Data Matters 2015, Las Vegas Krux and Nielsen have partnered to deliver the industry's most robust multi-touch attribution solution. Read the press announcement: http://www.krux.com/company/press-room/press-releases/nielsen-and-krux-collaborate-on-multi-touch-attribution-solution-for-marketers/ In this presentation, Nielsen EVP of Product and Innovation Scott McKinley and Marketing Analytics CEO and founder Ross Link talk about how marketers can more precisely measure marketing and advertising initiatives across multiple platforms and channels.

1. MULTI TOUCH ATTRIBUTION
NIELSEN AND KRUX COMBINE ROI MEASUREMENT
WITH NEXT-GEN DMP CAPABILITIES
DATA MATTERS
2015

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WE’RE AT AN INFLECTION POINT IN MARKETING
MARKETING
OPERATING
SYSTEM

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WHAT’S HAPPENING?
ADVERTISERS HAVE MORE WAYS TO REACH CONSUMERS,
PARTICULARLY WITH DIGITAL
TRADITIONAL TOOLS ARE CHALLENGED TO DELIVER
GRANULARITY, SYNERGY, TIMING AND ACTIONABILITY
TOOLS MEASURE ONE CHANNEL BUT DO NOT CROSS
CHANNELS EASILY
MANUAL ANALYTICS CANNOT KEEP UP WITH BIG DATA
SOLUTIONS

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MOVING FROM PLACEMENT TO PEOPLE
SALES
BEHAVIOR
MEDIA AND
MESSAGING
DEEP
UNDERSTANDING
OF DRIVERS OF
CHOICE
PEOPLE CENTRIC

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ENTERPRISE MARKETING PLATFORM PRINCIPLES
HOLISTIC: All channels, touchpoints, portfolio-wide
CONTINUOUS: Always on
PLATFORM: integrates multiple solutions to gain leverage
OUTCOME-BASED: measures KPIs from branding to sales
PREDICTIVE: what will happen next and how can I influence?
FAST: Supports weekly/daily/automated decision support
ACTIONABLE: programmatic planning, targeting, and buying

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THE ENTERPRISE MARKETING PLATFORM
• Census level “big data” solution
• Connects person-level exposure
purchase
• Real-time data collection,
processing and reporting
• Leverages 1st, 2nd, and 3rd party
data such as CRM and cookie
data
• Provides a platform for
extensions and diagnostics
WHAT IT IS
• Captures ROI contribution
across all touch points
• Reports what’s working and
what’s not at the exposure level
• Measures path-to-purchase,
touch point synergy, &
fractional contribution
• Provides optimization
recommendations
• Enables 1-to-1 addressable
targeting
WHAT IT DOES

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MAPPING THE CONSUMER JOURNEY
DRIVERS SHOPPING
BEHAVIORS
PURCHASE
BEHAVIORS

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CONSUMER-LEVEL DATA & ANALYTICS
AUDIENCE DIGITAL OFFLINE SALES
UID
Demos
Devices
Location
App
Display
Circular
Website
Email
Coupon
TV
Print
Radio
Mail
Price
Promo
Sales
Loyalty
R1 x 2 x x x x x x x x
R2 x 3 x x x x x x x x x x
R3 x x x x x x
R… x 1 x x x x x x x
DATA
SOURCE
EXPOSURE
CUSTOMER
RECORDS
NPM,SLMS,CRM
Tag
MMM,Fusion,STB
MMM,Fusion,STB
MMM,Fusion,STB
Address
CRM,Store
Store#
NCS,CRM
NCS,CRM

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CLOSED-LOOP EXPOSURE AND SALES ENABLES ROI
DisplayAd
VideoAd
Search
Social
Email
Brandwebsite
PhysicalStore
Purchase
$88
$134
$48
$32
$0
Real-time
Analytics
$30
$60
$9
$51
$93 $57
ROI Value
Ecommercestore
TargetCustomers
Devices
Cookies
$64

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BETTER ANALYTICS: DIGITAL MEDIA CONSORTIUM 2
PARTICIPANTS
Store Level Marketing Mix
Person-Level Matched Panel
Person-Level Attribution
WHICH IS RIGHT?
UNDER WHAT CONDITIONS?
SHOULD THEY WORK
TOGETHER AND HOW?
MISSING / INFERRED DATA
SELECTION BIAS
SHORT ANALYSIS WINDOWS

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DASHBOARDS
Product, campaign,
date range selectors
ROI, spend, revenue
Top and bottom
performers
Audience filters
Outcome filters
Delivery module

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ENTERPRISE MARKETING PLATFORM
Sales Data
Consumer Data
Media Exposure
Third Party Data
First Party Data
ACTIVATION
ADDRESSABLE TV
MOBILE
APPS / COUPONS
DISPLAY
SEARCH
VIDEO
KRUX
DMP
AUTOMATED
ANALYTICS
ROI
MEASUREMENT
& OPTIMIZATION
KRUX
SEGMENTATION &
TARGETING
DATA ANALYSIS

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ACTIVATE CONSUMERS AND PROSPECTS
ACTIVATIONDATA CONSUMER SEGMENTATION
Location
Behavioral
Psychographic
Segmentation
Performance
Algorithmic
segmentation
Authored
segmentation
HIGH
PROPENSITY
TARGET
CONSUMERS
POTENTIAL
CONSUMERS
TRUE
CONSUMERS
Sales Data
Consumer Data
Media Exposure
Third Party Data
First Party Data

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HOLISTIC DECISION SUPPORT
PLAN
• Objective
• Segmentation
• Targeting
REFINE
• Optimization
• Diagnostics
• Predictive ROI
BUY
• Audience
• Media
• Programmatic
MEASURE
• Media efficiency
& ROI
• Creative
effectiveness

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ISSUES AND CHALLENGES REQUIREMENTS FOR SUCCESS
THE JOURNEY
• Willingness to innovate
• Senior-level commitment
• Break through organizational obstacles
• Perseverance
• Associating consumers to devices is a
work in progress
• Big data quality
• Slow data suppliers
• Evolution of offline data (e.g. TV, FSI)
• Stakeholder and agency alignment
• Focus on privacy