This is the presentation given by Joe Pych, CEO of Bionic Advertising Systems at the Argyle Executive Forum - 2015 Leadership in Digital Marketing Forum held on December 3, 2015 at the Harvard Club in Boston, Massachusetts.
Abstract:
Running a marketing campaign is like running the Boston Marathon. If you ignore your pace, you’ll fail to achieve your performance goals.
Unlike marathon runners, most marketers don’t monitor their pace while their campaigns are running. Sure, they monitor performance metrics. But they don’t take the next step and calculate the pace of these metrics relative to goals. As a result, they’re oblivious to their true marketing performance until it’s too late. It’s not until they reach the “finish line” of the campaign when they discover they failed to achieve their marketing objectives.
But it doesn’t have to be this way. In this session, you’ll learn how to calculate and monitor your pacing in real-time and how to avoid blind spots in your marketing performance measurement.
4. If you ignore your pace, you’ll
often fail to achieve your
marketing performance goals.
5. 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:
6.
7. Unlike marathon runners, most
marketers fail to monitor their
pace while their campaigns are
running.
9. 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.
10. 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
32. 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
45. Track your pace. Stop by our table.
Enter drawing to win Apple Watch.
46. Here at the conference
Joanne
Joanne Egner
Product Manager
Bionic
Joe
Joe Pych
Co-Founder & CEO
Bionic
Amahl
Amahl Williams
VP of “Smarketing”
Pluris Marketing