Presentation at the Philippine Junior Marketing Association (PJMA) STRATMARK 2012, Arena Mall of Asia, Manila, Philippines

1. Hello.
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3. Digital
Dive in
2001
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5. ? ??
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7. Advertising
& Math
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10. Ad Man
meets
MATH Man
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13. Creativity = a „kick-ass‰
creative agency.
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15. Mass Media Advertising
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16. Classic Linear Model
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17. „The Great
Growling Engine
of Change is
Technology.‰
Alvin Toffler „Future Shock‰ 1970
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18. http://www.youtube.com/watch?v=OYecfV3ubP8
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19. Math Men
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20. ItÊs not a linear world anymore.
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21. The power is with the consumers
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22. http://youtu.be/PYMVsO8vVNI
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24. Online Measurement
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25. Delivery Response Behavioral Conversion
Metrics related to Ad-related audience Metrics that define Ad-driven “sales”*
the media delivery of response metrics the user’s behavior metrics; determine
your campaign; create within the client’s ad the effectiveness of
planning efficiencies or on its Web site media against con-
and optimize media sumer response
= clicks/impressions (CPA) = cost/
conversions
1000 impressions) = views/impressions
conversions/impresions
= cost/clicks usage (e.g., store
(Impressions/reach) locator) value = total revenue/
conversions
Composition of post- Rich media interac-
click/post-impression tion effect on site be-
click to determine messag- haviorSite interaction
ing strategy effects on conversion on paid search
duplication performance
conversion analysis
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26. DEFINITIONS & BEST PRACTICE
Audience and Action
2.4.2.3 Web Analytics
-
ductive campaign elements and pathway.
Visits
Web site data tells us how successful our cam-
paigns have been in driving traffic the client’s
site or designated landing page.
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27. Audience and Action
CPC (R)
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28. Traffic Reports
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29. Facebook Page Reports
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30. Facebook Page Reports
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31. Facebook Page Reports
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32. Search Volume
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33. Search Volume
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34. Online Video
Reports
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35. Conversations
Monitoring
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36. Conversations
monitoring
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37. The New Imperative
Dashboard Analytics
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38. #1.Complex Behavioral System
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39. Havas Digital
Insight
CROSS MEDIA
ATTRIBUTION
Building bridges across Paid, Owned and Earned Media
to optimize media mix efficiencies and effectiveness
May 2012
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40. _______
#2.Think Simple.
Orchestration.
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41. ______ Planning.
#3.Media
Behavioral
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42. #4.Shift in Thinking.
Digital creativity is a plan for arranging elements in
such a way as best to accomplish a particular purpose.
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43. #4.Shift in Thinking.
Search, Explore, Discover, Learn, Discuss, Experience
Creativity is The Medium.
http://youtu.be/6fK3TNjR2JY
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44. Measuring Success :
Case Studies
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45. The
Role of
Digital.
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46. Define The Role of Digital
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47. The Role of Digital
1. Acquire & Engage
2. Orchestrate not Amplify
3. Community-Centric
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48. Digital Objectives
1. Largest FMCG Page
2. Engagement & Interaction
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49. http://youtu.be/rRVGvmY7V1M
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50. Real Time is Magical. coupled
with location data becomes transformational.
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52. http://www.youtube.com/watch?v=Sh-JRoY7_LU
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53. Points to remember
! Complex Behavioral System
! Think Complex
! Behavior Planning
! Shift in Thinking
! Creativity is the Medium
! Define The Role of Digital
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54. http://youtu.be/oUNm_n61maU
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