This presentation is from Performance Marketing Summit 2014 in Denver, CO (June 17, 2014). Session description: Consumers are true multi-channel explorers, they move seamlessly between devices, channels & platforms. This session will cover unique ways to measure ROI by evaluating post behavior.

1. Measuring beyond the like in 18 Min
So much to say, so little time

2. WHO AM I?
Benjamin Spiegel
Sr. Partner, Managing Director
Strategy
GroupM, a WPP Company
@nxfxcom
+1 (617) 663-4107
linkedin.com/in/benjaminspiegel
Benjamin.Spiegel@groupm.com
www.GroupM.com

3. GroupM is the leading global media investment
management operation.
Worldwide Billings – US $90.8bn – 400 offices – 21,650 Employees – 81 Countries

4. 175,000 Employees in 3000 Offices in 110 Countries
Advertising; Media Investment Management; Data Investment Management (formerly known as
Consumer Insight); Public Relations & Public Affairs; Branding & Identity; Healthcare
Communications; Direct, Digital, Promotion & Relationship Marketing; Specialist Communications

5. Importance of Data & Technology to WPP
Over the past 5 years, WPP has invested more than USD $1B in data.

6. TYPES OF DATA WE CARE ABOUT
Product Usage Offline Media
Online Media Online PurchasesCRM Insights
Online Purchases
Online Purchases In-Store Purchases Demographics
Lifestyle & Attitudes Stakeholder Data
Brand Health Ad Exposure
Competitive Media
Social Measurements

7. BUT THIS STORY STARTED IN 2000
(COULD NOT FIND A RELEVANT Y2K STOCK PHOTO)

8. WE STARTED OUR AFFILIATE PROGRAM

9. 1ST LEGAL US RX AFFILIATE PLATFORM

10. THINGS WERE SIMPLE

11. PLATFORMS WERE SIMPLE

12. DEVICES WERE SIMPLER

13. DATA WAS 12kb

14. LEVERAGING
TECHNOLOGY

15. Be Creepy

16. Why Creepy?

17. 1. Consumers have changed
They opt-in and we need to adapt

18. 2. Device Fragmentation
Native and Adaptive content

19. 3. Consumption Methods
Innovation and Ease of Use

20. How to be Creepy

21. 1. Listen to them
They want you to be relevant

22. 2. Record what they are saying
Build your own DMP

23. 3. Become a data scientist
Or hire one – Data is the new currency

24. I GOT IT, AND NOW
WHAT DO I DO?

25. Social Amplification ROI
Calculating the true value of a lead

26. TODAYS ~ROI MATH
$0.01 $0.10 $0.50 $0.75 $15.00

27. THE CHANGE

28. SOCIAL AMPLIFICATION
$15.00
$15.00

29. True Social Listening
(Really wanted to use this image)

30. LETS ASSUME

31. I SELL
MOVIE MEMORABILIA

32. How to identify audiences
Who, when, where and what to say

33. THE DATA IS FREE

34. Real-time Conversation Dashboards

35. Influencer Identification

36. Communications Planning

37. Thank you
Tweet questions at @nxfxcom