What 12 MTA Studies Tell Us About Marketing in the Age of Mobile
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MMA Fórum Mexico 2018 Vassilis Bakopoulos Head, Industry Research MMA - presentation
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What 12 MTA Studies Tell Us About Marketing in the Age of Mobile
- 1. What 12 MTA studies tell us about Marketing in the age of mobile Vas Bakopoulos, Head Industry Research MMA August 2018 @gorecki36 vas@mmaglobal.com
- 2. What 12 MTA studies tell us about Marketing in the age of mobile
- 3. Making Marketing Great Again!
- 5. So what is wrong with marketing and advertising?
- 6. @gorecki36 / vas@mmaglobal.com The Marketing accountability crisis CEOs don’t trust marketing
- 7. @gorecki36 / vas@mmaglobal.com 7 Advertising is “disposable” We hit the brakes when economy goes down: 1% drop in GDP = 4.4% drop in spend Herd mentality: 75% of the change in ad spend is explained by change in GDP
- 8. Marketing accountability = Good Measurement
- 9. SMoX: The largest body of research about mobile @gorecki36 / vas@mmaglobal.com9 2014 2015 2015 2015 2016 2016 2016 2016 2017 201720152014 QSR 12 studies, 8brands, 25+publishers 48,000+ Interviews $250MM+ Media spend tracked 3+ years Total time tracked
- 10. …but not just mobile. 10 @gorecki36 / vas@mmaglobal.com
- 11. We have tested a cross mix of sectors and marketing KPIs Low Involvement/Frequent High Involvement /infrequent Awareness Awareness Awareness Image Image Image Purchase Intent Purchase Intent Consideration Consideration Foot traffic Foot traffic Sales Sales Sales @gorecki36 / vas@mmaglobal.com Upper funnel Lower funnel
- 12. SMoX = Multi touch attribution = complicated 12 The science of using advanced analytics, • on user level data, • to allocate proportional credit, • across a granular list of marketing touchpoints across many, • and hopefully all, online and offline channels, leading to a desired customer outcome. @gorecki36 / vas@mmaglobal.com
- 13. Connecting data at the level of the individual Did your opinion change? Did you go to the store? Did you buy?
- 15. Thank you to our Partners! @gorecki36 / vas@mmaglobal.com 15
- 16. Key Principles to make marketing great again! 1 6
- 17. 1. People based Marketing is “here” 17
- 18. Moving from demographics to people and moments 18 77% of marketers use Demographic targeting 33% of marketers use other data signals 50MM Mexicans 18-44. Wendy´s used location targeting: 5X foot traffic compared to demographics
- 19. 1. God is not dead 19 2 2
- 20. More than half of the mix should go to TV. But there is a range 20 70% 38% Awareness, New product launch Image and Sales, Brand Building Image and Sales, National Launch 70% 65% 60% Image, existing brand 50% Sales, Promotional, Education needed Promotion, no education needed 50% 38%
- 21. 3. Mobile has finally become mainstream 21
- 22. Marketers are catching up with consumers 22 1% 5% 4% 6% 5% 12% 11% 16% 26% 20% 15% 12% 15% 15% 19% 17% 17% 33% 0% 5% 10% 15% 20% 25% 30% 35% AT&T Gold Peak Tea/Coca ColaMasterCard Walmart 825 Coca Cola China Coca Cola BrazilUnilever Magnum Allstate Wendy´s % of mobile display in the mx (ex search) Optimal allocations based on SMoX Studies considering relative ROA/efficiency vs other media Gap to Optimal Actual Spend 2014 2017
- 23. Mobile is evolving. Too many choices? 23 @gorecki36 / vas@mmaglobal.com
- 25. Upper funnel vs lower funnel 7 Mobile Video Overall Campaign Average Mobile Audio Mobile Display 132100 18574 98100 76112 Video and Audio: efficient drivers of consideration Targeted Display: efficient way to “close the deal”
- 26. 5. Making the most out of video
- 27. Mobile video continues to increase in importance
- 28. Shorter is better in mobile (and maybe elsewhere) 28 @gorecki36 / vas@mmaglobal.com *Index is based on Number of people who became more likely to consider Allstate / $ spent Video Audio 100 100 15-SECONDS 30-SECONDS 200 118
- 29. Paying for higher completion hurts media efficiency 29
- 30. 6. Display works. But the canvas is not the screen. 30
- 31. 31 Mobile BANNER impact on Sales / $ spent Behavioral targeting Retargeting No targeting /demographic 100 210 272 What makes display work: data and targeting
- 32. The Role of location targeting 17 Incremental Foot traffic / $ Spent QSR Retail Insurance Up to 5x 2.5x 2x (sales/$ spent) Indices start with a base of 100 (average media) and index up or down given the performance of the additional and comparable media levers Incremental Foot traffic / $ Spent Conquesting Geo fencing CAMPAIGN AVERAGE (ALL MEDIA) 228 100 311
- 33. Some historic location audiences can add even more value 17 Indices start with a base of 100 (average media) and index up or down given the performance of the additional and comparable media levers Incremental Foot traffic / $ Spent Commuters Conquesting Fast food consumer Geo fencing CAMPAIGN AVERAGE (ALL MEDIA) 228 253 100 518 311
- 34. 7. Back to measurement: Don´t expect what you don't inspect 34
- 35. The future is about data… 35 Gartner estimates CMOs will spend more on technology than their CIO counterparts
- 36. But our tools are still largely the same 36 80%of marketers use MMM 81%of marketers use CTR more than any other metric
- 37. The case for MTA Does your company currently use a multi touch attribution (MTA) solution or do you plan to use one in the future? N=343 (2017) N=412 (2016), Total Sample 34% 37% 15% 16% 17% 20% 10% 11% 25% 17% 0% 20% 40% 60% 80% 100% 2016 2017 We don’t plan to use in the near future We will use in the next 12 months We will use in the next 12 months We will use in the next 6 months 75% 83% -29%-40% -20% 0% MTA providers have a dismal Net Promoter Score Overall how likely is it you would recommend your main multi touch attribution (MTA) provider? N=118, Total MTA users 1NPS style calculation created from 10 pt satisfaction question
- 38. @gorecki36 / vas@mmaglobal.com 38 MATT is a community of industry experts committed to rethinking the world of marketing measurement and attribution; seeking to give marketers better measurements, tools and confidence in connecting marketing to business outcomes. All MMA members are invited to participate in MATT
- 39. MATT’s MTA Toolkit for Marketers… 39 MTA Decision Guide™ - MTA Landscape Report - MTA Provider Scoring Tool - MTA Request for Information - 4-Part Intro to MTA Webinar MTA Tactical Success Guide™ MMA MTA Data Map™ Data Acquisition RFI™ Perspective on Walled Gardens™ MTA Data Strategy Guide™ Part 1: Intro to Multi-Touch Attribution (MTA) Methods Part 2: Selecting the Best MTA Provider For Your Needs Part 3: Making Sense of Attribution Approaches Part 4: Leveraging MTA to Improve Marketing Effectiveness 4 QUARTERLY BENCHMARK SURVEYS In Progress Released Dec ‘17 Released June ‘18 Released Sept ‘17 Mailed to 630 Sr. Marketers Nov ‘17 Released Nov‘16 Released Jan ‘17 Select… and Apply… with Confidence New! Comin g soon!
- 40. Making marketing great again! 40 1.People based Marketing: huge opportunity now, but a lot needs to be fixed 2.The new mix: mobile, TV and data heavy 3.Video: Big and small, shorter and smarter 4.Location and targeting: multipliers 5.Measurement and attribution: critical component for accountable marketing