Sempl 18: Rene Lamsfuss

CONNECTING THE DATA DOTS

reinventing marketing research & analytics within the big data era

Rene Lamsfuss Chief Research Officer Germany, Publicis Media

PUBLICIS MEDIA – A BRAND LED ORGANISATION SUPPORTED BY GLOBAL PRACTICES

PUBLICIS MEDIA #2 Globally

#2 EMEA

Source: RECMA

Content Marketing

Performance Marketing

Data, Tech & Innovation

Analytics, Research &

Insight

Investment Management

Business Transformation

MORE COMPLEX WORLD – STILL SAME QUESTIONS…

What is the Return On Investment (ROI) for my media

investments?

How much money should I spend on media? Which media channels

should I book?How good are my creatives?

Who is my target group?How is the customer journey

evolving?What is the impact on my brand?

… BUT MORE COMPLEX ANSWERS.

Business transformation

Actionable insights

Big data Smart data

Changing medialandscape

Programmatic

Content relevance

Native advertising

MillenialsMobile first

Multiscreen

One-to-one

Data-driven-decisions

Evolving consumer journey

Precision marketing

Tailored messaging

Dynamic advertsing

Cross-media-impact

Advertising impact

User-centric

MEDIA PLANNING, RESEARCH & ANALYTICS HAVE TO CHANGE…

STEP 1 TARGET GROUP MARKET & MEDIA STUDIES

STEP 2 MEDIA PLANNING MEDIA CURRENCIES

STEP 3 AD EFFECTIVENESS CLIENT SURVEY

STEP 4 MEDIA ROI MARKETING MIX MODELLING

… AS THE CONSUMER IS GETTING MORE COMPLEX

• 'The Pursuit of Happiness‘ is a global study by Publicis Media. More than 10,000 young people between the ages of 18 and 34 took part in a qualitative and quantitative international survey.

• The results of the study formed the 'Happiness Framework' and the 'Brand Manifesto for Happiness'.

• These showed how Millennials engineer their happiness and what role brands play in that process.

CONSUMERS‘ ATTITUDES ARE CHANGING: UNDERSTANDING MILLENNIALS

SHORT, PRACTICAL AND TO THE POINT

BUT HOW TO BE PREPAREDFOR THE FUTURE?

It is all about data, that provides insights & understanding of…

… actionable insights for data-driven marketing decisions & communication

THE ANSWER!

1. ID DRIVEN2. EVIDENCE LED

CONNECTING THE DATA DOTS

BREAKING THE SILOS!

STEP 1 TARGET GROUP MARKET & MEDIA STUDIES

STEP 2 MEDIA PLANNING MEDIA CURRENCIES

STEP 3 AD EFFECTIVENESS CLIENT SURVEY

STEP 4 MEDIA ROI MARKETING MIX MODELLING

RETHINK AND REINVENT MARKETING ANALYTICS

Connect all data Real-time 1st, 2nd, 3rd party

Data Single Brand Results

AUDIENCEAUDIT

ROI

CUSTOMER EXPERIENCE OPTIMIZE REPORT

Consumer-centric Touchpoints Segmentation

Customer Journey Brand impact Purchase

Sales Forecast Artifical Intelligence

Benchmarks Transparency ROI KPIs

ID

TITAN - OUR SINGLE POINT OF ENTRY TO ALL DATA

1st & 3rd Party Data

Sales Data

Ad Serving

Client Data

Research &Analytics

TV Ratings

Trend Monitor

Media Planning

Programmatic

Reporting

Nielsen Adspend

Analytics Platform

Actionable Insights

KNOW TODAY WHAT WILL BE BETTER TOMORROW

• Ex-ante evaluation of all ad impact KPIs

• Ex-ante evaluation of all brand KPIs

• Real campaign impact within real world

• Actionable insights for media planning

– COMPREHENSIVE AUDIENCE SURVEY TECHNOLOGY

Connect • More than 300 attributes (e.g. socio-demographics, interests, product use)

• Online campaign & website data

• Brand & product impact data

• Integration of purchase patterns

Media SurveyDigitalUniverse

120.000 panelists

DMPTarget group selection

Campaign & scenario planning

OPTIMISERForecasting & optimisation of media plan and strategy

OVERVIEW

– EVIDENCE-LED DECISION FOR HIGHER MEDIA IMPACT

Source: Publicis Media Research, 2016

Efficiency +25%

Efficiency +77%

Improved frequency capping to increase consideration

Efficiency +35%

Creative test and target group optimisation

Media strategy, creative and target group segmentation

Ex-ante evaluation of all Brand KPIs

Real campaign impacts

Actionable brand effectiveness insights

19

CHALLENGEConnect TV & Digital

Unique cross-media execution systemOptimisation of reach & frequency

Cross-media reporting

FROM THE CHALLENGE TO THE SOLUTION

Idea: Combination of TV & Online, scalable & automatic campaign attribution system

Objective 1: Tactic Maximising net reach and optimisation of

contacts and frequency across TV & Online

Objective 2: StrategyNew and unique opportunities for storytelling

across TV & Online

Situation: Change of media behavior, multi screen is daily routine for consumer

Advertisement on all screens and integration of planning, execution & reportingChallenge:

More Efficiency and Effectiveness = Higher ROI

– REVOLUTION IN TV & ONLINE ATTRIBUTION

• Identification of TV campaign contacts and online behavior within GfK Crossmedia Link Panel.

• Cookie tracking and matching to full cookie database.

• Analysis of best prediction factors for TV ad contact probability.

• Syndicated data modelling by using best in class & tailor-made attribution modelling & extrapolation.

• Implementation of TV ad contact probabilities within the ad server.

• Campaign execution based on strategic and tactical objectives, automatic and scalable optimization

• Innovative, valid and reliable ex-post reporting system by combining all data by a unique statistical process

Data Sources:•AGF TV channel & campaign data•AGOF Online publisher data•GfK GXL Single source TV & Online data•Nielsen DAR Online campaign data•Research Now Ad effect data•Ad Server Tracking data

BENCHMARKS AND INSIGHTS

Efficiency:

Number of Campaigns: >

100

Average Savings: > 25%

INSIGHTS DAILY CROSSMEDIA CAMPAIGN DATA

REINVENTING MARKETING RESEARCH & ANALYTICS

ID DRIVEN & EVIDENCE LED•Data Intelligence•Ideas & Actionable Insights•Connecting Infrastructure

THANK YOU!

Rene Lamsfuss Chief Research Officer Germany, Publicis Mediarene.lamsfuss@publicismedia.de