data-driven marketing - beckon.com · data-driven marketing: separating truth from hype marci...
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DATA-DRIVEN MARKETING: SEPARATING TRUTH FROM HYPE
Marci RaibleVP Global Media & Marketing Services,
Campbell Soup Company
Conrad BowmanDigital Analytics Manager, Scotts
Miracle-Gro
Jeff RaspDirector, Digital
Bayer
Jennifer ZeszutCo-founder and Chief
Customer Officer, Beckon
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HOT TOPIC NO. 1: PLANNED VS ACTUAL
THE BUZZ
“Agencies aren’t delivering the visibility they promise in the media plan.”
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! Actual media spend and impressions are, on average, within 1% of plan by the end of a campaign.
THE DATA SHOWS
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THE DATA SHOWS
! Actual media spend and impressions are, on average, within 1% of plan by the end of a campaign.
! But in any given week, the delivered impressions can be off by as much as 90% vs. plan.
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! And most campaigns see a 4 – 5 week delay before the cumulative actual impressions catch up to plan.
THE DATA SHOWS
WEEK 1 WEEK 5 WEEK 10
! But in any given week, the delivered impressions can be off by as much as 90% vs. plan.
! Actual media spend and impressions are, on average, within 1% of plan by the end of a campaign.
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TELL-TALE EXAMPLE / CASE STUDY
In one 19-week campaign, impressions lagged for 10 weeks—the campaign was half over before impressions caught up to (and eventually surpassed) plan.
WEEK 1 WEEK 10 WEEK 19
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THE DATA SHOWS
You can’t manage what you don’t measure.
! Campaigns that maintain close alignment between plan and actual hit 117% of planned impressions, and use only 73% of planned spend.
! … in contrast, campaigns that stray from plan hit just 87% of planned impressions, and use 86% of planned spend.
CLOSELY ALIGNED CAMPAIGNS
CAMPAIGNS THAT STRAY FROM PLAN
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HOT TOPIC NO. 2: CONTENT
THE BUZZ
“Content is king! To drive engagement, brands should pump out lots of content.”
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LAST YEAR (2016), THE DATA SHOWED
! Brand-generated content volume was up 300% year-over-year.
! But total engagement by consumers with that content was flat.
! Just 5% of branded content garnered 90% of total consumer engagement.
90%
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THIS YEAR (2017), THE DATA SHOWS
Less is more
! In 2017, total content posted by brands decreased by two thirds.
! Meanwhile, overall engagementincreased 15%.
2016 2017
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Less is more
! And this year, 20% of content drove 90% of total engagements (compared to just 5% in 2016).
THIS YEAR (2017), THE DATA SHOWS
90%
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TELL-TALE EXAMPLE / CASE STUDY
In one success story, a global brand saw more than twice as many engagements per post year-over-year and reduced cost per engagement by 64%.
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HOT TOPIC NO. 3: VIEWABILITY
THE BUZZ
“Viewability is the new KPI.”
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THE DATA SHOWS
! According to data in Beckon, average viewability is around 54%.
! That means that roughly 46 cents of every media dollar is wasted on ads that no one ever sees.
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THE DATA SHOWS
Again, you can’t manage what you don’t measure.
! Brands that measure and monitor viewability improved viewability by 27.5% in a single year.
! However, only 8.5% of brands are tracking it.
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QUESTIONS?
Email [email protected] to be among the first to receive a full copy of the 2017 Marketing Truth or Hype report.