As brands expand their use of digital media and adtech to engage and build relationships with consumers, the ability to translate performance data into meaningful insights about what’s working and what’s not has become an essential part of marketing success. According to a new report published by Brand Innovators and Origami Logic, however, only 3 out of 10 marketers currently excel in their efforts to extract insights from their marketing performance data. We’ll dive into the survey findings and explore why 80% of marketers are putting more focus on measuring performance in 2017. You’ll walk away with practical tips about how your organization can improve its measurement effectiveness.

1. Matt Foley, Origami Logic
@mattfoley
#BISUMMIT
Measuring Performance
in a Future Media World

2. Future Media Landscape
Origami Logic2
Exciting ways to engage and
build relationships with
consumers but…
….Hard to measure
performance across all the
different channels
Mobile
Social Search Ads
Display
Ads
Web
VR
MEDIA
LANDSCAPE

3. Investing in Performance Measurement is Important
Those who invest in big data and advanced analytics often
achieve up to 10 percent sales growth, up to 5 percent
higher return on sales, and a margin uplift of 1 to 2 percent.
McKinsey

4. Survey Report
Results
The Brand Innovators/Origami Logic Survey on Marketing
Performance Measurement
Origami Logic4
Survey of more than
brand
marketers
250
at leading brands across a variety of
industries
Most respondents were manager level or higher
15% 58% 27%
SVP or above VP, director or
manager
other

5. Survey Report
Results
Value Recognized in Measuring Performance
Origami Logic5
In another question, 80% of total respondents indicated that they will focus more on performance measurement in 2017
Data Source: Origami Logic / Brand Innovators
77%
68% 65% 65%
59%
49% 44% 40%
Tracking
performance
across multiple
channels
Identifying which
content impacts
awareness,
engagement, and loyalty
Understanding the
ROI of our
advertising spend
Tracking spending
(on media
placement, etc.)
Identifying the real-
time performance
of campaigns
against KPIs
Tracking costs (for
creative production
costs, etc.)
Tracking fees (paid
to buying tools
and/or partners)
Tracking fees (paid
to agencies)
On 1-5 Scale, % Below Marked as Essential Measurement Priority (4 or 5):

6. Survey Report
Results
...But Most Organizations are Average or Below
Origami Logic6
49%
On Par
“We could be doing
more, but we are about
average for our
industry”
24%
Basic
“We are doing the bare
minimum relative to
what we should be
doing”
19%
Leader
“We do a better job than
average here”
5%
Innovator
“We have a long history
of innovation and are
ahead of our time”
3%
NA
“We are doing nothing”

7. Survey Report
Results
Adoption Inhibitors
Origami Logic7
52%
49% 47%
44%
39% 38%
29%
Complexity of managing
the infrastructure
necessary to manage
such data
Integrating data from a
range of marketing
activities (e-mail, social,
mobile, etc)
Internal resource
alignment
Cost Siloed data Unreliable and
incomplete data
Lack of
transparency of data

8. Survey Report
Results
Priorities Vary Based on Skill Level
Origami Logic8
Innovators and Leaders Place Much
Higher Priority on:
Optimizing campaigns
Understanding ROI
Innovators and Leaders Struggle
More with:
Managing the infrastructure
Aligning internal resources

9. Innovators vs Basic
Origami Logic9
Data User Access to Insights Campaign Agility
› Manual extracts to Excel
› Siloed view of individual
channels
› Monthly updates
› Report access by few users › Post mortem analysis
› Automated imports to a
database
› Unified view across channels
› Real-time updates
› Proactive delivery to many
users
› In-flight adjustments
Basic
Innovators

10. How to Become an Innovator With Data
Origami Logic10
Implement an enterprise-strength infrastructure that automatically collects and transforms cross-channel
performance data into actionable insights
VIDEO
DISPLAY
PAID SEARCH
WEB
SOCIAL
TELEVISION
EMAIL
MOBILE

11. How to Become an Innovator With User Access to Insights
PRE-DASHBOARD ERA DASHBOARD ERA POST DASHBOARD ERA
Deliver insights proactively to a broad set of marketers
Origami Logic11

12. Origami Logic12
US-1
US-2
US-3
How to Become an Innovator With Campaign Agility
Implement an agile, iterative “test and learn” approach that enables in-flight adjustments
Agile Reviews and Adjustments
REAL TIME KPI AND GOAL TRACKING

13. Success = Aligning People, Process and Technology
Origami Logic13
People Process
Technology
Access to the tools and
information to support a
data-driven culture
Enabling agile
planning and
execution
Supporting the convergence
of data and workflows while
enabling access and utility

14. How to Get Your Organization Ready
Identify and Engage
Stakeholders
Identify and Engage
Opinion Leaders
Prepare
Leaders
Communicate Changes Monitor and React to
Friction
Generate buy-in across
functions and at all
levels
Actively 'listen’ to
quickly address
roadblocks to adoption
Run a 'campaign' and
celebrate quick wins
Provide the playbook to
support employees
Enroll informal and
formal change agents to
champion change
Origami Logic14

15. Origami Logic15
Helping Global Brands Master Their Marketing
Performance
› Simplify campaign measurement across marketing
channels
› Increased transparency into data
› Fuel agile collaboration between brands and
agencies
› Accelerate time to insight
Our Platform
Unified Data Engine InsightStudio
Open Platform Self-Service & Rapid
Deployment
Origami Logic

16. Questions
Matt Foley, Origami Logic
@mattfoley
#BISUMMIT

17. Additional Slides Below,
Not Mandatory

18. Origami Logic
Helping Global Brands Master
Their Marketing Performance
• Simplify campaign measurement
across marketing channels
• Increased transparency into data
• Fuel agile collaboration between
brands and agencies
• Accelerate time to insight
Our Platform

19. Roadmap to Success
Origami Logic19
Assess Plan/Design Build/Integrate/Deploy
Support/Manage/Opti
mize
Phase &
Purpose
Phase 4
Integration &
Implementation
Phase 1
MVA (Measurement
Value Assessment)
Phase 3
Design & Information
Architecture
Phase 5
MVO (Marketing
Value Optimization)
Phase 2
Discovery, Best
Practice &
Benchmarking
Core
Activities
› Statement of work and goals
› Data Source integrations
› Dashboard iterations and build
› Communication and
decisioning flows
› Training and enablement
› Stakeholder interviews
› ROI assessment and
validation
› Use Case prioritization
› Requirements gathering
› KPI and metric architecture and
relationships
› Measurement workflow
mapping
› Design workshop and reviews
› Stakeholder value realization
› Post deployment validation
analysis
› Use case and technology
evolution reviews
› QBR cadence
› Stakeholder interviews
› Analysis and benchmarking
› Goal setting
› Development of key
deliverables
Core
Deliverables
› Final dashboards
› Documented design guide
and assets
› Documented data source
and metric inventory
› Documented KPI and
Metric formulae
› Security policies, access
control and team privileges
› Current state:future state value
map
› Use case assessment,
definitions and sources and
business value potential
› Stakeholder / executive
presentation readout
› Preliminary wireframes
› Timeline and project plan
for phases 3-4
› KPI and metrics formulas
and formula compositions
› Data classifications, tagging
and tagging logic development
› Quarterly presentation of
analysis and recommendations
• Marketing value realized
v’s Goals
• Technology and data
source assessment
• Organizational capabilities
› Recommended action plans
near-term plan (3 – 6 mo.) &
long-term plan (6 – 12 mo.)
› Maturity Map (strategic
overview & customer
assessment)
› Functional & technical
requirements
› Current KPI and metrics map
› Gap & SWOT analysis
› Phase 2-5 program plan

20. Marketing Today
Origami Logic20
› Campaign Mgr
› Field Mktg
› Channel Mktg
› Agency Teams
› Data Modeler
› Data Analyst
› Marketing Analyst
› Social Marketing
› Mktg Analyst
› Mktg Ops
› Mktg Execs
› CMO
EXECUTION PLANNING
Execution
Tools
Campaigns
Channels
Geographic
Analysis
Silos
Media Mix
Attribution
Journey Mapping
Planning
Silos
Corporate Reporting
Quarterly Reporting

21. Measurement Transformation
Origami Logic21
POST-MORTEM
AND MANUAL
HUMAN ONLY SILOS POWER USERPULL
From
To
REAL-TIME RESPONSE
AND AUTOMATION
HUMAN OR MACHINE UNIFIED PUSH DEMOCRATIZEDREAL-TIME RESPONSE
AND AUTOMATION
HUMAN OR MACHINE UNIFIED PUSH DEMOCRATIZED