Opening Keynote: "Data is the Science that Illuminates the Art of Marketing"

@fettersac

Aaron Fetters Director Insights & Analytics

Solutions Center

Opening Keynote

“Data is the Science that Illuminates

the Art of Marketing”

Kellogg Company

How Often Have You Seen This Lately?

From Mad Men To Math Men

Photo: AMC Photo: Bettmann/CORBIS

We Should Be Looking to This Guy

The Original Mad Math Man

Art? Or Science?

Art? Or Science?

Why Force Marketing Into One or the Other?

ART SCIENCE

MARKETING

Today’s Reality: “Da Vinci Marketing”

Data is now illuminating:

STRATEGY CONTENT EXECUTION

Data and the Marketing Strategy

Data and: The Marketing Strategy

BRAND BUILDING

MORE CUSTOMERS

BUYING MORE

(MORE ITEMS; MORE OFTEN)

WHO

WHAT

HOW

SALES BUILDING

Data and: The Marketing Strategy

Two Stories

Data and: The Marketing Strategy

Two Stories

Data and: The Marketing Strategy

Data – a sharper tool, but so much

easier to hurt yourself

Poor Good Very Good Excellent

How Well Targeted

Effectiveness

Data and: The Marketing Strategy

Data and the Marketing Content

Data and: The Marketing Content

Entering the “House of Cards”

Era

Data and: The Marketing Content

Data and: The Marketing Content

Data informs and illuminates

our creative “Any Second Ad Principles”

“Our cereal tastes great!”

Old way

Data and: The Marketing Content

“Our cereal tastes great!”

Old way Today

16MM Purchases Diet Foods

“Join our Challenge”

Data and: The Marketing Content

“Our cereal tastes great!”

Old way Today

16MM Purchases Diet Foods

17MM Special K

Cereal Consumers

“Join our Challenge” “Try our new

products”

Data and: The Marketing Content

“Our cereal tastes great!”

Old way Today

16MM Breakfast Bar

Consumers

16MM Purchases Diet Foods

17MM Special K

Cereal Consumers

“Join our Challenge” “A convenient

solution” “Try our new

products”

Data and: The Marketing Content

Superbowl XLVIII

+

LBGT 13M

Women

Surfing 6.2M

Native

American 5M

Middle East

Descent 14.4M

Mexican

USH 9.8M

Newlyweds 7.6M

New

Parents 18.5M

Parents

Nat. Parks

1.7M

Asian

Americans 4.6M

Middle East

Descent 14.4M

LBGT 13M

Mexican

USH 9.8M

Data and the Marketing Execution

Data and: The Marketing Execution

WHO to communicate

with

WHERE to best reach the consumer

WHAT to tell the consumer

WHEN to talk to them

VS

Beyond just Programmatic, a data-driven ecosystem will decide in real-time:

Data and: The Marketing Execution

Data Management

and Decisioning

DMPs

Data and: The Marketing Execution

Data Management

and Decisioning

DMPs 1st Party Data 3rd Party

Data

Data and: The Marketing Execution

Data Management

and Decisioning

Programmatic Messaging/ Placement

DSPs Content Management

Addressable TV Etc.

Data and: The Marketing Execution

Performance Reporting and Optimization

Data Management

and Decisioning

Programmatic Placement/ Messaging

Analytic Platforms

Data and: The Marketing Execution

Performance Reporting and Optimization

Effectiveness Evaluation

Data Management

and Decisioning

Programmatic Placement/ Messaging

Attribution Models Lift Analyses

Data and: The Marketing Execution

Performance Reporting and Optimization

Effectiveness Evaluation

Data Management

and Decisioning

Programmatic Placement/ Messaging

Attribution Models Lift Analyses

Analytic Platforms

DSPs Content Management

Addressable TV Etc.

DMPs

At Kellogg, Programmatic placement and performance optimization have proven you CAN do

something about viewability results

Data and: The Marketing Execution

Effectiveness Evaluation tells us this improved execution is worth significant value

100% 118% 141% 168%

At least

50%

At least

55%

At least

65%

At least

70%

Effect of Viewability on

Campaign Sales

Effectiveness

Eff. Index

Data and: The Marketing Execution

Art? Or Science?

STRATEGY

CONTENT

EXECUTION

Thank You

The Future of Data Driven Creativity