Break free of the shackles of traditional advertising thinking. Using digital metrics advertisers can see what users actually did, not just the size of the audience to whom the ads were blasted.

1. “When you finally stop measuring
success by the amount spent on
ads, you will break free of the
shackles of „traditional advertising‟
thinking.”
Dr. Augustine Fou
http://www.linkedin.com/in/augustinefou
November 15, 2012.
November 15, 2012 1

2. TV ads used to work …
TV was great at making a lot
of people aware of Tide …
…by raising awareness where
there was none, TV drove sales.
… driving awareness drove sales
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3. Increased Ad Spend …
… used to mean increased sales.
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4. When awareness is already maxed
awareness
sales
… increasing ad spend doesn’t help.
November 15, 2012 4

5. Grand Digital Canyon
Traditional Digital
• TV • Search
• Print • Social
• Radio • Mobile
• Video
Metric: Metric:
Size of Actions of
Audience The Grand Digital Canyon Users
… how do you know it works if the metrics
only tell you the size of the audience?
May 1, 2012.

6. So What?
“Digital channels provide new metrics
based on the actions that users take – did
they click, share, or buy? – that marketers
can use to better measure success than the
amount of ad spend or the size of audience
reached.”
- Dr. Augustine Fou
November 15, 2012 6

7. Dr. Augustine Fou – Chief Digital Strategist
“I help clients leverage digital
tools and techniques to create
sustainable competitive
advantage.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
November 15, 2012 7
acfou@mktsci.com