The document discusses creating a culture of marketing effectiveness. It emphasizes measuring effectiveness through achieving business outcomes and return on investment, rather than just efficiency. It provides examples of key performance indicators and metrics to track at different levels from commercial objectives down to marketing metrics. It also addresses common barriers to adopting effectiveness practices and the need to improve skills and close gaps in prioritizing effectiveness measurement.

1. 1
Creating a
Culture of
Marketing
Effectiveness
#DMXDublin
@Pt78global

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3. 33
“Half the money I spend on
advertising is wasted, the
trouble is I don’t know
which half.”
John Wannamaker
1838 - 1922

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ROI is a dirty word
ROI *$%.....
..is a dirty word

5. 5
Don’t
measure
effectiveness
through
efficiency.

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Marketing Effectiveness
Successfully achieving
business outcomes
while ensuring
maximum
return on investment.

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TAB5
What does it look like?
▪ Seat at the table
▪ Common language
▪ Long-term focus
▪ Predicting not explaining
▪ Evidence-based decision making
▪ Investment of time, money & resource
▪ Permission to fail

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Why do you want it?
Forbes Marketing Accountability Report 2018

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Where are
you on the
journey?

11. Barriers
to adoption.

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One bite at a time.

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Objectives Measurement Toolkit Efficiency Capability Collaboration
Evidence-based decision making Well executed
Creating a culture of marketing effectiveness

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Effectiveness
is a team sport.

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Skills
Shortages.
Source: Marketing Sentiment Survey 2019

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Closing
the gap.
Source: AMI Senior
Marketing Monitor 2018
Feel equipped to meet this
challenge
33-45%
Measuring the effectiveness of
marketing activity is a high priority
64-72%

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Where
marketing
plays a lead role.
Source: Alternatives Salary, Market
Insights and Sentiment Survey 2018

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Objectives Measurement Toolkit Efficiency Capability Collaboration
Evidence-based decision making Well executed

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Waterfall of Objectives™
Commercial Objectives
Marketing Objectives
Marketing Metrics
Business Objectives

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Waterfall of Objectives™
Commercial Objectives
Marketing Objectives
Marketing Metrics
Brand
Awareness
Consideration
Favourability
Reputation
Purchase Intent
Loyalty
Churn / Retention
CSS / CX
NPS
Product
Product per
customer
Up-sell
Acquisition
CPA / CPL
Lead Gen
Conversion
NPS
Volume
Occasions
Frequency
Value
Ave Product
Margin
Price Premium
PPU
Customer
% HVC
Ave sale value
Customer margin
Channel
% Direct sales
Retail penetration
Customer
Loyalty
Customer
Acquisition
Portfolio Growth Volume Product Value Customer Value Channel Value
Market Share Category Growth New Markets Distribution Price Sensitivity Segment Value
Sales Margin Cost
Business Objectives

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Waterfall of Objectives™
Commercial Objectives
Marketing Objectives
Marketing Metrics
Brand
Awareness
Consideration
Favourability
Reputation
Purchase Intent
Loyalty
Churn / Retention
CSS / CX
NPS
Product
Product per
customer
Up-sell
Acquisition
CPA / CPL
Lead Gen
Conversion
NPS
Volume
Occasions
Frequency
Value
Ave Product Margin
Price Premium
PPU
Customer
% HVC
Ave sale value
Customer margin
Channel
% Direct sales
Retail penetration
Customer
Loyalty
Customer
Acquisition
Portfolio Growth Volume Product Value Customer Value Channel Value
Market Share Category Growth New Markets Distribution Price Sensitivity Segment Value
Business Objectives
Sales Margin Cost

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Waterfall of Objectives™
Brand
Awareness
Consideration
Favourability
Reputation
Purchase Intent
Loyalty
Churn / Retention
CSS / CX
NPS
Product
Product per
customer
Up-sell
Acquisition
CPA / CPL
Lead Gen
Conversion
NPS
Volume
Occasions
Frequency
Value
Ave Product Margin
Price Premium
PPU
Customer
% HVC
Ave sale value
Customer margin
Channel
% Direct sales
Retail penetration
Customer
Loyalty
Customer
Acquisition
Portfolio Growth Volume Product Value Customer Value Channel Value
Market Share Category Growth New Markets Distribution Price Sensitivity Segment Value
Sales Margin Cost
6%
18% category
+20,000
Consideration +4%
Purchase Intent +3%
CPA €42

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BRAVE SELECTIVE CONSISTENT RELEVANT
Measurement

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What’s in
the Annual
Report?
Source: Sky Annual Report 2018

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What’s in
the Annual
Report?
Source: Sky Annual Report 2018

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What’s in
the Annual
Report?
Source: John Lewis Annual Report

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Your toolkit.
Measure what you should,
not what you can.

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Channel
Planning
Consumer
Insights
& Research
Econometrics
MMM
Optimisation
Tech
Data & Analytics Reporting
Challenge your toolkit.

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Evaluating your toolkit.
▪ What are all the data sources
in your wider organisation?
▪ Broad purpose of tool?
▪ Inputs?
▪ Outputs?
▪ Requirements?

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The 60 Minute
Investment
Audit™
Measure what you should,
not what you can - innovate
for new investment models
Maximum positive effect -
focus on the big wins and key
risks
Streamlined – conduct as
quickly as possible, adopt
technology solutions where
possible.
Stop Start Continue – teams,
agencies and auditors
collaborate to improve ROMI
Key Areas Checklist Consider
Value Benchmarks Regularly benchmark value v market norms.
Return
Evaluation &
Optimisation
Test & learn built into our day to day operations.
Resource
Roles &
Responsibilities
Clearly defined across internal and agency teams.
Objectives
Understood by all working on business.
Accountability aligned with responsibility.
Transparency Supply chain
Contracts regularly review, ask direct questions, expect full
disclosure.
Understand margins, in/out-of-scope.
Control
Spend match
Have a single real-time view of budget. Regularly match plan v
invoice v delivered.
Delivery check A systematic approach to checking delivery.
Campaign control Structures for changing and optimising mid –campaign.

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Objectives Measurement Toolkit Efficiency Capability Collaboration
Evidence-based decision making Well executed
Creating a culture of marketing effectiveness

32. The 5 steps from
here?

33. ▪ Meet with your CFO
▪ KPIs on one (small) page
▪ Re-think your tools
▪ 60 minute investment audit
▪ Skills Audit
The 5 Steps from here?