Analytics expert Vipin Mayar of MRM Worldwide discussed how aligning measurement strategies with company objectives can drive business intelligence. Once those strategies are set, marketers can adjust their channel mix—a simple, cost-effective way to boost results. Mayar and panelists from Meteor Solutions, Microsoft, and Forrester Research also addressed measuring social media and mobile marketing campaigns.

1. Welcome to the Digital Immersion Lab Just Measure It!The Many Faces of Analytics Thursday, November 12, 2009

3. Digital Immersion LabWelcome Holly Brown SVP, Managing Director MRM Seattle

5. Digital Immersion LabAnalytics Vipin Mayar EVP, Global Director of Data, Analytics and Marketing Accountability MRM Worldwide

6. Digital Immersion Lab—Analytics

7. Analytics Is Critical 7 According to a recent book, research has shown that every year $XX billion is wasted in advertising

8. Driving Results Through Analytics—How? 8

10. Analytic High Impact Areas

11. Channel Planning

12. Dashboards and Insight

13. Panel

14. Social Media

15. Digital

16. 10 Accountability Is More Critical than Anytime Before Top Marketer Issues in 2008: #1. Integrated marketing communications #2. Accountability/ROI Source: Association of National Advertisers andBooz Allen Hamilton, 2008; survey conductedamong 157 ANA-member marketers

18. Metrics Framework & Process

19. Continuous Learning from Data

20. Tools

21. Channel Planning and Budget Allocation Tools

22. Performance Dashboards with KPIs

23. Continuous Campaign Optimization

24. ROI Tools

25. New Media Measurement Capabilities (e.g. Social media)Source : ANA Study

26. 12 Area 1: Channel Planning and Budget Optimization

27. 13 Mail Telemarketing Fax Customer Service Elevator Advertising Household PDAs Branded Sceens Magazines Radio Television iTV Viral Mail Retail Point of Sale Face-to-Face Outdoor Delivery Fulfillment Newsprint Placement/ Product Sampling Event/ Sponsorships Branded Mobile Phone Sites Banner Ads Full-page Banners Screens on Exercise Bikes Bar Code Scanner Branded CDs Branded Web Content Branded Games PDAs PVRs Telematics Mobile Mkt. Image Content Scanner In the World of Changes and Choices… …it’s increasingly difficult to reach, to engage and to impact.

28. 14 Most Marketers Have Not Embraced Channel Planning Tools “In response to a question about how budgets are allocated across different media, 80 percent of the respondents say that their companies either use qualitative measures—that is, subjective judgments—or simply repeat what they did last year.” McKinsey, 2008 Survey of Advertising

29. Channel Planning Allocation with Right Tools Is Important

30. A resource optimization solution that allocates budget across multiple contact points based on their effectiveness to deliver Brand’s objectives and their efficiency to reach the target audience. 16 Fusion Channel Planning

32. Identify up to 35 channels to be studied

34. Design online screener and survey for target audience

35. Provide brand’s spend data by channel to compute channel efficiency17

37. Canada

38. Mexico

39. UK

40. Germany

41. Poland

42. Japan

43. Korea

44. China

45. Australia

46. Philippines

47. Singapore

48. Taiwan

49. Malaysia18

51. Brand love

52. Consideration/Interest

53. Activation/Purchase19

54. Twenty-Nine ATL/BYL Channels Selected in the Study ADVERTISING DIRECT Company websites RETAIL 20 WOM PR EXPERIENTIAL

55. Channel Effectiveness: Channel’s Ability to Build the Objectives 21

56. TV Ad Saturates Slowest Followed by Ads in Transportation 22

57. Coke Red’s Optimized Budget 23

58. Fusion-Insight Recommends a Diversified Budget Allocation to Improve Results 23 +70%

61. Optimal event and PR budgets are found. 25 Efficiency Gain Efficiency Gain Pre Post +14.8%

62. Rapid Cycle Deployment Delivers Results in 4-6 Weeks 5 4 3 2 Construct optimized budget model 1 Gain channel insights 26 Collect data from consumer survey Select channels to include in analysis Determine/ prioritize objectives

63. Area 2Dashboard & Insights 27

65. Weather

66. Unfulfilled New Year's resolutions

67. Debt

68. Days since Christmas

69. Arnall has declared January 22nd as the most depressing day of the year (appropriately coined as Blue Monday).28 New Power of Data

71. Year-over-year it appears that depression searches are decreasing

72. We seem to be least depressed sometime in August! (no surprise)29 New Power of Data…Data Is the New Sexy

73. 30 …And Marketers Need Help to Link Data and Metrics! How changing attitudes from mar comm leads to sales 1 What We Need To Impact Perception Shift Behavior Change Revenue/ Profit Have to connect metrics to goals! 2 What Typical IndustryMeasures Brand health CPA Copy testing Open Rates Impressions Ad Awareness Ad Recall New Customers Response Rates Leads Favorability Customer Satisfaction Share of voice Reach/ Frequency Conversion rate

74. 31 The Dashboard Addresses These Challenges Analysis Data Cleansing Business Insight DATA STRATEGY

76. No real process and tool to institutionalize learning’s32

77. Perceptual & Behavioral Financial Investment Financial Investment Perceptual & Behavioral We Customized a Measurement Framework 33 Web Site Brand Tracking Social Media Paid Search Online Display Offline Media Competitive Media

78. …And Established Drill-Down Dimensions for Each Dashboard Sales Volume Revenue Gross Margin 34 Site Landing Page Traffic Source Topic Competitor Brand Tracking Awareness Preference Comms Awareness Brand Linkage Web Site Visits Page Views Time on Site Top Content Social Media Buzz Volume Sentiment Verbatims Channel Channel Competitor Paid Search Spend Impressions Clicks Click-thru Rate Cost per Click Online Display Spend Impressions Clicks Click-thru Rate Cost per Click Offline Media Spend GRPs Compet. Media Spend SOV Property Placement Creative Size Engine Ad Group Key Word Position Channel Creative* Competitor Segment**

79. Dashboard Demo

80. Timeline to Launch 2–3 Months 5 4 3 2 Evolution 1 36 Deployment System Development System Design Data Discovery

84. Use quant research based optimization tools

85. Dashboard and insights

86. Data Infrastructure

87. Insights generating growth38

88. Drive Analytics or… 39

89. Social Media 40

90. When it comesto social media… … schizophrenic the typical marketer today is… 41

91. AdMedia Partners 2008:69% of US senior media execsthink social media is “over-hyped” 42 ANA survey Oct 19, 2008:Marketers ranked social networking as the #1 tactic for growth opportunity (TV was #3) 42

92. “1.2 billion dollars” By 2012, spending will reach $1.5 billion; still < 5% (eMarketer)

93. Consumers are not clicking ads

94. Social Users Are Less Advertising-Inclined than Are Standard Internet Users 45 Source: IDC, 2008

95. Lets see what our panel has to say on Social Media

96. Thank You 47

97. Digital Immersion LabPanel Discussion Moderator Vipin Mayar, EVP, Global Director of Data, Analytics and Marketing Accountability Panelists Neil Strother, Analyst Ben Straley, Co-Founder & CEO Volkan Tekeli, Director of Business Intelligence

98. Digital Immersion LabClosing Remarks Holly Brown SVP, Managing Director MRM Seattle

100. Digital Immersion LabUpcoming Event February 11, 2010 2010 Trend Report Register at MRMSeattle.com Visit our websites: MRMSeattle.com | MRMWorldwide.com MRM Seattle | MRMSeattle

101. Digital Immersion LabContact Us MRM Holly Brown | holly.brown@mrmworldwide.com Vipin Mayar | vipin.mayar@mrmworldwide.com Panelists Ben Straley, Meteor Solutions | ben@meteorsolutions.com Volkan Tekeli, Microsoft | volkant@microsoft.com Neil Strother, Forrester | nstrother@forrester.com Visit our websites: MRMSeattle.com | MRMWorldwide.com MRM Seattle | MRMSeattle

102. Digital Immersion LabOpen Lab Gain hands-on experience with some of the latest analytics engines. Check out interactive demos and speak with panelists one-on-one.