opening keynote: "data is the science that illuminates the art of marketing"
TRANSCRIPT
@fettersac
Aaron Fetters Director Insights & Analytics
Solutions Center
Opening Keynote
“Data is the Science that Illuminates
the Art of Marketing”
Kellogg Company
How Often Have You Seen This Lately?
From Mad Men To Math Men
Photo: AMC Photo: Bettmann/CORBIS
We Should Be Looking to This Guy
The Original Mad Math Man
Art? Or Science?
Why Force Marketing Into One or the Other?
ART SCIENCE
MARKETING
Today’s Reality: “Da Vinci Marketing”
Data is now illuminating:
STRATEGY CONTENT EXECUTION
Data and the Marketing Strategy
Data and: The Marketing Strategy
BRAND BUILDING
MORE CUSTOMERS
BUYING MORE
(MORE ITEMS; MORE OFTEN)
WHO
WHAT
HOW
SALES BUILDING
Data and: The Marketing Strategy
Two Stories
Data and: The Marketing Strategy
Two Stories
Data and: The Marketing Strategy
Data – a sharper tool, but so much
easier to hurt yourself
Poor Good Very Good Excellent
How Well Targeted
Effectiveness
Data and: The Marketing Strategy
Data and the Marketing Content
Data and: The Marketing Content
Entering the “House of Cards”
Era
Data and: The Marketing Content
Data and: The Marketing Content
Data informs and illuminates
our creative “Any Second Ad Principles”
“Our cereal tastes great!”
Old way
Data and: The Marketing Content
“Our cereal tastes great!”
Old way Today
16MM Purchases Diet Foods
“Join our Challenge”
Data and: The Marketing Content
“Our cereal tastes great!”
Old way Today
16MM Purchases Diet Foods
17MM Special K
Cereal Consumers
“Join our Challenge” “Try our new
products”
Data and: The Marketing Content
“Our cereal tastes great!”
Old way Today
16MM Breakfast Bar
Consumers
16MM Purchases Diet Foods
17MM Special K
Cereal Consumers
“Join our Challenge” “A convenient
solution” “Try our new
products”
Data and: The Marketing Content
Superbowl XLVIII
+
LBGT 13M
Women
Surfing 6.2M
Native
American 5M
Middle East
Descent 14.4M
Mexican
USH 9.8M
Newlyweds 7.6M
New
Parents 18.5M
Parents
Nat. Parks
1.7M
Asian
Americans 4.6M
Middle East
Descent 14.4M
LBGT 13M
Mexican
USH 9.8M
Data and the Marketing Execution
Data and: The Marketing Execution
WHO to communicate
with
WHERE to best reach the consumer
WHAT to tell the consumer
WHEN to talk to them
VS
Beyond just Programmatic, a data-driven ecosystem will decide in real-time:
Data and: The Marketing Execution
Data Management
and Decisioning
DMPs
Data and: The Marketing Execution
Data Management
and Decisioning
DMPs 1st Party Data 3rd Party
Data
Data and: The Marketing Execution
Data Management
and Decisioning
Programmatic Messaging/ Placement
DSPs Content Management
Addressable TV Etc.
Data and: The Marketing Execution
Performance Reporting and Optimization
Data Management
and Decisioning
Programmatic Placement/ Messaging
Analytic Platforms
Data and: The Marketing Execution
Performance Reporting and Optimization
Effectiveness Evaluation
Data Management
and Decisioning
Programmatic Placement/ Messaging
Attribution Models Lift Analyses
Data and: The Marketing Execution
Performance Reporting and Optimization
Effectiveness Evaluation
Data Management
and Decisioning
Programmatic Placement/ Messaging
Attribution Models Lift Analyses
Analytic Platforms
DSPs Content Management
Addressable TV Etc.
DMPs
At Kellogg, Programmatic placement and performance optimization have proven you CAN do
something about viewability results
Data and: The Marketing Execution
Effectiveness Evaluation tells us this improved execution is worth significant value
100% 118% 141% 168%
At least
50%
At least
55%
At least
65%
At least
70%
Effect of Viewability on
Campaign Sales
Effectiveness
Eff. Index
Data and: The Marketing Execution
Art? Or Science?
STRATEGY
CONTENT
EXECUTION
Thank You
The Future of Data Driven Creativity