Visual IQ Sponsor Breakfast Presentation - OMMA Programmatic NY
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This document discusses advanced attribution for brand marketers. It notes that branding marketing is more challenging to measure than direct response marketing. The document proposes creating a single currency to calculate the true impact of each touchpoint across channels, campaigns and tactics. This would allow for scenario planning, media buying automation and optimization based on attributed metrics. The document uses Dell marketing as a case study, showing how advanced attribution can understand the full funnel impact of different tactics on awareness, consideration and conversion. It demonstrates measuring the branding impact of TV and digital channels using a single currency.
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Visual IQ Sponsor Breakfast Presentation - OMMA Programmatic NY
- 1. © 2015 VISUAL IQ, INC. ALL RIGHTS RESERVED. CONFIDENTIAL & PROPRIETARY Advanced Attribution for Brand Marketers OMMA Attribution Keynote September 29, 2015
- 2. © 2015 VISUAL IQ, INC. ALL RIGHTS RESERVED. CONFIDENTIAL & PROPRIETARY Branding vs. Direct Response Marketing 2 A fight for the last marketing dollar BRANDING DIRECT RESPONSEBranding Ad Spend +5% YOY
- 3. © 2015 VISUAL IQ, INC. ALL RIGHTS RESERVED. CONFIDENTIAL & PROPRIETARY 3 Key Brand Marketing Measurement Challenges 3 According to 500+ brand marketers surveyed 80% Measuring the impact of branding is more challenging than DR 76% 69% Challenging to isolate & quantify the impact of individual digital channels Challenging to isolate & quantify the impact of TV advertising 1 2 3
- 4. © 2015 VISUAL IQ, INC. ALL RIGHTS RESERVED. CONFIDENTIAL & PROPRIETARY Creating a Single Currency with Advanced Attribution 4 Unlocking brand marketing’s full potential MEASUREMENT Sophisticated science to calculate the true impact of each touchpoint – across channels, campaigns and tactics ACTIVATION Automate media buying and optimization based on attributed metrics PLANNING Scenario planning to assess changes to strategies, budget allocation, media tactics or channel mix to predict performance
- 5. © 2015 VISUAL IQ, INC. ALL RIGHTS RESERVED. CONFIDENTIAL & PROPRIETARY Dell Marketing Objectives 5 Moving consumers down the marketing funnel CONVERSION Online Sale DIRECT RESPONSE FUNNEL PURCHASE INTENT Online Chat Coupon Download
- 6. © 2015 VISUAL IQ, INC. ALL RIGHTS RESERVED. CONFIDENTIAL & PROPRIETARY Dell Marketing Objectives 6 Moving consumers down the marketing funnel AWARENESS CONSIDERATION Rich Media Interaction First-Time Visit Video Completion Product Gallery Rewards Registration Product Comparison BRANDING FUNNEL
- 7. © 2015 VISUAL IQ, INC. ALL RIGHTS RESERVED. CONFIDENTIAL & PROPRIETARY Dell Marketing Objectives 7 Moving consumers down the marketing funnel CONSIDERATION AWARENESS Rich Media Interaction First-Time Visit Video Completion Product Gallery Rewards Registration Product Comparison CONVERSION Online Purchase Upper-funnel brand engagement KPIs Mid-funnel brand engagement KPIs Lower-funnel conversion KPIs
- 8. © 2015 VISUAL IQ, INC. ALL RIGHTS RESERVED. CONFIDENTIAL & PROPRIETARY Full Funnel Advanced Attribution 8 Understanding full funnel impact on business outcomes CONSIDERATION AWARENESS CONVERT Online Purchase STIMULATION 30% 25% 25%20% 10% 15% 30% 35%20% Rich Media Interaction First-Time Visit Video Completion Product Gallery Rewards Registration Chat Product Comparison
- 9. © 2015 VISUAL IQ, INC. ALL RIGHTS RESERVED. CONFIDENTIAL & PROPRIETARY 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 4-Sep 5-Sep 6-Sep 7-Sep 8-Sep 9-Sep 10-Sep 11-Sep 12-Sep 13-Sep 14-Sep 15-Sep 16-Sep 17-Sep Display Paid Search Online Video Paid Social TV 9 Measure TV & Digital Channels’ Branding Impact Using a single currency across branding channels BrandEngagement How does each of my channels, including TV, impact digital engagement with my brand?
- 10. © 2015 VISUAL IQ, INC. ALL RIGHTS RESERVED. CONFIDENTIAL & PROPRIETARY Equal Seats at the Marketing Table 10 Branding & Direct Response • Both using the same dataset and attribution methodology • Both looking at their budget’s within full funnel context • Both optimizing towards a common business goal
Notes de l'éditeur
- Let’s face it, direct response marketers have held the championship title for quite some time when it comes to quantifying the impact of their marketing efforts to the CMO. And it’s become easier than ever for direct marketers to prove and predict ROI across each of their channels and tactics, thanks to advanced attribution. So it’s no wonder that direct response marketers can easily make the case for additional budget, leaving their poor brand marketing counterparts to pick up the scraps of what’s leftover. [CLICK] But it hasn’t really been a fair fight. It’s much easier to hit your target when there’s only one, clearly defined target…an online sale, a completed application, a call center lead, etc. Brand marketers don’t share that same luxury. So it’s much harder for them to make the case for more budget because they don’t have the right tools to measure the true impact of their efforts, and they don’t have the right data to optimize fast enough to have an effect mid-flight. [CLICK] And yet, Branding continues to make up a big chunk of the overall marketing spend – especially when buying TV – because businesses need to invest in the mid- and upper-funnel to avoid hitting a point of diminishing returns in the lower funnel. In fact, according to eMarketer, Branding will account for 45% of US Digital Ad spending this year. [CLICK] That’s 5% growth from 2014. By vertical, Branding accounts for: 65% CPG 60% Entertainment 45% Media 44% Healthcare & Pharma 44% Telecom 42% Computing & Consumer Electronics 40% Automotive So it’s clear that CMO’s still believe they should be investing in brand marketing. But how do they hold their branding budgets accountable?
- Our recent survey of over 500 brand marketers in the US and the UK revealed three key challenges that they are facing when it comes to measuring the effectiveness of their campaigns: [CLICK] 80% says that measuring the impact of branding is more challenges than measuring the impact of direct response 2) [CLICK] 76% find it challenging to isolate and quantify the impact of individual digital channels on their branding metrics 3) [CLICK] 69% find it challenging to isolate and quantify the impact of TV advertising on their branding metrics
- So how to brand marketers overcome these challenges? The answer lies in creating a single currency with advanced attribution that becomes the source of truth for [CLICK] measurement, [CLICK] planning and [CLICK] activation.
- Let’s take Dell’s consumer marketing as an example: [CLICK] They run direct response campaigns with lower-funnel KPIs: Conversion: online sales Purchase Intent: chat with a representative; download a coupon
- But they also run branding campaigns with mid- and upper-funnel objectives to continuously fill the funnel for their direct response efforts. Otherwise, their direct response efforts would quickly hit a point of diminishing return without new prospects to target. Chat with a representative (consideration; mid-funnel) Register for their loyalty rewards program (consideration; mid-funnel) Interact with a rich media ad (awareness; upper-funnel) Watch a video on their site through completion (awareness; upper-funnel) Among others…
- All of the pieces of the funnel are working together to move consumers down to the point of conversion Need an advanced attribution model that can support the entire funnel – not just direct response, but also branding efforts
- In this case, Dell’s brand marketing team is using a mix of offline and digital channels to drive brand engagement activities Although branding budgets are growing among digital channels, TV is still an important awareness channel for many brand marketers. Therefore, they need an attribution solution that uses a single currency to measure both TV and digital channels to get a holistic view of performance. [CLICK] After running the entire marketing funnel through an advanced attribution model for both Branding & Direct Response, Dell will not only understand the true impact of each of their lower-funnel channels and tactics on conversions…. But they’ll also be able to understand how each of their branding channels and tactics are driving brand engagement activities that are most likely to influence prospects to convert in the future. And they’ll be able to quantify that impact at a very granular level for each channel: TV’s impact by network, daypart, geography, creative, etc Digital’s impact by channel, publisher, placement, keyword, creative, etc Ultimately, Dell’s brand marketing team wants to drive more of the brand engagement activities that have shown to have the greatest impact on future conversions. And by defining a single currency that accounts for all of these activities, advanced attribution will not only measure the true impact of each of their channels and tactics on brand engagement, but it will also enable them to plan and optimize their budget to drive the greatest brand engagement at the most efficient cost moving forward.
- Advanced Attribution for brand marketers should also be able to answer the question: [CLICK] How does each of my branding channels, including TV, impact digital engagement with my brand? Historically, brands have only attempted to measure the impact of TV on digital conversion responses. That means those marketers are trying to measure the effectiveness of a very upper-funnel channel based on the most bottom funnel metric (online purchases, completed applications, etc.). But brand marketers should also be able to use advanced attribution to measure their TV advertising’s impact on brand engagement responses, and see the impact of their TV and digital branding channels within a single view to understand the overall lift of their mid- and upper-funnel efforts Key Benefit: Provides a single currency to optimize brand marketing spend across TV and digital channels to maximize overall brand engagement lift. No longer using two different metrics to evaluate the two different channels (e.g. GRPs for TV, surveys for digital channels).
- When brand marketers adopt advanced attribution, it creates an alignment throughout the funnel because both are… [CLICK] Using the same dataset and attribution methodology for measurement (apples to apples) [CLICK] Looking at their budget’s impact within the context of the entire funnel [CLICK] Optimizing towards a common business goal ….which gives them equal seats at the marketing table – and a fair distribution of their CMO’s marketing budget. Now both can be held accountable for driving business results for the company.