the new media currency: data + analytics + roi€¦ · media agencies today intelligence +...
TRANSCRIPT
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The New Media Currency:
Keynote 2Alan CohenOMD
Data + Analytics + ROI
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Omnicom Group
Advertising Agencies
Diversified Marketing Media Services
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San Francisco
Los Angeles
Seattle
Dallas
Miami
Atlanta
Chicago
New York
U.S.
2,680MPGPHD
InitiativeMediaCom
CaratUniversal McCann
MediaVestMEC
StarcomMindshare
OMDZenith Media
3,275
5,8546,435
6,5607,8557,925
8,265
9,080
9,6909,300
9,080
2,420Optimedia
• 8 Cities• Over 1500 Employees• Ranked # 1 Media Agency in Billings
(RECMA and Creativity)• Won Over 40 Awards in 2010• Delaney Report’s Media Agency of the
Year• OMMA’s Silver Digital Agency of the
Year• Most awarded media agency at the
EFFIES
Leading the U.S.
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Media Agencies Today
Intelligence + Innovation
• Driving sales and ROI• Breaking through the clutter• Media meets marketing consulting
• Proactive briefings keeping clients ahead of their competition
• Creative media breakthrough
Money Managers
• Relentless cost management, datamanagement, analytics and dashboards
• New procurement operation• Effective measurement
Strategy
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How Media Agencies Operate
Client Team
Strategy(Planning)
Data & Analytics
Creativity & Innovation
Investment(Buying)
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Creativity + Innovation
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Incubator
The GE Incubator simulates a VC firm start-up lab where the best and brightest digital students develop business ideas with advertising and media potential.
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Apple Training Program
Apple has created a digital training program for internet, mobile, applications and technology exclusively for OMD employees.
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Expertise for the Future
Augmented Reality
Cloud Computing Apps DVR Open ID Mobile OS
Micro-Blogs QR Codes eReaders Mobile Couponing App Stores Digital
Transactions
Alternative Reality
Interactive Video Peer-to-Peer Natural User
InterfaceSocial
GamingLocation Services
3D Screens OLED Displays NFC SMS/MMS RFID Tablets
Virtual Worlds Interactive TV Vlogs Check-ins Online Radio
Internet-Connected
TV
GPS APIs Visual Search Podcasts Audience
BuyingVoice
Transcription
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Data + Analytics
Brand ScienceBrand Science
Automated Audience Buying
Automated Audience Buying SearchSearch
DashboardingDashboardingBusiness
IntelligenceBusiness
Intelligence ResearchResearch
$
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ConnectionsStrategy
Intelligence& Insights
Ideas &Channel
Opportunities
Negotiation
Implementation
Measurement& Tracking
Analysis& Learning
Media Process
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Media Tools
ConnectionsStrategy
Intelligence& Insights
Ideas &Channel
Opportunities
Negotiation
Implementation
Measurement& Tracking
Analysis& Learning
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“Not everything that can be counted counts, and not everything that counts can be counted.”
…welcome to data overload,& decision paralysis…
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The ROI Discussion
Break through the clutter
Manage our money
Get great rates
Deliver accountable insights
Yesterday Tomorrow
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And We Thought Media Fragmentation was Bad!
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Databases are Sprouting Very Haphazardly
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In Unrelated Structures
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Planning Buying
‘(Target 2) & CT(4+,(AGE 18‐34&HOUSEHOLD INCOME 100000‐275000),'(AGE 45‐64&HOUSEHOLD INCOME 1‐99999),'(139171), (168153‐4), (168333‐4), (165153‐4), '(165153‐4), '(165153‐4), (165263‐4), (165383‐4))&CT(3+,(165333‐4), (AGE 18‐34&HOUSEHOLD INCOME 100000‐275000),'(AGE 45‐64&HOUSEHOLD INCOME 1‐99999),(170353‐4), '(170253‐4), ((153801)&'(153803)))&CT(11+,(AGE 18‐34&HOUSEHOLD INCOME 100000‐275000),'(AGE 45‐64&HOUSEHOLD INCOME 1‐99999),(155581),(170233‐4),((63262!63263!2628!63265) &(15186!15187)),(15186!15187),(15169),(15141!15167!15170),(170303‐4),(170303‐4),'(((155571)!(155572))&'((155582)!(155581))),((155581)!(155582))&'((155572)!(155571)), '((155571)&'(155581)),(155571)!(155581),'((155571!155581)&'(155572!155582)),((155571!155581)&(155572!155582)),(155581))&((155581)&'(155571))
Male 18‐34
(Actual planning code in MRI) (Actual buying target)
Which Are Disconnected Across Core Needs
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ConnectionsStrategy
Intelligence& Insights
Ideas &Channel
Opportunities
Negotiation
Implementation
Measurement& Tracking
Analysis& Learning
Connecting the Dots
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Intelligence + Insights
• Focus, focus, & focus some more
• Acknowledge that we are quantifying human metrics(this is not 6 Sigma)
• Hone uniquely onto relevant databases, less is more
• View consumers from the business out, not from the data in
• Quantify size of the prize
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Connections Strategy
• Derive sequential thinking (what/if)
• Create relevant/unique strategy(ies)
• Establish Long range & short term objectives
• Incorporate messaging at the core, not as an afterthought (via measureable KPIs)
• Cascade to other organizational entities for synergies in thinking
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Ideas & Channel Opportunities
• Think beyond the Paid, Owned, Shared model; consumers don’t think that way
• Prioritize goals, apertures & messaging; goes back to focus
• Balance the data findings with your gut feel & experience; don’t be a robot
• Implement a test/learn laboratory
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Negotiation
• Buy the plan by planning the buy
• Select & rely on a core number of performance measurement sources
• Use proxy measures (if needed) to create “trading currencies”
• Build relationships, not one night stands
• Don’t be afraid to innovate; creative negotiations/solutions are paramount to achieving the desired goals
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Implementation
• Manage lagging & leading indicators differently
• Leverage digital trading platform
• The sooner you accept changes in your “plan”, the better off your investments (and returns) will be
• Deploy a “rapid response management” system to ensure prompt optimization
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Measurement + Tracking
• Replace complexity with simplicity
• Leverage the relevant databases you identified earlier
• Mitigate getting myopic with online data; the echo-system is broader
• Get to the root cause that you can reactivate on
• Deploy course correcting activities
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Analysis + Learning
• Learn & growth oriented teamwork
• Accept 60% accuracy today, rather than a perceived 100% accuracy too late in the game
• Minimize opportunity costs
• Allow for performance risk/reward sharing between partners
• Refuel the initial intelligence & insights phase for sequential learning
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ConnectionsStrategy
Intelligence& Insights
Ideas &Channel
Opportunities
Negotiation
Implementation
Measurement& Tracking
Analysis& Learning
Connecting the Dots
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Share of
HeartShare of
Heart
Share of
MindShare of
Mind
Share of
WalletShare of
Wallet
The Communication Bermuda Triangle
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Lessons Learned
• Analytics is important to building media plans
• Approach media as driver for building brands & businesses
• Utilize analytics “along the way” from planning to measurement
• Be reasonable about how much to use literal take-away’s
• Think!
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