Multi-Touch Attribution: Nielsen and Krux Combine ROI Measurement With Next-Gen DMP Capabilities
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Data Matters 2015, Las Vegas Krux and Nielsen have partnered to deliver the industry's most robust multi-touch attribution solution. Read the press announcement: http://www.krux.com/company/press-room/press-releases/nielsen-and-krux-collaborate-on-multi-touch-attribution-solution-for-marketers/ In this presentation, Nielsen EVP of Product and Innovation Scott McKinley and Marketing Analytics CEO and founder Ross Link talk about how marketers can more precisely measure marketing and advertising initiatives across multiple platforms and channels.
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Multi-Touch Attribution: Nielsen and Krux Combine ROI Measurement With Next-Gen DMP Capabilities
- 1. MULTI TOUCH ATTRIBUTION NIELSEN AND KRUX COMBINE ROI MEASUREMENT WITH NEXT-GEN DMP CAPABILITIES DATA MATTERS 2015
- 2. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 2 WE’RE AT AN INFLECTION POINT IN MARKETING MARKETING OPERATING SYSTEM
- 3. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 3 WHAT’S HAPPENING? ADVERTISERS HAVE MORE WAYS TO REACH CONSUMERS, PARTICULARLY WITH DIGITAL TRADITIONAL TOOLS ARE CHALLENGED TO DELIVER GRANULARITY, SYNERGY, TIMING AND ACTIONABILITY TOOLS MEASURE ONE CHANNEL BUT DO NOT CROSS CHANNELS EASILY MANUAL ANALYTICS CANNOT KEEP UP WITH BIG DATA SOLUTIONS
- 4. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 4 MOVING FROM PLACEMENT TO PEOPLE SALES BEHAVIOR MEDIA AND MESSAGING DEEP UNDERSTANDING OF DRIVERS OF CHOICE PEOPLE CENTRIC
- 5. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 5 ENTERPRISE MARKETING PLATFORM PRINCIPLES HOLISTIC: All channels, touchpoints, portfolio-wide CONTINUOUS: Always on PLATFORM: integrates multiple solutions to gain leverage OUTCOME-BASED: measures KPIs from branding to sales PREDICTIVE: what will happen next and how can I influence? FAST: Supports weekly/daily/automated decision support ACTIONABLE: programmatic planning, targeting, and buying
- 6. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 6 THE ENTERPRISE MARKETING PLATFORM • Census level “big data” solution • Connects person-level exposure purchase • Real-time data collection, processing and reporting • Leverages 1st, 2nd, and 3rd party data such as CRM and cookie data • Provides a platform for extensions and diagnostics WHAT IT IS • Captures ROI contribution across all touch points • Reports what’s working and what’s not at the exposure level • Measures path-to-purchase, touch point synergy, & fractional contribution • Provides optimization recommendations • Enables 1-to-1 addressable targeting WHAT IT DOES
- 7. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 7 MAPPING THE CONSUMER JOURNEY DRIVERS SHOPPING BEHAVIORS PURCHASE BEHAVIORS
- 8. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 8 CONSUMER-LEVEL DATA & ANALYTICS AUDIENCE DIGITAL OFFLINE SALES UID Demos Devices Location App Display Circular Website Email Coupon TV Print Radio Mail Price Promo Sales Loyalty R1 x 2 x x x x x x x x R2 x 3 x x x x x x x x x x R3 x x x x x x R… x 1 x x x x x x x DATA SOURCE EXPOSURE CUSTOMER RECORDS NPM,SLMS,CRM Tag MMM,Fusion,STB MMM,Fusion,STB MMM,Fusion,STB Address CRM,Store Store# NCS,CRM NCS,CRM
- 9. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 9 CLOSED-LOOP EXPOSURE AND SALES ENABLES ROI DisplayAd VideoAd Search Social Email Brandwebsite PhysicalStore Purchase $88 $134 $48 $32 $0 Real-time Analytics $30 $60 $9 $51 $93 $57 ROI Value Ecommercestore TargetCustomers Devices Cookies $64
- 10. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 10 BETTER ANALYTICS: DIGITAL MEDIA CONSORTIUM 2 PARTICIPANTS Store Level Marketing Mix Person-Level Matched Panel Person-Level Attribution WHICH IS RIGHT? UNDER WHAT CONDITIONS? SHOULD THEY WORK TOGETHER AND HOW? MISSING / INFERRED DATA SELECTION BIAS SHORT ANALYSIS WINDOWS
- 11. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 11 DASHBOARDS Product, campaign, date range selectors ROI, spend, revenue Top and bottom performers Audience filters Outcome filters Delivery module
- 12. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 12 ENTERPRISE MARKETING PLATFORM Sales Data Consumer Data Media Exposure Third Party Data First Party Data ACTIVATION ADDRESSABLE TV MOBILE APPS / COUPONS DISPLAY SEARCH VIDEO KRUX DMP AUTOMATED ANALYTICS ROI MEASUREMENT & OPTIMIZATION KRUX SEGMENTATION & TARGETING DATA ANALYSIS
- 13. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 13 ACTIVATE CONSUMERS AND PROSPECTS ACTIVATIONDATA CONSUMER SEGMENTATION Location Behavioral Psychographic Segmentation Performance Algorithmic segmentation Authored segmentation HIGH PROPENSITY TARGET CONSUMERS POTENTIAL CONSUMERS TRUE CONSUMERS Sales Data Consumer Data Media Exposure Third Party Data First Party Data
- 14. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 14 HOLISTIC DECISION SUPPORT PLAN • Objective • Segmentation • Targeting REFINE • Optimization • Diagnostics • Predictive ROI BUY • Audience • Media • Programmatic MEASURE • Media efficiency & ROI • Creative effectiveness
- 15. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 15 ISSUES AND CHALLENGES REQUIREMENTS FOR SUCCESS THE JOURNEY • Willingness to innovate • Senior-level commitment • Break through organizational obstacles • Perseverance • Associating consumers to devices is a work in progress • Big data quality • Slow data suppliers • Evolution of offline data (e.g. TV, FSI) • Stakeholder and agency alignment • Focus on privacy
Notes de l'éditeur
- Connected devices enable us to find, review and compare prices on just about everything we want to buy. This has dramatically changed the way we shop. Deflation in the Eurozone, falling commodity prices and retailer price wars add further pressure. Rationalization of outlets, ranges, promotions will follow. Workforce values continue to move towards self fulfilment, flexible working, balance, gender equality and digital skills are more sought after. Value, convenience, healthy food, dieting, personalization, simplicity, connected are important consumer attributes. Long term poorer, wealthy aging, savvy shopper, channel hopper, indulgent segments of consumers will provide growth. We all watch more, but increasingly when and how we want to watch. The ‘on demand’ video consumption trend is accelerating fast. With it comes more personalized advertising.
- Expand 1st party data into a larger universe of prospective customers with similar affinities, behaviors, and demographics for targeting
- Engagement Scoping Data assessment: CRM, other consumer data Define conversion events (e.g. web site, offline purchase, etc) Scope definition and pricing Roadmap and timelines Execution Tagging of all assets 3-4 weeks before start Exposure data collected continuously during the period Conversion/sales data matched at pre-determined frequency depending on availability, latency, etc. Reporting available after first data match Expansion Socialization Dashboard access and training Expansion phases