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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