impacting businesses through advanced data analytics - amec global summit … · 2018-06-19 ·...

Workshop G

Workshop Day Sponsor

Impacting Businesses Through

Advanced Data Analytics

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Christophe Folschette, Partner and Founder, Talkwalker

Susanne Sturton, Global Communications Measurement

Manager, Adobe Systems

Giles Palmer, CEO, Brandwatch

Baptiste Tougeron, Head of Marketing Mix Models,

Southern Europe, Google

Moderator: Mazen Nahawi, President, News Group

Impacting Businesses Through Advanced Data Analytics Susanne Sturton, Global Communications Measurement, Adobe Systems Inc.

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4

From Macro to Micro

1.Marketing Mix Measurement

Adobe’s MROI Model

2.Project MOTO

Adobe’s Comms Measurement Framework

3.PR Data Warehousing

Big Data vs. Small/Smart Data

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5

Data

collaboration

is critical

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

PR inclusion in Marketing Measurement

6

Outtakes

Brand Health Survey

What does our target

audience think of Adobe’s

reputation?

PR as an influence in buying

decisions

Outcomes

Attribution Model

What is the relative

impact of each marketing

channel along the

customer journey?

Impact

Marketing ROI

What is PR’s revenue

impact relative to other

marketing channels?

PR spend/performance is included

Project MOTO Data Dependencies

• Traditional Media

• Brand Publishing

• Social Media

• Mobile

• Market Research

• Advanced Analytics

• Sales

• Finance

• Purchase Data

• Trial Data

• Stock price

7

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Monitoring Filtering KPIs Insights Reporting

8

PR Agencies

Global

Measurement

Agency

SOV Agency

Adobe Comms

Current PR Measurement Process

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