addressing emerging market measurement challenges and opportunities - presentation from i-com...

ADDRESSING EMERGING MARKET MEASUREMENT CHALLENGES AND OPPORTUNITIES

Julian Garritz

Marta Klepka

Multilevel Analysis

To understand the challenges & opportunities in measuring online

campaigns on Emerging Markets we should look at them in a multilevel

array

DIFERENT LEVELS

Channel

Cross Channel

Multiscreen

Cross MediachannelEvery

Every screen

Every touch point

Channel level challenges

Lack of adserving

budget for impact &

click measurement

Low transparency

and difficulties in

handling

discrepances

Validation of click

quality in the post-

click activity

Global vs local tools

A high CTR does not always

mean good audiences,

effective copy, ….

More ROI-oriented campaigns

Better CRM, Retargeting and social

engagement

Opportunities

Better coordination between

corporate areas

Using View Through as KPI

Associating impact to post-click activity

Incongruences and

difficulties at the

post-click analysis

Conversion

attribution and

consumer journey

Audience retargeting

architecture

Cross-channel level challenges

Cross-channel post-click analysis

Identifying strategic cross and multichannel audience clusters at web

analytics level vs location, date and time, impact and click activity

Qualifying these audiences in terms of ROI

Identifying strategic audience

clusters focused on ROI

Opportunities

Measurement analysis & creativity

Purchase

= 0SEO

SEM

Brand

Purchase

= 1SEO

SEM

Brand

Click

Display

Unique User

identificationFunnel definition and

Convertion

attribution

Unique user

identification

Funnel definition and

conversion

attribution

Multiscreen Level Challenges

Identifying users across screens

Using technologies that

allow multiscreen targeting

(e.g. logged in audiences)

OPPORTUNITIES

Funnel Definition

Increase ROI

Better CRM

Where is myaudience?

Different screens and different experiences imply

different user intentions

OPPORTUNITIES

Funnel definition and conversion attribution

More ROI-oriented campaigns

Better CRM, Retargeting and

social engagement

Quantify and qualify activities in

specific screens

Relate to consumer journey

Campaign tracking, channel attribution and

tracing user activities are among the key

opportunities for digital industry in Emerging

Markets

Agencies role is to advocate the Client to

invest in D&A and test, test, test

Multiscreen marketing and

measurement technologies are

currently in high demand

Plenty of chances for creative entrepreneurs

• Tools and Technology capabilities

as the foundation

• Advertisers and their Agencies

should build strong partnerships

with external experts

• Strong analytics and modelling

capabilities are the key

• Agency role is to make the

tools work together

Own data strategy to pilot media activation

Modelling

GLANCE

Ac vate&

Pilote

Collect&

Measure

Organize&

VisualizeREPORTING

TOOL

THANK YOU! QUESTIONS? CONTACT US

Julian Garritz, General Manager Garritz Online Media,

julian@garritz.com

Marta Klepka, Publicis Groupe CEE Digital Director & VivaKi

Regional Lead, marta.klepka@vivaki.com