Equipping marketing and research for a digital social mobile age v f

Introduction to Rubinson Partners, Inc.Equipping marketing and research for a digital, social, and

mobile age

Joel Rubinson, PresidentRubinson Partners, [email protected] Blog.joelrubinson.net

Ideas herein are property of Rubinson Partners and cannot be used without permission. [email protected]

June, 2013

Rubinson Partners, Inc. (RPI) founded in 2010 by the former Chief Research Officer at the Advertising Research Foundation

Includes a network* of world class talent

Clients include leading marketers, marketing research firms, and digital media companies.

Founder was the Chief Research Officer at the ARF, 25 years as chief research officer at The NPD Group, Advanced methods practice leader for Vivaldi (leading branding consultancy), and head of analytics in North America and global lead on shopper insights for Synovate. Joel started his career at Unilever.

Joel has an MBA from the University of Chicago, with concentrations in Economics and Statistics.

Joel is a widely read blogger, published author and frequent speaker.

A bit about Rubinson Partners, Inc…

*Senior resources formerly at Procter, Kraft, Mastercard, and current NYU and Fordham faculty, and two leading research and analytic firms are all part of the RPI network

Joel is also on the faculty of NYU Stern School of Business where he teaches social media strategy.

The brave new world of marketing…

From days of old… In a traditional marketing era, marketers built brands largely based on

running paid advertising to generate awareness, interest, desire, and hopefully action. In this worldview, consumers were not part of the media equation.

Today, brand KPIs mostly still follow this old model…survey-based, slow, and continuing to reinforce a TV-first marketing culture.

…to days of bold In a digital, social, and mobile world consumers have become a

significant part of the media process: Interacting via second screens Sharing: endorse or dissuade friends regarding branded content and their

feelings about a given brand Leaning-forward as they search, pull information, and seek

opinions/ideas. For example, Google says there are 8 BILLION searches in the US each month that are food recipe related.

Joining brand communities via Facebook, Twitter, signing up for e-mails, and downloading branded apps.

And now, all of these actions can take place right at point of purchase and on the street corner via smart phones

Use smartphones for just in time, shopper decision making, right at point of purchase

However, narrative without measurement strategies, can lead marketers to some really wrong conclusions

Myth:A post-apocalyptic media world (is coming) substantially devoid of brand advertising as we have long known it. Bob Garfield, 2007

Mythbusting:Advertising revenues continue to grow in the US and globally. Advertising is part of every media touchpoint.

Myth:The ROI of social media is that your brand will still be in business in five years. Eric Qualman, Socialnomics

Mythbusting:Conversations are important sources of insights that inform marketing actions. However, for most brands, paid media and shopper marketing still have a greater demonstrated impact on sales.

Myth:Linear TV viewing is dying, being replaced by DVRs, Tablets, video on demand and Netflix. Forrester has been predicting the death of linear TV since 1999.

Mythbusting:TV viewing is stable and linear TV still accounts for about 90% of time. Tablets and smartphones are strengthening the TV experience and cannibalizing laptop use, not TV.

Myth:Why would anyone still have a website when then can have 10 times as many relationships via their Facebook page? Sheryl Sandberg, Facebook

Mythbusting:Facebook has impact but search and owned media are often a more powerful combination for driving shopper action and 1-1 marketing

Commonly heard industry beliefs: Rubinson assignments have found:

Mobile is changing the way we live and the way marketers need to think about media. Yes, this one IS true! But…nearly 70% of mobile use isn’t mobile…it is at home!

Rubinson Partners has created the industry’s first valid measurable models to guide brand success in a digital age

How do we actually measure, paid, owned, and earned media and its effects on the business?

How do we fully leverage digital and social data to create “sense, respond, and anticipate” systems?

How do we seamlessly fuse together insights and action?

Redesign your insights programs to leverage listening and digital sensing, along with surveys

Digital media use cases. Consultant to Moat and Solve Media

Innovation

Brand guidance

Consumer understanding

Integrative big data frameworks

New thinking New tools New insights

Rubinson game changing innovation

Digital media use cases. Consultant to Moat and Solve Media

Innovation

Brand guidance

Consumer understanding

Innovating Innovation. In partnership with InsightsNow, Inc. RPI offers an award winning system called BehaviorLens ™ based on moments marketing

Rubinson game changing brand guidance

Next generation Marketing Mix Modeling:, RPI has created approaches for improved estimation of digital and social media impact

Measurable model of media in a paid, owned, earned, media world. For large CPG marketers, created the first contemporary measurable model of media

Sense, respond, anticipate. Designed one of the most comprehensive shopper insights listening and digital sensing platforms ever created in CPG.

Reinventing brand tracking. For leading CPG marketers, created a next generation approach to brand tracking that fully leverages instant digital and social data, integrated with survey and mobile research

Digital media use cases. Consultant to Moat and Solve Media

Innovation

Brand guidance

Consumer understanding

Smartphone understanding. For AOL, consulted on award winning project to understand smart phone owners’ usage and motivations, published in HBR

Social sharing behaviors. For ShareThis, led one of the largest analyses of sharing behavior Value of a Facebook fan. With Compete, determined the value of a Facebook fan is real but only if they pay

return visits to the fan page Path to purchase research: What is media’s influence on shopper actions, not just awareness and intention Workshops on shopper and digital marketing

Rubinson game changing learning

Digital media use cases. Consultant to Moat and Solve Media

Innovation

Brand guidance

Consumer understanding

Advice for advertisers

Create a measurable model of paid, owned, and earned media where you, rather than your agencies, own the protocols. This is your starting point for understanding relative impact.

Learn how to integrate digital behaviors, social media listening/fan profiles and survey data to create a complete and continuous monitor of what a healthy brand looks like in a digital age.

Create a fast pivot campaign optimization system with a tagging and conversion structure that links behaviors to ad exposure.

Use multi-stage marketing mix modeling approaches that model the direct and indirect effects of media

Get ahead of the curve on mobile. It is changing everything Understand path to purchase influencers; are you reaching people with your messages at

the right moments? Each year, radically redesign at least one of your major processes; innovation, brand

guidance, insights approaches to leverage new possibilities in a digital, social, and mobile age

How Rubinson Partners works with advertisers and media companies

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As part of your insights team, understand and help define the need

Create a picture of the future-state, a proposed plan of action, identify potential partners for the client organization

Guide, manage, and/or build the solution on behalf of the client

Equip the organization to leverage the new approach

How Rubinson Partners works with research suppliers

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As part of the research organization’s extended team, understand and help define the commercial opportunity

Design the offer that would address unmet client needs, and create a proposed plan of action Guide, manage, and/or

build the solution

Equip the organization to commercialize the new approach

How may I help you?

[email protected] 917-821-8554 Blog.joelrubinson.net