You can’t manage what you can’t measure Lewis Lenssen - Commercial Director

Measurement

Background Lewis Lenssen 5 years leading and building search agency 1 year consulting on social media and online PR for retail brands (focusing on measurement and valuation) 3 years Commercial Director of DC Storm DC Storm Over 2,000 tracked websites with configured attribution 30M tracked events per day related to £25M daily revenue 5M non-tracking events per day

Agenda Marketing performance measurement – A big data challenge? Characteristics of Digital Marketing Measurement Measured Success - Keys to Success The future and the politics Summary Q&A

Digital Marketing Measurement A Perfect Big Data Challenge?

Digital Marketing Measurement Digital Marketing Attributes Large volumes of automatic collected, relevant data Clear opportunity to optimise marketing Significant costs and benefits Problem Solved? Marketing channel silos Sales channel silos Device silos Channel specific measurement Un-reconciled data Low trust in data Last click wins

Bad Measurement too…

Digital Marketing Measurement

Characteristics of the Challenge

Marketing Measurement Characteristics Multiple diverse data sources Near real time requirements Multiple audiences with diverse requirements Multiple automation tools Not a point in time solution (continuous feedback loop)

Measured Success

Measured Success Marketing & Sales Channel Tracking Budget Planning Unified Data Resource Trading Analytics Multi-Channel Attribution Actionable Insights

Unified Data Resource

Digital Data Ecosystem DM Email Email CRM Activity Mobile Tablet ‘acme fashion’ ‘D&G satin dress’ IMP Online Picking Dispatch Register Order

Unified Data Resource Flexible, scalable database designed to support diverse data sources Ability to reflect evolving channel connections Technology that supports easy data import and export Sophisticated access and security control Specialist requirements and central to success

Configurable User Tracking

Tracking Track and join multiple channels and devices Website Online display Mobile Apps Support for multiple device users Track the events that matter Consider media and partner independence Audit and validate data

Attribution in Action

Evolution of Attribution Last click wins (within channel) Last click wins – across channel Winning click Multi-channel sharing Rules based attribution Statistical attribution

Attribution Analysis Attribution model must reflect your users journeys Implement the model(s) that your business needs Provide continuity as well as the new measurement Continue to deliver ‘last click wins’ Continue to deliver the old reports Must deliver the analysis on an on-going basis

Actionable Reporting and Automation

Reporting Share the data love! Automate production and distribution Query tools Reporting and templating tools Dashboard and visualisation tools Data cubes Automate production and distribution Focus on answering questions, not delivering numbers

Power Automation PPC bid management Stock powered advertising and creative Display buying platforms (DSPs)

Trading Analytics

Trading Analytics Beyond website and marketing analytics:- Margin reporting and attribution Offer analysis Product demand Impact of availability Stock availability in relation to demand Order processing performance

Future - Budget Planning

The Political Challenges

Summary Big data challenge waiting to be solved Specific characteristics – Diverse data, near real-time, many audiences, not point in time Measured Success framework for delivering solutions Measurement Hub – Specialist requirements and central to success Tracking – Audit and validate Attribution – On-going delivery Actionable Insights – Answer questions Trading Analytics – Beyond marketing Budget planning – The future Political challenges

Thanks for listening Questions? Lewis Lenssen- Commercial Director