WHAT MATTERS MOST IN DIGITAL ADVERTISING REAL RETURNS.

WHAT MATTERS MOST IN DIGITAL ADVERTISINGREAL RETURNS

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THE EVOLUTION OF THE MEDIA LANDSCAPE

#Consumer360

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PRESENTATION SPEAKERS

Scott McKinleyNielsen

Advertiser Solutions

Ross LinkNielsen

Global MROI Solutions

Bob RupczynskiKraft Foods Group

Kathy FrenchNielsen

Advertiser Solutions

#Consumer360

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MORE PRECISE MEDIA CREATING MORE GRANULAR DATA

SMALL DATA

MEDIUM DATA

BIG DATA

NATIONAL

MARKET

STORE

HOUSEHOLD

INDIVIDUAL

TV, Radio, Print

In-store Merchandising

Direct Mail, Digital, Social & Mobile

#Consumer360

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INTELLIGENT PRIORS CALIBRATION DIGITAL MEDIA CONSORTIUM MULTI-TOUCH ATTRIBUTION

MODELING

BRIDGE TRADITIONAL & NEW MARKETING REALITIES

Full outlet & touchpoint CONTEXT

with enhanced digital inputs

Full outlet & touchpoint

CONTEXT with DEEP DIGITAL GRANULARITY

Deep digital granularity

Full outlet & touchpoint

context

ONE VERSION

OF TRUTH

CURRENTMulti-touch Attribution Modeling

Enhanced Marketing Mix Model

EMERGINGEnhanced Marketing

Mix ModelingNext Generation

Marketing Mix Model

FUTURE

#Consumer360

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DIGITAL MEDIA CONSORTIUMTHE MOST COMPREHENSIVE STUDIES OF THEIR KIND

12Brands

3.79Billion

FacebookImpressions

536Million Google

Impressions

2.4BillionTotal Sales

132Mix

Models

11.3Million

Data Observations

MORE ACCURATE

BETTER METHODOLOGY

GREATER EFFICIENCY

OU

TCO

MES

#Consumer360

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NETWORK PATH ILLUMINATES PATH TO PURCHASETHE INFLUENCE OF ONE ACTIVITY ON ANOTHER

TV FACEBOOK GOOGLE SALES

TV GRPs Drive Facebook Impressions

Facebook Impressions Drive Search Clicks

Google Search Clicks Drive Sales

NETWORK PATH EXAMPLE

#Consumer360

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A SAMPLING OF WHAT WE LEARNED

Direction of arrows indicates how volume shifted from one node to another as a result of Network Analysis

h

60%3%

37%

other digital Facebook

#Consumer360

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A SAMPLING OF WHAT WE LEARNED

Direction of arrows indicates how volume shifted from one node to another as a result of Network Analysis

a

g

d

h

f

j

k l m n

13%

87%

15%

14%4%

67%

15%4%

2%

80%

6% 1%

93%

60% 3%

37%

7%

5%

4%

84%

5% 2%

93%

47%

3%

0%

50%

40% 2%

58%

4%3%

93%

sampling

other digitalbroadband

halo tvPR

online video

PR

online videoother digital

#Consumer360

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RECOMMENDED METHODS YIELD BETTER MODELS & GREATER CONTRIBUTIONS

* Brands that could not be read using recommended method are excluded

16%

Facebook Google

Mean Relative Contributions*Recommended vs. Other Variants

31%UNDERESTIMATION

OF ROI FROM

VARIOUS METHODS

AVAILABLE TODAYO

UTC

OM

E

#Consumer360

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THE BASICS OF ATTRIBUTION MODELING

WHAT IS IT? OUTCOMES

• Big data

• Connects person-level exposure to purchase

• Real time

• ROI

• What’s working or not

• Path to purchase

• Predictive optimization

• 1:1 precision

#Consumer360

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THE PROMISE OF MTAMAPPING THE NEW CONSUMER JOURNEY FROM THE IMMENSE MEDIA LANDSCAPE

MEDIA TOUCHPOINTS SHOPPING BEHAVIORS

E-commerce Purchase

In-store Purchase

PURCHASE BEHAVIOR

Out of Home

Online

TV Direct Mail

Tablet

Mobile

Search

Website Store

#Consumer360

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NEW TOOLS ARE ACCELERATING THE SPEED WITH WHICH WE CAN ACQUIRE, PROCESS & ANALYZE DATA

Panels

Aggregate

Big data

Granular

PPTs

Insights

Dashboards

Action Weekly/Monthly

ManualMachine learning

Real-time

#Consumer360

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MAKING SENSE OF THE NEW WEALTH OF INFORMATION

Identified new opportunities

Partnered with the best modelers

Created the solution

#Consumer360

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MTA ATTRIBUTES SALES TO CAUSES, GOING DEEP ON DIGITALDisplay

adIntended customer

Video ad

Real-time Analytics: Attribution Value (incremental sales)

Social Email Search Brand web site

E-commerce store

Physical store

$88

$134

$48

$32

$0

$64

Purchase

$30

$60

$9$51

$93

$57

#Consumer360

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• Marketing ROI• Attribution by touchpoint• Allocation recommendation• “What if” scenario planning

Aud. Digital Offline Sales

UID

Demos

Behaviors

Display

Search

Social

Web site

Email

TV

Print

Radio

Mail

Price

Promo

Ecom

In-Store

R1 x x x x x x x x

R2 x x x x x x x x x

R…

x x x x

Name Email UID

J. Doe [email protected] R1

I. Smith [email protected] R2

C. Ko [email protected] R3

Exposure Data Sales Data

MARKETING INTELLIGENCE PLATFORMCLIENT DATA MARKETING DATABASE

Med

ia C

ost

Buyi

ng

Inst

ructi

ons Marketing

Mix Model

MTA PLATFORM

Rem

ove

Pers

onal

Id

entif

ying

Info

rmati

on

DASHBOARDS

MMM INTEGRATIONPROGRAMMATIC BUYING

#Consumer360

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ROI SUMMARY

#Consumer360Masked for example purposes

$$$

$$

$

$#.##M $#.##M +10k% #.##k% -1k% #.##m ###k

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ROI BY DISPLAY SITE & DEVICE

#Consumer360Masked for example purposes

Digital Source 1

Digital Source 2

Digital Source 4

Digital Source 6

Digital Source 8

Digital Source 10

Digital Source 3

Digital Source 5

Digital Source 7

Digital Source 9

PPC brand/Device 1

PPC brand/Device 2

PPC brand/Device 3

Video-com…/

Device 4

Video-com…/

Device 5

Video-com…/

Device 6

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ROI OF SEARCH

Masked for example purposes

keyword combination1

keyword combination2

keyword combination4

keyword combination3

##,### $0.## $##,###

##,### $0.## $##,###

##,### $0.## $##,###

##,### $0.## $##,###

#Consumer360

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PROJECTED ROI

Masked for example purposes #Consumer360

+$###,###+##.#%

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WHAT THIS MEANS FOR KRAFT

Revenue contribution for every touchpoint

Total ROI, Channel, Device & Exposure

Synergy

Predictive optimization

Programmatic, rules-based precision

#Consumer360

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WHERE WE’RE HEADED

ROI FOR EVERY TOUCHPOINT

FORWARD-LOOKING OPTIMIZATION

RULES-BASED PRECISION MARKETING

Integration with mix

modeling for non-digital

touch points

Experimentation with

set-top box, over-the-top & addressable

TV data

Addition of other variables

Integration of Online

Campaign Ratings, brand

equity & others

OU

TCO

MES

#Consumer360

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KRAFT: REVOLUTIONIZING MARKETING

MISSION JOURNEY OUTCOME

#Consumer360

AUDIENCE Q&A