Unified Marketing Framework is used to determine where there are redundancies in ad spending versus where there are gaps. So budgets can be reallocated rationally, without having to do advanced math.

1. marketing.scienceconsulting group, inc.
Unified Marketing Framework
2015 Update
January 2015
Augustine Fou, PhD.
acfou @ mktsci .com
212. 203. 7239

2. What is it?

3. January 2015 / Page 2marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Unified Marketing Framework™
The Unified Marketing Framework is a simple way to
visualize where (in the funnel) customers’ “missing links”
are and whether current marketing tactics map to them.
1. Plot current marketing tactics (both traditional and digital) on the
Unified Marketing Framework “bulls eye”
2. Compare with customers’ missing links and where/how they
search for information
3. Determine which tactics map well to these missing links and which
tactics are “off target” – this should lead to discussions about
budget re-allocation
Further reading: http://www.clickz.com/clickz/column/2116804/unified-marketing-integrated-marketing

4. January 2015 / Page 3marketing.scienceconsulting group, inc.
Dr. Augustine Fou
1st screen 2nd screen 3rd screen
• Television
• Print
• Radio
• Display Ads • Search Ads
• Search Optimization
• Email
• Social Media Marketing
• Mobile Marketing
awareness consideration choice purchase advocacy
• In-store
… that ties all tactics together
Digital is the “thread”…

5. January 2015 / Page 4marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Digital is a Philosophy
Most marketers start with the product and then identify customer segments to market to; “Digital is
a Philosophy” means putting the customer in the center. Then considering that an act of loyalty of
one customer can impact the awareness of the next customer; the linear funnel can be turned into a
cycle.
Product-Outward Customer-Centric
PRODUCT
CUSTOMER
BRAND
PRODUCT PRODUCT
customer
segment
customer
segment
customer
segment

6. January 2015 / Page 5marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Unified Marketing Framework™
ON-SITE
Any content and marketing
done on your own website,
where you have the most
detailed and immediate
analytics.
OFF-SITE
Any content and marketing not
on the website but on
properties that you own and
control (e.g. YouTube channel);
has less immediate/detailed
data.
THIRD-PARTY
Any content and marketing in
channels like TV, print, and
radio where third parties are
required to measure impact.

7. January 2015 / Page 6marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Unified Marketing Framework™
Facebook
TV Advertising
Acquisition Emails
PR
Direct Mail
YouTube videos
YouTube videos
Paid Search
Organic Search
Outbound Calling
Twitter
Retail Programs
Sample tactics are
plotted based on
HOW they are used

8. How to use it

9. January 2015 / Page 8marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Step 1: Complete “missing links” exercise
1. Put yourself in the shoes of a specific target customer ...
what are the bits of information YOU would search for on
Google when considering buying _a specific product ?
awareness consideration choice purchase loyalty
motor oil What’s out there? Can I mix?
How/where to buy?
How do I show peers?
Which is best for me?I can choose an oil?
2. Map each missing link to a part of the purchase funnel
Further reading: http://www.slideshare.net/augustinefou/missing-link-marketing-2015-update-augustine-fou

10. January 2015 / Page 9marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Step 2: Plot current marketing tactics (offline and online)
TV Advertising
PR
Direct Mail
YouTube videos
Sample tactics plotted

11. January 2015 / Page 10marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Step 3: Assess overlap vs gaps and re-allocate budgets
1. If tactics appear in areas of the “bulls eye” where there
are no missing links, those tactics are redundant and
not useful (e.g. awareness tactics like TV ads when there
are no awareness missing links).
2. Re-allocate budget FROM areas where there are no
missing links TO areas where the missing links are.
3. If tactics appear in areas where there are missing links,
keep doing those and find ways to further optimize to
efficiently address those missing links and drive
business metrics/KPIs.

12. January 2015 / Page 11marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Guidelines for Use
1. If you had one dollar to spend and a choice of 2 tactics,
it is always better to spent it on a tactic that is closer
towards the middle: for example if you needed to
choose between content creation (for the website: on-
site) or paid ads (third-party), the former is better.
2. Re-allocate budget to ensure that tactics are selected
based on where the missing links are. For example, for
big brands like Apple, IBM, Pepsi, most of their
customers’ missing links are not “awareness” but yet
the vast majority of their ad spend is against awareness.
Re-allocate more budget to other parts of the
customers’ funnel (or purchase journey).

13. January 2015 / Page 12marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Dr. Augustine Fou – Digital Consigliere
“I advise clients on improving their digital
strategy and marketing by leveraging two
frameworks I developed – Missing Link
Marketing and Unified Marketing.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: https://www.linkedin.com/today/author/84444-augustinefou
212. 203. 7239 | acfou @ mktsci. com