Presentation given to Aspen Group by Joe Pych at the iMedia Agency Summit in Scottsdale, AZ on December 6, 2015

1. Source: Chief Marketing Technologist Blog
None of these systems will tell you
if you are on track to hit your
marketing objectives

2. What is “Pacing”?

3. Track your pace.
Enter drawing to win Apple Watch.

4. How many of you are involved in
tracking the performance of your
marketing efforts?

5. Running a marketing campaign is
like running a marathon.

6. If you ignore your pace, you’ll
often fail to achieve your
marketing performance goals.

7. What is “pacing” in running?
Suppose you wanted to finish a 26.2 mile
marathon in 3 hours. Here’s a pacing plan that
will enable you to finish at exactly 3 hours:

9. Unlike marathon runners, most
marketers fail to monitor their
pace while their campaigns are
running.

10. Results sometimes fall short of plans

11. What is “pacing” in marketing?
• Similar to pacing in running.
• You set intermediate goals based on a campaign
goal and measure your performance at intervals.
• Instead of just one goal of a finish time, you have
many goals such as spending, impressions, clicks,
conversions, and sales.
• Instead of just one race, you have many
placements running concurrently.

12. Example
• 30 day Placement on Website
• $ 20,000 Net Media Cost
• $ 2.35 CPM
• 1.8% Click Through Rate
• 4.5% Conversion Rate
• $ 9.50 Average Sale

13. Implied Goals
• Impressions = (Net Media Cost ÷ $ 2.35 CPM ) ×
1000 = 8,510,638
• Clicks = Impressions × 1.8% Click Through Rate
= 153,191
• Conversions = Clicks × 4.5% Conversion Rate
= 6,894
• Sales = Conversions × $ 9.50 Average Sale
= $ 65,489

14. Interval Goals
Planned Results
Day 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Net Media Cost $ 667 $ 1,333 $ 2,000 $ 2,667 $ 3,333 $ 4,000 $ 4,667 $ 5,333 $ 6,000 $ 6,667 $ 7,333 $ 8,000 $ 8,667 $ 9,333 $ 10,000
Impressions 283,688 567,376 851,064 1,134,752 1,418,440 1,702,128 1,985,816 2,269,504 2,553,191 2,836,879 3,120,567 3,404,255 3,687,943 3,971,631 4,255,319
Clicks 5,106 10,213 15,319 20,426 25,532 30,638 35,745 40,851 45,957 51,064 56,170 61,277 66,383 71,489 76,596
Conversions 230 460 689 919 1,149 1,379 1,609 1,838 2,068 2,298 2,528 2,757 2,987 3,217 3,447
Sales $ 2,183 $ 4,366 $ 6,549 $ 8,732 $ 10,915 $ 13,098 $ 15,281 $ 17,464 $ 19,647 $ 21,830 $ 24,013 $ 26,196 $ 28,379 $ 30,562 $ 32,745
Day 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Net Media Cost $ 10,667 $ 11,333 $ 12,000 $ 12,667 $ 13,333 $ 14,000 $ 14,667 $ 15,333 $ 16,000 $ 16,667 $ 17,333 $ 18,000 $ 18,667 $ 19,333 $ 20,000
Impressions 4,539,007 4,822,695 5,106,383 5,390,071 5,673,759 5,957,447 6,241,135 6,524,823 6,808,511 7,092,199 7,375,887 7,659,574 7,943,262 8,226,950 8,510,638
Clicks 81,702 86,809 91,915 97,021 102,128 107,234 112,340 117,447 122,553 127,660 132,766 137,872 142,979 148,085 153,191
Conversions 3,677 3,906 4,136 4,366 4,596 4,826 5,055 5,285 5,515 5,745 5,974 6,204 6,434 6,664 6,894
Sales $ 34,928 $ 37,111 $ 39,294 $ 41,477 $ 43,660 $ 45,843 $ 48,026 $ 50,209 $ 52,391 $ 54,574 $ 56,757 $ 58,940 $ 61,123 $ 63,306 $ 65,489

15. On day 4 of the placement…

17. > 1.8% Goal


19. > $9.50 Goal


20. Does not tell you if you are on track
to hit your performance goals

21. Does not tell you if you are on track
to hit your performance goals

22. Actual Results after 4 days
Day 1 2 3 4 5 6
Net Media Cost $ 620 $ 1,096 $ 1,631 $ 2,180
Impressions 263,766 466,514 694,113 927,801
Clicks 5,226 8,846 13,774 18,744
Conversions 208 334 512 731
Sales $ 2,155 $ 3,784 $ 5,626 $ 7,899

23. Planned Results
Day 1 2 3 4 5 6
Net Media Cost $ 667 $ 1,333 $ 2,000 $ 2,667 $ 3,333 $ 4,000
Impressions 283,688 567,376 851,064 1,134,752 1,418,440 1,702,128
Clicks 5,106 10,213 15,319 20,426 25,532 30,638
Conversions 230 460 689 919 1,149 1,379
Sales $ 2,183 $ 4,366 $ 6,549 $ 8,732 $ 10,915 $ 13,098
Actual Results after 4 days
Day 1 2 3 4 5 6
Net Media Cost $ 620 $ 1,096 $ 1,631 $ 2,180
Impressions 263,766 466,514 694,113 927,801
Clicks 5,226 8,846 13,774 18,744
Conversions 208 334 512 731
Sales $ 2,155 $ 3,784 $ 5,626 $ 7,899

24. Pacing after 4 days
Day 1 2 3 4 5
Net Media Cost -7.02% -17.78% -18.44% -18.24%
Impressions -7.02% -17.78% -18.44% -18.24%
Clicks 2.34% -13.38% -10.09% -8.23%
Conversions -9.48% -27.32% -25.73% -20.47%
Sales -1.28% -13.33% -14.09% -9.54%

28. Simple solution:
Fix Ad Delivery

30. e-Commerce Dashboard
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Sales
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Conversions
3,292Total Conversions
$35,633Total Sales
$10.82Average Sale

31. Pacing after 15 days after fixing the delivery problem
Day 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Net Media Cost -7.02% -17.78% -18.44% -18.24% -13.25% -10.19% -7.86% -6.30% -4.58% -3.34% -2.72% -2.38% -1.84% -1.42% -0.74%
Impressions -7.02% -17.78% -18.44% -18.24% -13.25% -10.19% -7.86% -6.30% -4.58% -3.34% -2.72% -2.38% -1.84% -1.42% -0.74%
Clicks 2.34% -13.38% -10.09% -8.23% -3.55% 0.67% 3.78% 4.76% 6.46% 7.94% 8.65% 9.20% 9.52% 9.64% 10.07%
Conversions -9.48% -27.32% -25.73% -20.47% -16.70% -12.22% -9.22% -8.07% -7.11% -6.18% -5.36% -5.07% -5.00% -4.65% -4.51%
Sales -1.28% -13.33% -14.09% -9.54% -6.29% 0.00% 4.17% 4.73% 6.19% 7.01% 7.97% 8.36% 8.23% 8.29% 8.82%

33. So, why aren’t you monitoring
your pacing?

34. According to the Chief Marketing Technologist Blog, a
typical marketer uses more than 100 software systems
to execute their marketing programs.
Source: Chief Marketing Technologist Blog

35. Source: Chief Marketing Technologist Blog

36. Source: Chief Marketing Technologist Blog
None of these systems will tell you
if you are on track to hit your
marketing objectives

38. How to build a pacing system

39. Step 1 – Store Plans in Database
Database

40. Step 2 – Break Plans into Intervals
Planned Results
Day 1 2 3 4 5 6 7 8 9
Net Media Cost $ 667 $ 1,333 $ 2,000 $ 2,667 $ 3,333 $ 4,000 $ 4,667 $ 5,333 $ 6,000 $ 6,
Impressions 283,688 567,376 851,064 1,134,752 1,418,440 1,702,128 1,985,816 2,269,504 2,553,191 2,836,
Clicks 5,106 10,213 15,319 20,426 25,532 30,638 35,745 40,851 45,957 51,
Conversions 230 460 689 919 1,149 1,379 1,609 1,838 2,068 2,
Sales $ 2,183 $ 4,366 $ 6,549 $ 8,732 $ 10,915 $ 13,098 $ 15,281 $ 17,464 $ 19,647 $ 21,
Day 16 17 18 19 20 21 22 23 24
Net Media Cost $ 10,667 $ 11,333 $ 12,000 $ 12,667 $ 13,333 $ 14,000 $ 14,667 $ 15,333 $ 16,000 $ 16,
Impressions 4,539,007 4,822,695 5,106,383 5,390,071 5,673,759 5,957,447 6,241,135 6,524,823 6,808,511 7,092,
Clicks 81,702 86,809 91,915 97,021 102,128 107,234 112,340 117,447 122,553 127,
Conversions 3,677 3,906 4,136 4,366 4,596 4,826 5,055 5,285 5,515 5,
Sales $ 34,928 $ 37,111 $ 39,294 $ 41,477 $ 43,660 $ 45,843 $ 48,026 $ 50,209 $ 52,391 $ 54,
Database

41. Step 3 – Load Performance Data
Database

42. Pacing after 4 days
Day 1 2 3 4 5
Net Media Cost -7.02% -17.78% -18.44% -18.24%
Impressions -7.02% -17.78% -18.44% -18.24%
Clicks 2.34% -13.38% -10.09% -8.23%
Conversions -9.48% -27.32% -25.73% -20.47%
Sales -1.28% -13.33% -14.09% -9.54%
Step 4 – Calculate Pacing
Database

43. Step 5 – Visualize

44. Step 6 - Summarize
KPI 1
-18.4%
KPI 2
+23.7%
KPI 3
-7.7%

45. Applications of Pacing
1. Monitoring
2. Early Warning
3. Optimization
4. Proving Value of Marketing

46. Vicki Parker
Saves the Day

47. Ian optimizes his advertising

48. Pacing is just one of many
features of the Bionic
Media Planning System

49. Centralize All Your Plans

50. Standardize Media Planning

51. Send RFPs

52. Track Proposals Online

53. Flowcharting

54. Campaign Execution

55. Analyze Media Plans

56. PowerPoint Output

57. Performance Tracking

58. See a Full Demo Online

59. Discussion

62. True Media (again)
• 30% time savings
– Eliminated manual data entry and formatting
• Consistency in proposals and agency documents has
improved processes and efficiency
• Improved employee morale
• Reduction in errors
• Greater confidence in work
• Training Program

63. Track your pace.
Enter drawing to win Apple Watch.

64. Here at the conference
Joanne
Joanne Egner
Product Manager
Bionic
Joe
Joe Pych
Co-Founder & CEO
Bionic