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01. HOW DID WE GET HERE?
02. MEASUREMENT THAT MATTERS
03. HOW TO MAKE IT HAPPEN?
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01. HOW DID WE GET HERE?
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IN THE BEGINNING IT WAS SIMPLE…
IT STARTED WITH A PRODUCT AND A BRIEF
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MEDIA WAS LIMITEDTV, PRINT, OOH, RADIO
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REACHING BIG AUDIENCES WAS EASY
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Brand AgencyTV Buying
TV Publisher
$100 $3 $97
AND THE MEDIA BUYING PROCESS WAS CLEAR
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Product Marketing budget
SaleConsumer
THE MEASURE OF SUCCESS WAS CLEAR
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50 YEARS OF SUCCESS
Product Marketing budget Distributor margin Shop margin Consumer
THAT WAS MASS MARKETING A VALUE CHAIN OF COMMS + RETAIL
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TECHNOLOGY CREATED OPPORTUNITY…
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…AND COMPLEXITY
1.82 Billion possible permutations every second
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MORE PEOPLE, MORE SPECIALISMS, MORE STAGES
PROLIFERATION OF THINGS YOU CAN MEASURE
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WE LOST SIGHT OF WHAT MEASURES ARE MEANINGFUL
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WE BECAME OBSESSED WITH TECHNOLOGY
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THE SILVER BULLET
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RE-ESTABLISHING WHAT THE END GOAL IS
OBJECTIVE MEASUREMENT
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02. MEASUREMENT THAT MATTERS
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DOES TV SELL CHEESE?
ROI $1 / $2.58
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IS ACQUIRING NEW CUSTOMERS ENOUGH?
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PAY ON SALE MODEL
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03. HOW TO MAKE IT HAPPEN?
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1. DOES YOUR AGENCY UNDERSTAND YOURBUSINESS?
> Have they spoken to anyone outside the MKTG department?> Do they know how you make money?
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2. ARE YOU ABLE TO LINK [MEDIA] SPEND TO SALES?
> Do you have the right tools?> The right skills/data?> “We tried this once and…”
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3. DO ALL PARTIES HAVE THE APPETITE TO MAKE THIS HAPPEN?
> Don’t be afraid of a lengthy process> Ensure management agreement
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DO IT RIGHT AND…
THE INVESTMENT QUESTION
BUSINESS BENEFITS
FAIRER REMUNERATION
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THANK YOU
MICHAELA AGUILARHead of Solutions
[email protected]