01-04- 03.04 - I-COM Global Conference, Seville, Spain Subject: “Addressing Emerging Market Measurement Challenges & Opportunities” – Moderated discussion and presentation http://i-com.org/i-com-global-summit-seville/ Short description: Marta Klepka will discuss with Julian Garritz from Garritz Online Media, Mexico, one of the leading media agency working all across LATAM and US Hispanics, about the main chances awaiting digital media and their measurement on so called “Emerging Markets”. LATAM and CEE are regions, where more advanced economies are neighbouring with less digital literate markets, which results in exchange of plenty of cases and ideas on how to use the opportunities that the leaders in measuring digital communication.

1. ADDRESSING EMERGING MARKET MEASUREMENT
CHALLENGES AND OPPORTUNITIES
Julian Garritz
Marta Klepka

2. Multilevel Analysis
To understand the challenges & opportunities in measuring online
campaigns on Emerging Markets we should look at them in a multilevel
array
DIFERENT LEVELS
 Channel
 Cross Channel
 Multiscreen
 Cross Media
channel
Every
Every screen
Every touch point

3. Channel level challenges
Lack of adserving
budget for impact &
click measurement
Low transparency
and difficulties in
handling
discrepances
Validation of click
quality in the post-
click activity
Global vs local tools

4. Ahigh CTR does not always
mean good audiences,
effective copy, ….
More ROI-oriented campaigns
Better CRM, Retargeting and social
engagement
Opportunities
Better coordination between
corporate areas
Using View Through as KPI
Associating impact to post-click activity

5. Incongruences and
difficulties at the
post-click analysis
Conversion
attribution and
consumer journey
Audience retargeting
architecture
Cross-channel level challenges

6. Cross-channel post-click analysis
 Identifying strategic cross and multichannel audience clusters at web
analytics level vs location, date and time, impact and click activity
 Qualifying these audiences in terms of ROI
Identifying strategic audience
clusters focused on ROI
Opportunities
Measurement analysis & creativity
Purchase
= 0
SEO
SEM
Brand
Purchase
= 1
SEO
SEM
Brand
Click
Display

7. Unique User
identification
Funnel definition and
Convertion
attribution
Unique user
identification
Funnel definition and
conversion
attribution
Multiscreen Level Challenges

8. Identifying users across screens
Using technologies that
allow multiscreen targeting
(e.g. logged in audiences)
OPPORTUNITIES
 Funnel Definition
 Increase ROI
 Better CRM
Where is my
audience?

9. Different screens and different experiences imply
different user intentions
OPPORTUNITIES
Funnel definition and conversion attribution
More ROI-oriented campaigns
Better CRM, Retargeting and
social engagement
Quantify and qualify activities in
specific screens
Relate to consumer journey

10. Campaigntracking,channelattributionand
tracinguseractivitiesareamongthe key
opportunities fordigitalindustry inEmerging
Markets
AgenciesroleistoadvocatetheClient to
investinD&Aandtest,test,test
Multiscreen marketing and
measurement technologies are
currently in high demand
Plenty of chances for creative entrepreneurs

11. • Tools and Technology capabilities
as the foundation
• Advertisers and their Agencies
should build strong partnerships
with external experts
• Strong analytics and modelling
capabilities are the key
• Agency role is to make the
tools work together
Own data strategy to pilot media activation
Modelling
GLANCE
Ac vate
&
Pilote
Collect
&
Measure
Organize
&
Visualize
REPORTING
TOOL

12. THANK YOU! QUESTIONS? CONTACT US
Julian Garritz, General Manager Garritz Online Media,
julian@garritz.com
Marta Klepka, Publicis Groupe CEE Digital Director & VivaKi
Regional Lead, marta.klepka@vivaki.com