thinkLA AdU: Media Planning 2014 - Kemble Fletcher
1. Kemble Fletcher
• Associate Director, Analytics – Currently
LS&Co. global account but have also worked
on: PlayStation, Honda, HTC, Paramount
Theatrical, Hilton and eHarmony
• 8 years in advertising/analytics
• Started in 2006 making ~$20K - $30K (media
not analytics)
3. Standing On The Shoulders Of
Giants…
• Observation, Measurement, Experiment,
Hypothesis - Repeat
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4. 1) The Total Volume Of Data
• There is an estimated 1,200 Exabyte’s worth of
information in the world today
• If all this information were placed on a standard
memory CD, the CDs would stack to the moon,
five times over
• As recently as 2000, only one quarter of all the
world’s information was digital. Today less than
2% of all data information stored is non-digital
(paper, film, analog media)
Source: The Economist; Data, data everywhere, Feb 27th 2010 article
5. • Largely considered one of
Man’s greatest technological
achievements
• Apollo 11 had a 2.048 MHz
CPU
2) Computing Power/Processing
Power
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Apollo Lunar Module
6. Apollo 11 had a 2.048 MHz CPU
Typical modern day PC has ~4GHz
Modern graphical/scientific calculator would be about 2.048
Apollo Lunar Module
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http://en.wikipedia.org/wiki/Apollo_Guidance_Computer
2) Computing Power/Processing
Power
7. 3) Connectivity/Data Access
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• By 2015 79.9% (256MM) of the
American population will have access
to the internet
• This is about a 2% increase from
2014 that will continue to rise through
2018, where it is expected to reach
saturation
8. • When you get home, open your browser
and find out how many different search
engines you’re using
My Laptop = 3
main and 18
additional
indexes to pull
into the search
Omnibox
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3) Connectivity/Data Access
9. Three Important Factors Have Come
Together To Provide Us With More
Data Than We Can Analyze All At Once
…Marketing Is No different
10. “Advertising is taking something
true, funny or meaningful about
a group of people and retelling
that it in a compelling way”
11. Two Approaches To Measuring People
- Demographics
US Population 317MM
A20-35 63MM
F40-64 53MM
K<5 19MM
12. People Who Like Dogs
Poodles
Shepherds
Terriers
Two Approaches To Measuring People
- Psychographics
15. Hierarchy of Goals - Examples
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Y/Y profit margin increase or
increase sales to all loyalty
consumers
Drive people to X for
predetermined period of time
Meet and
Achieve R/F
Determine
M/F Creative
Preference
16. Defining Goals
• Define Measurable Goals
• Each campaign, creative, micro-site, site redesign must have
a business objective set up (before) tactical planning and
execution
• Measure What Matters
• Valued Activities/Engagement
• Business Value—the key filter
• Remember Why You Are Measuring
• Data that’s not actionable is meaningless
• KPIs on a dashboard are just numbers—analytics informs
you what to do to improve
17. 17
TV
TRP
GRP
Added Value
Audience
Cost Per X
Time Spent
Registration
Digital
Impressions
Visits
Conversions
Cost Per X
Pageviews
Bounce Rate
Interaction
Rate
Clicks
Time Spent
Download
Registration
Print
GRP
TRP
Audience
Cost Per X
Registration
Radio
GRP
TRP
Cost Per X
Time Spent
Registration
OOH
Audience
Cost Per X
Registration
Prioritizing Metrics
18. Prioritizing Metrics
Each project should identify the appropriate metric for
different tasks
KPI’s
(Key Performance Indicator)
Optimization
Metrics
Diagnostic
Metrics
A business-relevant metric, relating to sales (e.g. ROI) or brand/message
adoption (e.g. brand lift). A KPI can be either a count or ratio, but is typically a
ratio (e.g. “Increased X by Y%”).
A “media metric”, supportive of program KPI’s, but generally related to media,
not business. Optimization metrics are ratios, as they are directly
representative of relational performance (e.g. Conversion Rate, Revenue per
Purchase).
These metrics provide an extra layer of insight to explain why optimization
metrics may or may not be improving. Common diagnostic metrics include
bounce rate, dwell time, user pathing, and page/site attrition.
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19. Example Measurable Goal
“Increase worldwide preference for Centrino2 within
Business and Consumer targets from the current 4% to
8% by 12/31/09”
Action Where
What
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Increase … …worldwide…
…preference for Centrino2…
20. Example Measurable Goal
What
Whom? How Much?
When
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…Business and Consumer… …from the current 4% to 8%...
…by 12/31/09.
“Increase worldwide preference for Centrino2 within
Business and Consumer targets from the current 4% to
8% by 12/31/09”
21. Trafficking - CRS
Objectives and
Strategies
Recommendation
Placement Creation
Trafficking
Pre-Launch
Campaign Launch
Campaign
Management
Post Buy
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Integrating Analytics Into Your Process
26. Google Helps Determine where the
Flu will breakout next
• In 2008 Google engineers wanted to know if
they could model real world phenomena off of
Google search trends
• Started by looking at thousands of keywords
people were using to describe the FLU
• Were eventually able to narrow it down to 45
keywords that had a statistically sound
correlation between the frequency of these
search queries and the number of people
experiencing flu-like symptoms
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27. Google Helps Determine Where
The Next Flu Outbreak Will Take
Place
http://googleblog.blogspot.com/2008/11/trac
king-flu-trends.html
http://www.nature.com/nature/journal/v457/
n7232/full/nature07634.html
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28. The Fruit Of That Labor Can Be
Informative As Well As Fun
http://www.youtube.com/watch?v=5Zg-C8AAIGg#t=06m18s
