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FROM SOLUTIONS TO SYSTEMSMARK ZAGORSKI : EVP NIELSEN, CEO EXELATE
Copyright ©2016 The Nielsen Company. Confidential and proprietary. 2
POP QUIZ
Half of my ad dollars are wasted . . .
The more things change . . .
3Copyright ©2016 The Nielsen Company. Confidential and proprietary.
COMPANIES STRUGGLE TO TIE MARKETING TO SALES
71% of Fortune 1000
Can’t quantify long-termmarketing impact
64% of Fortune 1000
Can’t quantify short-termmarketing impact
36%
46%
18%
29%
48%
23%
Short-Term Impact Long-Term Impact
METRICS FOR DEMONSTRATING IMPACT OF MARKETING SPENDING ON BUSINESS
Proved Impact Quantitatively
Good QualitativeSense of Impact, NOT Quantitative
Haven’t Shown Any Impact Yet
Source: The World Market Watch, The CMO Survey, August 2015
Copyright ©2016 The Nielsen Company. Confidential and proprietary. 4
ORGANIZATIONAL SILOS ARE ONE BARRIER TO CLEAR INSIGHTS
Different Goals and Strategies
Separate Pools of Data and Insights
Independent Sets of Results
Copyright ©2016 The Nielsen Company. Confidential and proprietary. 5
. . . TECHNOLOGY IS ANOTHER
ATTRIBUTION
ROI
MEASUREMENT
DATA
ANALYTICS DATA MANAGEMENT
PLATFORM(DMP)
DIGITALDATA
PLANNINGTOOLS
Copyright ©2016 The Nielsen Company. Confidential and proprietary. 6
MARKETING CLOUDS CAN BRING PEOPLE AND TECH TOGETHER
Digital Marketing LeadsMedia Planners
Creative Professionals Data Analysts
MARKETING CLOUD
TO DRIVE OPTIMAL ACTIVATION ATTRIBUTION
7Copyright ©2016 The Nielsen Company. Confidential and proprietary.
ACTPLAN ANALYZE
Build & Distribute Audience Segments Across Channels• Data Management • Segmentation & Modeling• Universal Activation
2
Act On Data Insights / Optimize Audience Models, Creative and Media Plan• Global Frequency Capping• Message Sequencing • Predictive Analytics & Modeling
4
Digital Marketing
Agency Team
Customer Acquisition
Omnichannel SupportSearch, Social, Display, Mobile,
Email, Website, Radio, TV
1Build Omnichannel Plan• Consumer Profiling• Sequence Digital &
Traditional Media
Media Planning
Analyze Full-Funnel Results In Real Time• Multi-Touch Attribution • In-Flight Analytics• Sales Effect - Attribution
3
Analytics
Brand Manager
…DRIVING CONTINUOUS LEARNING & OPTIMIZATION
8Copyright ©2016 The Nielsen Company. Confidential and proprietary.
START THE PLAN WITH A COMPLETE PROFILEAUDIENCE DIGITAL TRADITIONAL IN-STORE SALES
UID
Dem
os
Dev
ices
Life
sta
ge
Location
Segm
ent
Ap
p
Dis
pla
y
Soci
al
Web
site
Emai
l
Co
up
on
TV Pri
nt
Rad
io
Mai
l
Cir
cula
r
Trad
e
Pro
mo
Pri
ce
Ass
ort
/OSA
HH
Sale
s
Sto
re S
ales
Cat
ego
ry
Co
mp
etit
or
Loya
lty
R1x 2 0 3 x x x x x x a 1 a x x x x x
R2x 3 4 4 x x x x x x x a 3 d x x x x
R3x 1 7 9 x x x x x 4 f x x x
Rx 1 8 4 x x x x b b 4 h x x x
PLAN
9Copyright ©2016 The Nielsen Company. Confidential and proprietary.
SCALE AUDIENCES WITH ADVANCED MODELING
ACT
10Copyright ©2016 The Nielsen Company. Confidential and proprietary.
ACTIVATE ACROSS ALL MARKETING CHANNELS
ACT
11Copyright ©2016 The Nielsen Company. Confidential and proprietary.
ANALYZE ROI CONTRIBUTION ACROSS CHANNELS & TACTICS
ANALYZE
Copyright ©2016 The Nielsen Company. Confidential and proprietary. 12
MAXIMIZE MARKETING EFFICIENCY
PLACEMENT CONTENT PUBLISHER MEDIAUNIT
CREATIVE AUDIENCE
EFFICIENCY
RELEVANCE
COST
OPTIMIZE CONTINUOUSLY
13Copyright ©2016 The Nielsen Company. Confidential and proprietary.
AUTOMATE OPTIMIZATION WITH MACHINE LEARNING
MACHINE LEARNING
Predictive modeling technology learns and responds to real-time changes in consumer behavior
INFINITE SCALING
Scale to thousands of audience models
to manage all audience needs
14Copyright ©2016 The Nielsen Company. Confidential and proprietary.
ACTPLAN ANALYZE
Create & Activate Audience Segments Across Channels2
Act On Data Insights / Optimize Audience Models, Creative and Media Plan
4
1Build Omnichannel Plan & Profile
Analyze Full-Funnel Results In Real Time3
MARKETING CLOUDS SUPPORT THE CYCLE
MARKETINGCLOUD
15Copyright ©2016 The Nielsen Company. Confidential and proprietary.
CASE STUDY: MULTINATIONAL CPG
Global multinational CPG sought to drive incremental sales by creating a coordinated omni-channel consumer experience
GOAL
Data Management Platform (DMP) unified 1st party, NCS, and
predictive modeling tactics across channels.
Multi-Touch Attribution (MTA)discovered how each audience tactic, media, placement drove ROI and sales.
Online Learning™ always-on,
learning algorithm to automate optimization based on offline salesSO
LUTI
ON RESULTS
2.3 millionINCREMENTAL PRODUCTS SOLD ATTRIBUTED TO DMP TACTICS
10X+ROI AND EFFECTIVENESS THAN PREVIOUS TACTICS
ACT
ANALYZE
Copyright ©2016 The Nielsen Company. Confidential and proprietary. 16
Marketing Clouds can drive this evolution . . .
THANKS!