This document discusses the need to move beyond traditional advertising metrics and instead focus on measuring relevance and engagement with consumers. It advocates connecting how brand communications can meet consumer needs and interests at different moments in their lifecycle. A new measurement framework is proposed that profiles opportunity moments, the consumer context, and aligns brand and customer goals. Metrics would holistically assess attitudinal, behavioral and experiential factors. The goal is to facilitate customer-brand experiences that benefit both parties.

1. Advertising Measurement
Connecting the Dots:
relevance, experience & ROI
Tod Frincke, February 2011

2. Brands don’t have advertising challenges.
They have business challenges.

3. But consumers don’t care about brands’
business challenges.
What matters to the consumer is what’s
happening in the life of the consumer.

4. Traditional ad research and
measurement still tells us much of
what’s relevant and meaningful.

5. But this is 2011, the world is a fragmented
landscape of ideas, experiences, and images.
Traditional ad metrics and research don’t tell us
how to resonate with consumers and engage
them in this world.

6. So let’s cut to the chase: what do we do?

7. We connect the dots between consumers’ and
brands’ respective interests, and we facilitate
customer-brand experiences that bridge them
What matters to
What matters the consumer
to the brand
Brand Attitudinal,
MROI & other communications behavioral &
business goals experiential
relevance &
weight

8. A measurement & research framework to engage
consumers for the benefit of the brand
1. Frame the challenge as a series of moments in a lifetime
customer-brand dialogue, and identify the moments that
provide the best opportunities to build the brand’s success
2. Profile these opportunity moments to frame an engaging and
mutually beneficial conversation:
• The attitudinal and behavioral metrics that define success
• The consumer
• The context: attitudinally, behaviorally, and experientially
3. Socialize the learnings and implications among stakeholders
during idea development. Align on key metrics.
4. Craft a measurement plan for rapid and iterative learning
and response

9. A map of customer lifecycle enables the pivot
between client and customer needs
• Brand opportunities
• Attitudinal context
• Behavioral context
• Experiential context

10. Metrics to align the effort
brand objectives
lifecycle moment opportunities
what matters at each moment:
context, barriers & motivators
ideas, communications, & experiences

11. Answer the big questions to fuel the brief
1. What’s the opportunity?
2. What are the moments where we can
influence the conversation?
3. Who’s the customer?
4. What’s the attitudinal context?
5. What’s the behavioral context?
6. What’s the social context?
7. What’s the experiential context?
8. What are the metrics?

12. Change how the agency works
If measurement is not an integral part of the
process of creating ideas, it’s not worth the bother

13. Focus on doing the right thing, not on
doing the wrong thing efficiently

14. Ad measurement is most typically a measure of
what has already been done
Post-
Campaign campaign
Research & testing tracking & Measurement
optimization & reporting
Plan Brief Idea Build Execute Report

15. Strategic measurement bookends the process
Frame the Frame the Monitor &
opportunity experience Align & refine
Adapt
Plan Brief Idea Build Execute Report

16. Hire the right team & build the right capabilities
1. Strategy & insights
2. Secondary research
3. Primary research
4. Analysis
5. Testing
6. Modeling
7. Reporting & engagement
8. Data visualization
9. Database & data ops

17. Two primary types of measurement analyst
1. Strategy & insights 1. Measurement strategist
2. Secondary research More econ/sociology/psych -
less statistics & math
3. Primary research Trained to think on both sides
of the brain
4. Analysis
Engaging & collaborative data
5. Testing storytellers
6. Modeling
7. Reporting & engagement
8. Data visualization
9. Database & data ops

18. Two primary types of measurement analyst
1. Strategy & insights
1. Measurement Strategist
2. Secondary research
3. Primary research
4. Analysis 2. Specialists
5. Testing Complement individual clients
or agency practices
6. Modeling
7. Reporting & engagement
8. Data visualization
9. Database & data ops

19. It’s not rocket science.
It’s connecting the right dots, and
putting them into action.