How to combine consumer surveys, internal and external data and consumer knowledge to optimise media and brand strategy. Learn from academic and scientific principles and apply to your tracking solutions.

1. Optimising Brand Strategy and Media Investment
OR
Why don’t spiders stick to their own web?
simon.mcdonald@dvj-insights.com
@mcdonaldsimon

2. Why don’t spiders stick to their own web?

3. Put your hands up, put your hands up!

4. Introducing ourselves
Dutch theme park, amazing people for over sixty years
Over 4.7 million visitors annually
Simon McDonald, UK MD of DVJ Insights
Working with SKY, Financial Times, MUBI, Samsung, Nestle

5. Growth is most important KPI When determining marketing
success
We want the highest return on our media
investment
And if we don’t measure, we can’t optimise

6. Too often our solutions only answer part of the problem
No possibility to enrich the data
No insight into relationship between
sources
Few models to understand data
And we make a lot of mistakes in research

7. And we make a lot of mistakes in market research
• Huge, long, boring questionnaires
• Inappropriate methods and outcomes
• Don’t take account of the way consumers brains work
• Don’t take account of the way different media work
• Don’t integrate other data from outside the survey
• We don’t take advantage of the science and academic studies available to us

8. Science can help us to close these gaps

9. We take following steps to overcome these mistakes and
knowledge gaps
1
2
Determining a measure for all contacts
with a brand
Integration of all relevant sources
3
Determine what relationships there are
between the sources
Determine how many contacts are needed
to be effective
4
Predicting potential effects for the new
plan
5

10. Step one
1
2
Determining a measure for all contacts
with a brand
Integration of all relevant sources
3
Determine what relationships there are
between the sources
Determine how many contacts are needed
to be effective
4
Predicting potential effects for the new
plan
5

11. Combining survey data with external data
BRAND
CREATIVE
MEDIA
Integration
survey
based
data
external
data
Reality analytics
MEDIA Analysis combined with scientific knowledge

12. For efteling this means integrating all relevant data
MIND
Almost three years of
tracking data and historic
data for Efteling
MEDIA
The media plan across all
touchpoints
INTENT
Facebook and website engagement
(total through to homepage,
accommodation, tickets)
BEHAVIOUR
Bookings, visitors, online sales

13. Step two
1
2
Determining a measure for all contacts
with a brand
Integration of all relevant sources
3
Determine what relationships there are
between the sources
Determine how many contacts are needed
to be effective
4
Predicting potential effects for the new
plan
5

14. A traditional approach to tracking
Effect
Time
Timelines
Media Investment

15. The KPI’s that play a role in the influence of the number of
visitors differ by region
Visitors
park
Website visits Publicity/acquainta
nceship
Facebook
visits Attitude
Consideration
Preference
Advocacy

16. An important question was which KPI had the most impact on the
number of visitors
Website
Visits
Visitors
park
Publicity/acquainta
nceship
Attitude
Consideration
Preference
Advocacy

17. “Lagged Effects” MUST BE taken into account over time
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10Week 11Week 12Week 13Week 14Week 15
Mind Intent Gedrag
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10Week 11Week 12Week 13Week 14Week 15
Mind Intent Gedrag
Before the shifting of data
After the shifting of data
Behaviour
Behaviour

18. Creating a very clear view of the customer journey
Visit
Online booking
Orientation on the visit
itself
Facebook orientation
Orientation on
a day trip
Reminisce
Reminisce

19. Step three
1
2
Determining a measure for all contacts
with a brand
Integration of all relevant sources
3
Determine what relationships there are
between the sources
Determine how many contacts are needed
to be effective
4
Predicting potential effects for the new
plan
5

20. Again, science can help us make sense of different outcomes from
media campaigns
We know that not all media channels create the same engagement
We know about the power of creative in achieving impact
We know that campaigns have different rates of decay
But we hardly ever
intergrate these
facts into tracking

21. Each medium is unique with its own engagement and memorisation
For example a 60” cinema ad is more engaging than a
single exposure to a banner ad
Even within different types of media, there are different
formats
Media must be reweighted
to calculate the real media
confrontations

22. The power of creation differs enormously

23. Best performing ads need 300 less GRP’s to reach the same
awareness!
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
100 GRP 200 GRP 300 GRP 400 GRP 500 GRP 600 GRP 700 GRP 800 GRP 900 GRP 1000 GRP 1100 GRP 1200 GRP
Below Average
Average
Above average
300 less GRP’s
But we hardly ever test and integrate the power of
creative to understand brand and media outcomes

24. People have memories – incorporate decay effect into RPS
They do not lose their memory at midnight on Sunday
Each brand and category has its own decay effect
Over 260 identified
measures of
advertising elasticity

25. Take these principles into account to create the reality
performance score
Calculate
the sum of
all contacts
Weight
each media
type with
the Beta
factor
Correct
each
contact for
creative
strength
Add the
decay of
last week
contacts
Reality
Performance
Score

26. Take these principles into account to create the reality
performance score (RPS) and how it effects KPIS

27. And the relationship and the strength of the relationship with
all KPIs is determined
RPS
Website visits Publicity/acquainta
nceship
Facebook
visits Attitude
Consideration
Preference
Advocacy

28. Step four
1
2
Determining a measure for all contacts
with a brand
Integration of all relevant sources
3
Determine what relationships there are
between the sources
Determine how many contacts are needed
to be effective
4
Predicting potential effects for the new
plan
5

29. Calculate the optimum bandwidth for effect on chosen KPI
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
Calculate Bandwidth
RPS
• The bandwidth shows the ratio
between media contacts and media-
effects.
• This is of importance, because this
region shows the difference between
too many (upper threshold of the
bandwidth) and too few media contacts
(lower threshold of the bandwidth).
• The minimum value of RPS is when
there is a significant impact from RPS
on that KPI.
• The maximum value is that level where
correlation between KPI and RPS is not
longer increasing
Bandwidth

30. Calculate the optimum bandwidth for effect on chosen KPI – and
compare to reality performance score

31. Clear choices can now be made by understanding impact of media
oN different kpi’s
TV TVDigital
newsletter
Digital
newsletter
Print
Online search Radio
Website visits Consideration

32. Step five
1
2
Determining a measure for all contacts
with a brand
Integration of all relevant sources
3
Determine what relationships there are
between the sources
Determine how many contacts are needed
to be effective
4
Predicting potential effects for the new
plan
5

33. Once we know the bandwidth and the rps on your required kpis,
planning and optimising future campaigns becomes easy!
Current media plan
Adjusted scenario
Adjust the media plan
based on where the
rps falls within the
bandwidth

34. We take following steps to overcome these mistakes and
knowledge gaps
1
2
Determining a measure for all contacts
with a brand
Integration of all relevant sources
3
Determine what relationships there are
between the sources
Determine how many contacts are needed
to be effective
4
Predicting potential effects for the new
plan
5

35. Summary
use academic and scientific best practice to optimise your media
and brand performance

36. Why don’t spiders stick to their own web?

37. @McDonaldsimon
Simon.mcdonald@dvj-insights.com