Presentation by Maury Giles of Pursuit, a business and communications innovation firm, as part Stanford MediaX's "Metrics for Management Decisions" discussion. Media X at Stanford University is a collaboration of Stanford and industry that brings together Stanford's leading interactive technology research with companies committed to technical advancement and innovation.

1. Management Decisions for New Media
w
@maurygiles
www.pursuitnow.com
www.consumercentric.biz

2. Create Demand for a Relationship
Activate Relationship (Purchase Funnel) Role of Marketing
Maximize Relationship (Lifetime Value)

3. How Many
How Long
How Often

4. Persuasion?

6. Channel Consumer Journey Business
Efficiency Outcomes Outcomes
Demand Creation:
Perceived value
Awareness/recall
Differentiation/relevance
Spend Sales / revenue
Purchase Funnel:
How many Profit
Think, feel, do progression
How long Lifetime value
Intent to act
How often Shareholder value
Lifetime Value:
Satisfaction
Loyalty
Net Promoter Score

7. New Media Influence?

9. Emergent
Behavior
New Tactics
Social Media

10. A system consisting of many elements is complex if
its overall behavior emerges from the behavior of
the individual elements and their interactions.

11. A
B

12. Knowing individual behavior not enough to predict
Slight changes = dramatic changes

13. Shift focus from system to individual elements
Each agent follows local rules
Agent-Based
Simulations
Behavior depends on interactions with other agents
Overall system behavior emerges from local interactions

14. oAwareness
oValues
oRelevancy
oExposed to or participate in
oGrow product knowledge
marketing activities
oChange attitudes
oEngage in WOM
oThink independently
oBuy/experience product
oResponsiveness
oMessaging and media
interdependencies

15. Perceptions
Outcomes Behaviors
Consumer
Defined
Rules
Icosystem’s Concentric™ Platform

16. Market Share Times Ad Seen
Change in Purchase Intent Times WOM Heard
Change in Perception Effects of Campaign
Effects of WOM

17. Media plan optimization
Incorporate social impact
APPLICATIONS
What-if scenario planning with new tactics
Harness all available data and insights