3 Ways Brands Can Tackle the Media Transparency Challenge

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The Transparency Challenge December 8th, 2016


Meet Your Speakers

Matt JacobsVP, Marketing StrategyOrigami Logic

Jeff ChamberlainDirector of Product MarketingOrigami Logic



MEDIA TRANSPARENCY

ADS(Buy / Sell)

DATA(Measure/Optimize)


Advertiser AOR ATD DSP Exchange Publisher

100%

10%

16%

11%

8%

55%

ADVERTISING TRANSPARENCY

This overstates the value of your media dollar

• Ad blocking• Ad fraud• Bots• Viewability• Poor engagement

Source: ANA


DATA TRANSPARENCY

• Reporting• Accessibility• Ownership

• Cleansing• Validation• Back fetching• Gaps

• Tagging*

• Enrichment• Fusing• Segmentation• Aggregations• Calculations

Complexity

Know

ledg

e

* Includes Standards and Governance

Times Number of Channels


Conditions for Success:

1. Commitment to Cultural Change

2. Investment in Media & Measurement Pros


Which road are you on?

“It’s the right thing to do”

“Prove it’s needed”


Build the business caseStart by asking: • What’s the value of data accuracy? What are insights and optimization worth? • Are they worth more than 1 FTE focused on ad-buying and data transparency?

Develop your case:• Make NPV, ARR, and IRR your new best friends• Tie everything – including the role – to business outcomes

• Purchases / subscriptions (net new, recurring)• Revenue• Pre-tax profit

• Secure an exec sponsor


What not to do…

1. Fail to get an executive sponsor

2. Fail to define “true north”

3. Focus too much on technology

4. Fail to partner with procurement

5. Fail to enlist agency partners


Deriving Under the Influence


Key Performance Indicators

80 / 20


DESI

RED

REQU

IRED

The unglamorous reality…

Centralized, accurate, transparent view of performance Agile, data-informed decision-makingTrack spend & business progressCollect near/real-time data from partners/publishers

Enlist internal and external parties in semi-frequent auditsTie roles, workflow, and measures to business performance Invest in media and measurement prosSecure an executive sponsorBuild the business caseCommit to cultural changeDefine your north star


Achieving transparency through cultural change


Committing to cultural change through action1. Secure an exec sponsor

A. Give them a trusted advisorB. Enable them with data to make decisions (frequently!)C. Incorporate top-down goals for transparency and related improvement

2. Standardize A. Tagging B. Campaign measurement framework

3. Conduct an annual, independent analysis / audit of performance

4. Disseminate ad-buying and data transparency in a tool / reporting platform

5. Invest in training


Delivering Data Transparency

People, Process and Platforms


DATA DRIVEN DECISIONINGAGILE EXECUTION TRUSTED DATA

MODERN MARKETING

Measurement Gap Execution Gap

Marketing, Advertising, CRM and Direct Response Execution Platforms Files, Assets, 3rd party data


Current approaches are challenged

Manual Analysis

Labor IntensiveSlow

Error Prone

IT Build w/ BI Stack

CostlyInflexible

Not for Marketing users

Brand

Agency A

Agency B

Agency C

Agency/Publisher Reporting

Data SilosSlow follow-up/drill down

Lack of transparency


A Trusted Partner across people, process and technology

Origami Platform• Full stack solution for

marketers & data teams

Implementation Services• KPIs, metrics, workflows,

& collaboration

Strategic Consulting• How does measurement

support agile marketing?


Open

Expo

rt

OpenConnectMarketing, Advertising and Direct Response Execution Platforms

Data collection at enterprise-scaleCOLLECT &

REFINE

Dynamic organization and segmentation of dataORGANIZE &INTEGRATE

Global exploration and collaboration built for marketing

InsightStudio

ACTIVATE &OPTIMIZE

DATA DRIVEN DECISIONING AGILE EXECUTION TRUSTED DATA

Unified Data Enginepowered by Marketing Graph™

CMO Dashboard

Cross-ChannelMeasurement

SocialPerformanceMeasurement

VideoPerformanceMeasurement

Audience SegmentAnalytics

MediaTransparency

Marketing DataStream


Open

Expo

rt



REFINE



InsightStudio

ACTIVATE &OPTIMIZE




Open

Expo

rt



REFINE



InsightStudio

ACTIVATE &OPTIMIZE



Before:• Agency reporting

• Siloed reports

• Weeks delay

After:• Agency insights

• Cross-channel campaign view

• In-flight optimization


Origami Provides Total Data Transparency and Accelerates Time-to-Insight for Your Internal Teams


Thank You & Questionswww.origamilogic.com | [email protected]