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11
Jeff Collins
Chief Revenue Officer
September 20, 2016
22
Kate was
exposed to
Brand ad
Kate sees a
performance ad
on her tablet
At home, she
is served an
ad with 20%
off coupon
...
33
Panel-Based Cookies Device
ID
Device
ID
Different Devices. Different Metrics. Different Worlds.
44
No Holisitic View of the Consumer’s Journey
55
No Holisitic View of the Consumer’s Journey
66
TV
(Nielsen)
PRINT
(MRI)
DIGITAL
(Cookies)
REACHING YOUR CONSUMER
77
ANONYMOUS
25-54
Likely Female
DMA
Unknown
Unknown
In-Market Auto
In-Market Travel
In-Market Retail
Advertiser Site
Age:...
88
Kate Anderson
Female
32 years old
Married
2 Children
Chicago, IL, 60614
iPhone 6S
Samsung Tablet
Lenovo Laptop
Panasoni...
99
Kate was
exposed to
Brand ad
Kate sees a
performance ad
on her tablet
At home, she
is served an
ad with 20%
off XXX
Lin...
1010
+ +
-CONFIDENTIAL-
National CPG Retailer Case Study
Offline Purchase
Data Provider
1111
National CPG Retailer Case Study
-CONFIDENTIAL-
+
+
+
=
=
=
4x
the rates of
display-only
ads
5x
the rates of
display-...
1212-CONFIDENTIAL-
2x
more than display
7x
ROAS
10x
higher CPM
TV and Digital
1313
TV Only
-CONFIDENTIAL-
BRANDING CONVERSION
1414
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The most important marketing metric you’re not using, Digiday Brand Summit, December 2016

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Jeff Collins presentation at DBS in Park City, Utah, December 2016

Publié dans : Marketing
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The most important marketing metric you’re not using, Digiday Brand Summit, December 2016

  1. 1. 11 Jeff Collins Chief Revenue Officer September 20, 2016
  2. 2. 22 Kate was exposed to Brand ad Kate sees a performance ad on her tablet At home, she is served an ad with 20% off coupon Consumers’ Path to Purchase
  3. 3. 33 Panel-Based Cookies Device ID Device ID Different Devices. Different Metrics. Different Worlds.
  4. 4. 44 No Holisitic View of the Consumer’s Journey
  5. 5. 55 No Holisitic View of the Consumer’s Journey
  6. 6. 66 TV (Nielsen) PRINT (MRI) DIGITAL (Cookies) REACHING YOUR CONSUMER
  7. 7. 77 ANONYMOUS 25-54 Likely Female DMA Unknown Unknown In-Market Auto In-Market Travel In-Market Retail Advertiser Site Age: Gender: Geography: Email: Devices: Online Behavior: Kate Anderson 32 years old Female Chicago, IL 60614 kaxxx@email.com iPhone 5 iPad Mini MacBook Pro In-Market Auto In-Market Travel In-Market Retail Age: Gender: Geography: Email: Devices: Online Behavior: Shifting from Proxies to People
  8. 8. 88 Kate Anderson Female 32 years old Married 2 Children Chicago, IL, 60614 iPhone 6S Samsung Tablet Lenovo Laptop Panasonic 55’ TV People Health Game of Thrones HGTV Whole Foods Macy’s Tropicana OJ Advil Honda Pilot Demographics: Devices: What She Reads: What She Watches: Where She Shops: What She Buys: What She Drives: Meet Kate Anderson
  9. 9. 99 Kate was exposed to Brand ad Kate sees a performance ad on her tablet At home, she is served an ad with 20% off XXX Linking Purchase Information Back to Consumers
  10. 10. 1010 + + -CONFIDENTIAL- National CPG Retailer Case Study Offline Purchase Data Provider
  11. 11. 1111 National CPG Retailer Case Study -CONFIDENTIAL- + + + = = = 4x the rates of display-only ads 5x the rates of display-only ads 8x the rates of mobile-only ads
  12. 12. 1212-CONFIDENTIAL- 2x more than display 7x ROAS 10x higher CPM TV and Digital
  13. 13. 1313 TV Only -CONFIDENTIAL- BRANDING CONVERSION
  14. 14. 1414

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