Module 4

3. Most Companies had the
notion that TV, print, radio
and online ads each
functioned independently
to drive sales.

4. Traditional Ad Budget
Allocation
Tv Ads
Youtube
Search Ads
Others
6%
4%
5%
85%

6. were nearly twice
effective in prompting online
searches that led to
purchases.
And….

7. Search Ads generated
25% sales.

8. Swim-Lane Measurement
“Marketers commonly measures
the performance each of their
advertising activities as if they
work independently of one
another.”

9. That‟s no longer effective!

10. Because…!

11. Advertising touch points does
not works in isolation.
They interact.

12. After advent of Digital Marketing
marketers are able to track
every online action of
consumers.

13. But it generates oceans of
data within a moment.

14. Analytic1.0 to Analytics 2.0

15. Analytics 2.0
With the predictive tools (latest
computing technologies, cloud-
based analytics and cheap data
storage) measures interaction of
advertising across media and sale
channels and identifies precisely
how exogenous variables affect ad
performance.

16. Analytics 2.0
Provides fundamentally new
insights into marketing‟s effect
on revenue.

17. Analytics 2.0
Involves three broad activities:
Attribution,
Optimization,
Allocation.

18. 1.Attribution
The process of quantifying
the contribution of each
element of advertising.

19. $
TV Ads
Display
Ads
Social
Media
Paid
search
PR
E-
Mails
Others

20. Start by gathering data…

21. Challenge…!!!

22. Knowing what to focus on-the
single rather than the noise.

23. Companies must collect data across five
categories:
Marketing conditions
Competitive activities
Marketing actions
Consumer response
Business outcomes

24. 2.Optimization
Or War gaming!
-by using predictive analytics
tools to run scenarios for
business planning.

25. It‟s like advertising virtually and
observing the effect of different
advertising mediums.

26. You can assign „elasticity‟ to
every business drivers you‟ve
measured, from TV advertising
to search ads to fuel price and
local temperatures.

27. War gaming runs thousands of
scenarios within minutes.

28. Can test „What if‟
conditions.

29. Thus Optimization software
generates most likely scenarios
along with marketing
recommendation.

30. Then…?

31. 3.Allocation
“Real-time redistribution of
resources across marketing
activities according to
optimization scenarios.”

32. On monthly, weekly or daily basis-
and, online, even from one fraction
of a second to the next.

33. Five steps to implementation
First, embrace analytics 2.0 as an
organization-wide effort that must
be champion by a C-level executive
sponsor.

34. Second, assign an analytics-
minded director or manager to
become the point person for the
effort.

35. Third, armed with a prioritized
list of questions you seek to
answer, conduct an inventory of
data throughout organization.

36. Fourth, start small with proofs of
concept involving a particular
line of business, geography, or
product group.

37. Fifth, test aggressively and feed
the result back into the model.

38. In a multichannel business
analytics 2.0 becomes more
complex and requires vendors
with specific analytics and
computing abilities.

39. Companies that don’t adopt
next-generation analytics will be
overtaken by those that do.

40. THANK YOU!