01. HOW DID WE GET HERE? 02. MEASUREMENT …...MEDIA WAS LIMITED TV, PRINT, OOH, RADIO REACHING BIG AUDIENCES WAS EASY Brand Agency TV Buying TV Publisher $ 100 $ 3 $ 97 AND THE MEDIA

01. HOW DID WE GET HERE?

02. MEASUREMENT THAT MATTERS

03. HOW TO MAKE IT HAPPEN?

01. HOW DID WE GET HERE?

IN THE BEGINNING IT WAS SIMPLE…

IT STARTED WITH A PRODUCT AND A BRIEF

MEDIA WAS LIMITEDTV, PRINT, OOH, RADIO

REACHING BIG AUDIENCES WAS EASY

Brand AgencyTV Buying

TV Publisher

$100 $3 $97

AND THE MEDIA BUYING PROCESS WAS CLEAR

Product Marketing budget

SaleConsumer

THE MEASURE OF SUCCESS WAS CLEAR

50 YEARS OF SUCCESS

Product Marketing budget Distributor margin Shop margin Consumer

THAT WAS MASS MARKETING A VALUE CHAIN OF COMMS + RETAIL

TECHNOLOGY CREATED OPPORTUNITY…

…AND COMPLEXITY

1.82 Billion possible permutations every second

MORE PEOPLE, MORE SPECIALISMS, MORE STAGES

PROLIFERATION OF THINGS YOU CAN MEASURE

WE LOST SIGHT OF WHAT MEASURES ARE MEANINGFUL

WE BECAME OBSESSED WITH TECHNOLOGY

THE SILVER BULLET

RE-ESTABLISHING WHAT THE END GOAL IS

OBJECTIVE MEASUREMENT

02. MEASUREMENT THAT MATTERS

DOES TV SELL CHEESE?

ROI $1 / $2.58

IS ACQUIRING NEW CUSTOMERS ENOUGH?

PAY ON SALE MODEL

03. HOW TO MAKE IT HAPPEN?

1. DOES YOUR AGENCY UNDERSTAND YOURBUSINESS?

> Have they spoken to anyone outside the MKTG department?> Do they know how you make money?

2. ARE YOU ABLE TO LINK [MEDIA] SPEND TO SALES?

> Do you have the right tools?> The right skills/data?> “We tried this once and…”

3. DO ALL PARTIES HAVE THE APPETITE TO MAKE THIS HAPPEN?

> Don’t be afraid of a lengthy process> Ensure management agreement

DO IT RIGHT AND…

THE INVESTMENT QUESTION

BUSINESS BENEFITS

FAIRER REMUNERATION

THANK YOU

MICHAELA AGUILARHead of Solutions

[email protected]