9/30/2011 1 Which Medium Works: Multichannel Testing for High Performance Results Spyro Kourtis President / CEO, Hacker Group October 4, 2011 • Our vision statement reads: “Create integrated programs that reach the target audience where they live, work and play…” “…we are NOT media and technology neutral – we are biased towards performance and this drives ALL recommendations…” • We only pursue opportunities that deliver results for our clients Performance Bias
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9/30/2011
1
Which Medium Works:Multichannel Testing for High
Performance Results
Spyro Kourtis
President / CEO, Hacker Group
October 4, 2011
• Our vision statement reads: “Create integrated programs that reach the target
audience where they live, work and play…”
“…we are NOT media and technology neutral – we are
biased towards performance and this drives ALL
recommendations…”
• We only pursue opportunities that deliver results for our clients
Performance Bias
9/30/2011
2
Presentation brought to you by the following… following…
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Once Upon A Time
• Brand advertising was king, queen and the entire royal court
• The rise of “measurable” marketing in the digital world happened out of necessity and I’m sure glad it did
• My journey east to find truth
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End the theoretical fairy tale, get back to practical work
1. Focus on objectives and metrics that matter to the executive suite
2. Build and track all programs backward from point of sale
3. The new and improved integration
4. Buy into multi-dimensional testing
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9/30/2011
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#1 Measurement ≠ Successful
• Many confuse “measurability” with ROI
• Traditional and interactive measurements are not always meaningful for our clients and stop short of sales