A DV E RT I S I N G A N A LY T I C S 2.

0
V I N N I E

G U L I S A N O

TELEVISION

RADIO

PRINT

ONLINE

PRINT

ONLINE

V S

TELEVISION

RADIO

MEDIA MIX MODELING

definition
media / miks / mdl-iNG
a model for knowing precisely how all of the moving parts of an advertising campaign
collectively drive sales and what happens when you adjust certain variables.

SWIM LANES

SWIM LANES
50

37.5

25

12.5

0
social media

ppc

email

Assisted

twitter

organic search

tv

affiliates

Swim Lane

pr

display Ads

NISSAN EXAMPLE

QUESTIONS

01

How did this combination of advertising exposure interact to influence the customer?

02

Is Nissan investing the right amount of budget at the right points in the consumer journey?

D ATA D E LU G E

Every day, three times per second, we produce the equivalent of the amount of data that the Library
of Congress has in its entire print collection. Most of it is...irrelevant noise. So unless you have good
techniques for filtering and processing the information. Youre going to be in trouble.

- Nate Silver, Statistician

OLD WORLD

V S

NEW WORLD

Implementation of Analytics 2.0 means building the required infrastructure and merging it in
organizational culture, strategy development and operations. Any company can begin that journey;
businesses that dont will be overtaken by those that do.

AT T R I B U T I O N

O P T I M I Z AT I O N

A L LO C AT I O N

AT TRIBUTION

Gather Data
Know what to focus on
Data parsing can re veal as sist rates
Customer journe ys are impor tant

U S I N G S TAT I S T I C A L M O D E L S
IN AT TRIBUTION

AT TRIBUTION OPTIMIZ ATION

( WA R - G A M I N G )

How real-world scenarios af fect your marketing mix.

Used to identify the implications of adver tising.
Must have specific S.M.A.R.T. goals
War- Gaming can be used as a competitive analysis for unknowns

OPTIMIZ ATION ADVERTISING

other
economic
factors

season
consumer
confidence

fuel process

print
ads

marketing
actions

television
ads

direct
mail

native
content

social
media

online
display

paid
search

season

earned
media

promotions
customer
service

search
online chatter
store visits
purchasing

unemployment
rates
radio

a n a ly t i c s e n g i n e

mobile
apps

Cinema

public
relations

consumer response

newproduct
releases

pricing

sales
activities

pricing

competitor
advertising

promotions

competitive
activities

attribution

optimization

allocation

business outcomes
unit sales
revenues
margins
market share
share of voice
customer lifetime value

ALLOCATION

The run-and-done model is archaic

Attribution and w ar-gaming ef for ts into the market

HOW ADS INTERACT

+90%

search
query
volume

Ad Spending
Reallocation

campaign
budget

+32%

product
sales
tv gross
spending

NOV

DEC

JAN

-12%

tv

paid
search

online
d i s p l ay

youtube
youtube

tv

paid
search

C R E A T E A C U LT U R E O F F A C T - B A S E D D E C I S I O N
MAKING WITHIN ADVERTISING.

5 S T E P S TO I M P L E M E N TAT I O N

01
02
03
04
05

Analytics 2.0 needs to be embraced by C-level executive sponsors.

Assign an analytics-minded director/manager to be point person
Conduct an inventory of data
Start with small proofs of concept involving business, geography or products.
Test aggressively.

COMPLEXITIES

RECOMMENDED READING

THE SIGNAL AND THE

NOISE: WHY SO MANY
PREDICTIONS FAIL
BUT SOME DONT

P R E D I C T I V E A N A LY T I C S:
THE POWER TO PREDICT
W H O W I L L C L I C K , B U Y, L I E ,
OR DIE

N AT E S I LV E R ( A U T H O R )

ERIC SIEGEL

(AUTHOR)

THANK YOU.
co ntact i nfo rmati o n vi nn ie @p r p l .r s