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MarketerResearchStudy: MarketingProductivityAssessmentAttitudes J u l y 2 0 1 6 Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation Marketingproductivitystudy,sampleprofileandextent • In total N=196 respondents participated in the research. • Interviews were conducted from 6/29 to 7/20/2016 • Respondents were marketers, a mix of MMA members and non members, who have some connection with marketing productivity studies: Iamauseroftheresultsofsuchstudies 72% Iworkwiththeresultsofsuchstudies,integratingfindingsinto otherresearch Ihelpmanagesuchstudies Iampersonallyinvolvedwithconductingsuchanalyses 34% 20% 15% Question1:Whichofthefollowingstatementbestdescribesyourroleregardingmarketingproductivityassessment(e.g.Marketing/MediaMix Modeling,Attribution,orothermethods),N=196 2 Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation Summaryofkeyfindings A/BtestsandmarketingmixModelingaremorewidespreadpracticesofassessingmarketingproductivity comparedtoconvergencemethodsandMTA • Yet,aboutoneoutoftwomarketersclaimtohaveusedMTAinthelasttwoyears MarketersrelyonMMMforplanningandbudgeting,butthereislessclaritywhenitcomestoselectinga toolforinflightmeasurementandadjustment • Overall,planningandbudgetingarestillhigherprioritiesformarketersinrelationtoagilemarketing • MarketerspartlyagreethatMTAhelpsthemunderstandonlineconversionsandadjustinrealtime,buttheyare lessclearaboutwhichtoolsolvestheirotherneedsorhowtogetinsidewalledgardens. OnaveragemarketersarenotextremelyconfidentabouttheaccuracyofROIestimatestheyreceivefor mediaandmobileisnotanexception • Thevastmajorityofmarketersthinkthatconsistencyofdatatheygetfromtheirtoolscanbeimproved • Resolvingdiscrepanciesacrossmethodsusuallyinvolvesguessingandlessscientificapproaches. Asmallshareofmarketersfeelconfidentabouthowtheymeasuremobilemarketing. • Opinionsareabitmorepolarizingwhenitcomestoinsightsaboutmobileallocationandgranularunderstanding ofmobiletactics 3 Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation A/Btestsandmarketingmixmodelingaremorewidespread practicesofassessingmarketingproductivity Weighted average ExperimentalDesign,A/Btestsandtestmarketing 8% 29% Marketing/MediaMixModeling,usuallyusingaggregateddata andregressionmodeling ‘ConvergenceMethods’acrossmarketingmixmodelingand attributionthatsometimesuseacombinationofsurveysand mergedindigitaldata AttributionorMulti-TouchAttribution,usuallyusinguserlevel digitaldata None 1-3 4-6 7-10 13% 9% 38% 14% 10% 30% 17% Morethan10 33% 25% 8% 4% 36% 15% 18% 8% 3.5 11% 3.3 30% 8% 17% 3.2 3.1 Don'tKnow Question2:Approximatelyhowmanyofthefollowingkindsofmarketingproductivitystudieshasyourcompanyconductedorreceivedfrompartnersoverthepast twoyears?N=126,totalrespondents 4 Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation AboutoneoutoftwomarketersclaimtohaveusedMTAin thelasttwoyears Multi-TouchAttributionmodeling(givesproportionalcredit usingananalyticapproach) 53% 45% LastTouchAttribution 24% FirstTouchAttribution 17% Wehaven´tusedanyattributionmethods Other(pleasespecify) 7% Q3:Stillthinkingaboutthelasttwoyears,whichof thefollowingattributionmethodshaveyouused?N=126,Totalmarketers 5 Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation MarketersrelyonMMMforplanningandbudgeting,butthereislessclaritywhenit comestoselectingatoolforinflightmeasurementandadjustment 100% 6% 90% 12% 80% 10% None 37% ExperimentalDesign 70% 60% 19% 50% 40% 62% 20% 30% 0% AttributionModeling 4% 20% 10% ConvergenceMethods(across marketingmixmodeling& attribution) 11% PlanningandBudgeting 19% Marketing/MediaMix Modeling in-FlightCampaignMeasurement andAdjustment Question4:Wenowwanttoaskyou abouthowyouusemarketingproductivityassessmenttoolstosupportyourdifferentneeds.Whattooldoyourelyonmost for planningandbudgeting? Howaboutforinflightcampaignmeasurementandadjustment?N=113,Totalrespondents 6 Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation UnderstandingwhatdrivesKPIsandplanning/allocatingaccordinglyarehigher prioritiesinrelationtoagilemarketing Notatallimportant Veryimportant Helpusplanhowtodivideupmarketingspendingacrosscommunicationchannels 4.27 Understandingwhatmarketingleversdrivelong-termbrandequityandfunnelmetrics 4.26 Supportourannualbudgetingprocess 4.15 Understandingwhatdrivesofflinesales 4 Helpusadjustourspendingduringacampaign 3.92 Properassessmentofmobilemarketingeffectiveness 3.9 Understandingwhatdrivesonlineconversions 3.77 Customersegmentlevelanalysis 3.74 3.37 Getinsideofwalledgardensforacomprehensiveanswer 0 1 2 3 Question8:Hereisalistofbenefitsthatothermarketershavesaidthattheyexpectfrommarketingproductivitysolutions. On ascalefrom1to5where5isVERY IMPORTANT,howimportantiseachofthemtoyouandyourcompany?N=103,TotalMarketers. 7 Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation 4 5 MarketersseemtoagreethatMMMcoverstheirplanningneedsandthatMTA (partly)helpsthemunderstandonlineconversionsandadjustinrealtime.There islessclarityaboutwhichtoolsolvestheirotherneedsorhowtogetinside walledgardens. Helpusplanhowtodivideupmarketingspendingacross communicationchannels 71% Helpuswithourannualbudgetingprocess 69% Workwelltounderstandwhatdrivesofflinesales 29% 12% 9% 14% 29% 43% 34% 11%7%13% 11% 16% Marketing/MediaMixModeling 24% AttributionModeling Givesusaproperassessmentofmobilemarketing effectiveness 33% Workwelltounderstandwhatdriveslongtermbrandequity andfunnelmetricslikeawarenessandconsideration 33% 33% 11% 17% 24% 16% 14% 12% Helpusadjustspendingduringacampaign 27% 39% Workwelltounderstandwhatdrivesonlineconversions 24% 47% Delivercustomersegmentlevelanalysis 23% 30% Getinsideofwalledgardensforacomprehensiveanswer 13% 14% 9%8% 0% 21% ConvergenceMethods 32% 24% 18% 18% 32% 20% 17% ExperimentalDesign 22% None 29% 62% 50% 100% 150% Question9:Thinkingabouttheallthemarketingproductivitysolutionsthatyouuseinyourcompany,whichofthem,ifany,actuallydeliversonEACHofthe following benefits?N=93,TotalMarketers. 8 Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation OnaveragemarketersarenotextremelyconfidentabouttheaccuracyofROI estimatestheyreceiveandmobileisnotanexception Digital,Notincludingmobile 6.73 TV 6.16 Mobile 5.74 Print 5.41 Radio 5.01 Outofhome 4.31 0 1 2 3 4 5 6 7 8 9 Question5:Acrossthedifferentmethodsyouuse,howconfidentareyouonascaleof1to10,where10isthehighestconfidence,thatyouaregettingaccurate estimatesofthereturnonmarketingof:N=105,TotalMarketers 9 Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation 10 Thevastmajorityofmarketersthinkthatconsistencyofdata theygetfromtheirtoolscanbeimproved Howdoyouresolveanydiscrepanciesacrossdifferentmethods? Howconsistentaretheresultsfromthemethods youuse? VeryConsistent “Wegowithourgut.Wereadthedataandmakeguesses” “Combinationofourowndatapluscommonsense” “OurPlanningreliesheavilyonbestpracticesfromindustry.” “Whenindoubtwecontinuewithwhatworkedlastyear.” 10% SomewhatConsistent 56% Notconsistent,resultscanbetotally different NotApplicable;Weonlyuseonemethod Guessingandcommonsense “Wegowiththestudythatissupportingexecutivemanagementdirection” 27% 8% InternalRulesandprotocols “Wetendtousehigherlevelmethods(mediamixmodeling)forplanning andforecastingbottomlinesales,andothermethods(A/Btesting,TV creativeperformance,brandhealth,CTRs,etc)forin-flightadjustments.” “Wegowiththemodelwearemostcomfortablewithandhavethelongest historywith.Wealsodoback-testingformodelfittodeterminethemost accuratemodel.” “Wetypicallytrustourmixmodelsfirstandthenrelyonothermethodologies tofillinthegaps.” Question6:Overall,howconsistentorinconsistentaretheresultsyougetfromALLthedifferentmethodsthatyouuseabout theeffectivenessofparticular marketingchannels?N=105,TotalMarketers. Question7:PleasedescribehowyouresolveanydiscrepanciesacrossdifferentmethodsN=50,TotalMarketers 10 Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation Asmallshareofmarketersfeelconfidentabouthowtheymeasuremobile marketing.Opinionsareabitmorepolarizingwhenitcomestoinsightsabout mobileallocationandgranularunderstandingofmobiletactics Stronglydisagree wetrusttheresultswegetregardingmobilemarketing effectiveness 3% 23% Ouranalysisisbasedonreliabledatawhenitcomesto 6% mobilemarketingeffectiveness Ifeelwehavegoodinsightsabouthowmuchadvertising spendtoallocatetomobile Ourtoolsgetatspecificsub-types ofmobilemarketing(e.g. display,video,social,geo-fenced,SMS,etc.) 14% 0% 48% 28% 9% Stronglyagree 38% 32% 28% 32% 26% 1% 2.98 24% 5% 2.93 23% 5% 2.82 5% 2.81 25% 27% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Question10:Acrossallthedifferenttoolsyouuse,howmuchdoyouagreeordisagreewitheachofthesestatementsspecificallyregardingmobilemarketing?(5 pointscale,where5meansagreecompletelyand1meansdisagreecompletely)N=87,TotalMarketers 11 Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation ThankYou! SeizingtheMobileOpportunity MobileMarketingAssociation Heretoleadthegreatesttransformationinmarketingwe’llseeinourgeneration [email protected]
