Quickly Act On The Data?
42% of marketers are dissatisfied with ROI measurements and metrics
– up 7 percent Y/Y
Source: ANA/MMA study of 200 senior marketers from member companies
including IBM, Coca-Cola, Microsoft, ING, and Nestlé USA (2007)
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Marketers Struggle With Measurement In Four
Fundamental Ways
Action without data• High-level goals without
supporting metrics to define them
• Measurement intended, but not
delivered (technology, budgets…)
Data without insight• Unread reports (everyone gets
seven…)
• Data used to justify current
activities, vs. guiding new ones
Insight without context• Confusion on which measures are
“right” and deserve focus –
• Little proven business value from
web behaviors (“engagement”)
Context without action• No plans for improvement,
continue as before
• Actions “miss the window” to be
effective
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“Informed decision-making comes from a long tradition of guessing, and then blaming others for inadequate results.”
– Dilbert
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The Result: Indefensible Spend on Marketing
Source: 2009 McKinsey & Company Survey of 529 C-level executives globally
86% of Global C-Level
Execs Assign Marketing
Budgets Qualitatively
Even Worse, 62% Of Those
Execs Are Slashing Their
Marketing Budgets In 2009
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2001
2005
2009
2013
Rising Costs and
Complexity
Semantic
Web
Recall Every
Waking Moment
Behavioral
Modeling
Immersive
UI
Social
Commerce
Websites
iMedia
Search
Syndication
Newsletters
eCommerce
E-Promotions
Mobile
Social Media
Sharing
Video
Social
Commerce
Meanwhile, Digital Continues To Evolve..
Increased Expectations
of ROI
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... and Keeping Up Becomes Increasingly Complex
•What To Measure?
- Behaviors, Outcomes, Impact
•Where To Measure?
- iMedia, Mobile, Search, Social Networking, Video…
•When To Measure?
- Pre-Market, In-Market, Post-Market
•How To Measure?
- Tools, Budget, Methodology
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It’s Time to Get Serious About
Measuring Digital Impact
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The Way It Should Be:
Our Beliefs
1. Measurement should be holistic, insightful, and actionable.
2. Marketers should integrate digital measurement into their objectives to
optimize business decisions.
3. Decisions should be based on clear, objective results, and
complemented with smart business instinct.
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How To Get There:
A Framework For Digital Measurement
• Capturing, Integrating And
Reporting Behaviors On The Web
• Translating Behaviors Into
Business Outcomes And Impact
• Planning And Refining The
Experience For Improved Impact
• Implementing Tools And Policies
That Optimize For YouAutomation
Optimization
Business Measurement
Digital Analytics
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The Framework Helps Grow Relationships
• Listen and Observe Each Other
• Discover What’s Really Important
• Try Ways To Grow and Improve
• Anticipate Changes Based on
Mutual ExperienceAutomation
Optimization
Business Measurement
Digital Analytics
Relationship Analogy
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How Marketers Should Use The Framework – Examples
• Creating Measurement
Plans
• Establishing Integrated
Dashboards
• Aligning Metrics To
Business Objectives
• Assessing ROI
• Multivariate Testing
• Scenario Planning
• Defining Business
Rules
• Deciding on ToolsAutomation
Optimization
Business Measurement
Digital Analytics
Example Marketer
Activities
Resulting Marketer
Benefits
• One Place To Clearly Track
Progress and Gauge
Performance
• Improved Customer
Experiences
• Marketing Spend Effectiveness
• Compounded Impact From
Reduced Expenses And
Incremental Revenues
• Know Which Programs And
Customers Drive Impact
• Eliminate Unnecessary
Programs
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Automation
Optimization
Business Measurement
Digital Analytics
How We Can Help:
Supporting Services From Bridge Worldwide
• Campaign Analysis
• Web Reporting/Scorecards
• Site Surveys
• Media Reporting
Supporting Services
• KPI’s/Dashboards, Digital And Cross-channel
• Market Mix Modeling Support/Consulting
• Program/Campaign ROI Analysis
• Site Optimization
• E-mail Design And Subject Line Optimization
• A/B And Multivariate Testing And Analysis
• Predictive Forecasting
• Automated Personalization
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At Bridge, Strategy and Measurement Are One
We marry measurement with strategy, and
lead clients to smarter business decisions.
Our client backgrounds lead to better
understanding, simpler discussions, and
more actionable recommendations.
We use insights from analytics to make
the relationships between our clients and
their customers more meaningful.
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And We Have Partners Who Can Help…
• Bridge Worldwide is part of the WPP Group network, the largest agency holding company in
the world with more than 2,000 offices in 106 countries.
• For situations where particular expertise is needed, Bridge will be a single-point of contact to
bring in niche partners. Some examples:
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Getting Started
• Free analysis of current
measurement activities against
measurement framework
• Includes recommendations on
simplifying your measurement
initiatives to drive business
value from digital marketing
Automation
Optimization
Business Measurement
Digital Analytics
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BWW Measurement Services: Our Impact
Leading Clients To The RightSpend On Digital
•The Right Budget
•The Right Mix
•The Right Changes Over Time
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Thank you
Michael Stich
Director of Strategic PlanningBridge Worldwide