measuring cross- media campaign performance...virale auswirkung 02 durch ihre enorme reichweite...

Christoph Knoke - MD

Kevin Busch – Consultant Analytics

December 3rd, 2018

MEASURING CROSS-MEDIA CAMPAIGN PERFORMANCE

Does Creativity Pay Off?

© 2018 Information Resources Inc. (IRI). Confidential and Proprietary. 2

IRI performance measurement for cross-media campaigns addresses

three parts: channel, creative and the combination of both

? Channel Performance What channel shows the best performance with regard to Target Group (TG) and Product Category? What channel roll up works best for the Brand and its characteristics?

? Creative Performance

What creative/content shows the best performance with regards to TG and Product? Is creative A perfoming better than creative B given the same TG?

? Combination of Creative and Channel What kind of content (TG-related) should be exposed on what channel? Is there a content/channel combination that works best for a brand?


METHODOLOGY


%

Based on high granular data on sales performance IRI modelling

allows price, media and trade activity to be accurately measured

Weeks

Competitor activity

TV

Display

In Store Sales Drivers:

Marketing mix

Promotion, Price,

Competition

Media Investments:

TV, Press radio digital

etc Campaign, Week

and Daypart for TV &

Cable

External factors:

Seasonal sensitivity

weather

Weekly Scanner Data:

From Hyper and

Supermarket

Store level data

Influencer


The “heart” of the model is decomposition of total sales and

quantification of contributions of the various marketing drivers

-500K

0

500K

1.000K

1.500K

2.000K

Nov-15 Jan-16 Apr-16 Jul-16 Oct-16 Jan-17 Mar-17 Jun-17 Sep-17

Base Own Media Comp Price Own Promo

Seasonality Comp. Media Own Price Comp Promo

Period Base Own

Media

Own

Price*

Own

Promo

Comp

Media

Comp

Price

Comp

Promo Seasonality

MAT-1 63.9% 23.6% -8.3% 27.5% -8.8% 3.2% -5.0% 4.0%

MAT 59.3% 28.3% -14.9% 23.6% -7.2% 11.0% -4.1% 4.1%

Total period 61.3% 26.2% -12.0% 25.3% -7.9% 7.5% -4.5% 4.0%

Brand – Volume sales decomposition absolute – National – Total Period

*The absolute value represents the impact of all observed differences in price on sales. The negative nature of this value is caused by the fact, that higher prices in the

period of observation (regardless of the exact time in which they occur) have a negative impact on sales. Neither the value itself, nor the algebraic sign give information

about the impact of price trends on sales. The sign will always be negative (even if price decreases were observed during the timeline of observation) since only the

variance is causing size and algebraic sign of the variable, not the time series.

Sale

s V

olu

me


Media Landscape & Channels

Source: Italicized Text (8 point)


0,43 0,50 0,36

0,29 0,25

0,56 0,57 0,51

0,62

0,47

0

0,2

0,4

0,6

0,8

1

Media TV Digital Press & Print* OOH

DE FMCG + OTC EU OTC

0,36 0,26

0,52 0,40

0,29

0,51 0,43

0,55

0,48 0,55

0

0,2

0,4

0,6

0,8

1

Digital Search Display Video Social

DE FMCG + OTC EU OTC

Source: IRI META Database August 2018

Our benchmarks show: Performance of digital and press differs from

FMCG to OTC – More involvement requires more specific targeting Channel Performance

* Includes professional journals as well as public press and print


Creative A/B Testing

0,44 €

0,25 €

Anna Ben

Performance

Spend 200.000 € 180.000 €

Anna

Ben

• Exposure via same channels for each

creative in order to ensure like 4 like

basis

• Exposure equally distributed over

Germany (East vs. West)

The higher ROI of Anna reflects a

superior fit between creative and

targeting of creative “Anna”

compared to “Ben”

Creative Performance

Comparing two creatives on a like 4 like basis –

Fit of creative and targeting plays a role


IRI modeling ensures flexibility in clustering of campaigns in order to

provide the desired insights and evaluation on different levels

Note: Detailed reporting possible, if correlations among levels is absent

Pa

id D

igit

al

Search

Branded Search

Generic Search

Video

Skippable

Non-Skippable

10‘‘

15‘‘

20‘‘

Display

Banner

Engagement

Social Media

Facebook

Instagram

Influencer

Organic Post

Snapchat

Creative & Channel

What is possible:

• ROI separation/

contribution of single

channels and

subchannels within

cross-media campaigns

• Bundling of channels/

subchannels of a

complete cross-media

ROI

0,26 €

0,40 €

0,52 €

0,29 €

Bench-

mark

0,31 €

0,24 €

OTC project

value

Taxonomy of performance splits of digital cross-media campaigns


What is going to be done in the future?

Outlook


Future modeling is able to quantify the contribution of the different

media channels within a cross-media campaign

Media Reattribution

• Is it better to do TV

advertising at the same

time or before the digital

campaign?

• Which digital activity

combines best with my

print advertisement for

maximum sales?

• Can I optimize my

planning to get higher

combined effect across

TV and Digital?

Media reattribution - Piloting Phase

8,0%

1,5% 3,0%

5,0% 2,5% 1,5%

1,0% 1,0%

0,5% 2,0%

TV Print Social Media Online Display Online Video Paid Search

Direct Impact

Indirect Impact

Source of Indirect

Impact

TV 0.8% TV 0.6% TV 0.4% TV 1.2%

OLV 0.2% OLV 0.4% SM 0.1% Display

0.8%


IRI kann den Zusammenhang zwischen Story und

Uplift im LEH auch ohne Tracking Link und Code

feststellen und quantifizieren

01 Influencer Aktivität Mrsbella konsumiert einen „Landliebe Grieß Pudding“ in ihrer Story, ohne diesen aktiv verbal zu bewerben

02 Virale Auswirkung Durch ihre enorme Reichweite erreicht sie damit über 1 Millionen Follower

03 Starker Nachfrageanstieg Die 24-Stündige Story kreiert einen kurzfristigen Hype um den Pudding im LEH -> OOS

Moreover, IRI is further shifting modeling focus towards up to date

media channels such as social influencer marketing


Your contacts

FOR MORE INFORMATION

Christoph Knoke

Managing Director IRI Germany

[email protected]

+49 (0) 211.36119.243

Kevin Busch

Consultant, Analytics

[email protected]

+49 (0) 211.36119.217

ABOUT IRI

IRI is a leader in delivering powerful market and

shopper information, predictive analysis and the

foresight that leads to action. We go beyond the

data to ignite extraordinary growth for our clients in

the CPG, retail and over-the-counter healthcare

industries by pinpointing what matters and

illuminating how it can impact their businesses

across sales and marketing.

Information Resources GmbH

Gladbecker Straße 1

40472 Düsseldorf

+49 211 36119-0

www.IRIworldwide.de

measuring cross- media campaign performance...virale auswirkung 02 durch ihre enorme reichweite...

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