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

2. Measurement

3. 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

4. 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

5. Digital Marketing Measurement A Perfect Big Data Challenge?

6. 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

7. Bad Measurement too…

8. Digital Marketing Measurement

9. Characteristics of the Challenge

10. 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)

11. Measured Success

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

13. Unified Data Resource

14. Digital Data EcosystemDM
CRM Activity
Mobile
Tablet
‘acme fashion’
‘D&G satin dress’
IMP
Online
Picking
Dispatch
Register
Order

15. 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

16. Configurable User Tracking

17. 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

18. Attribution in Action

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

20. 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

21. Actionable Reporting and Automation

22. 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

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

24. Trading Analytics

25. 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

26. Future - Budget Planning

27. The Political Challenges

28. 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

29. Thanks for listening Questions?
Lewis Lenssen- Commercial Director