Nielsen Visual IQ Presents: The digital era poses challenges when tracking, analyzing and optimizing marketing performance. Keep up with measurement to avoid falling behind. We’ll discuss the constantly changing digital landscape, analytics and attribution, and will provide insights and tips of marketing effectiveness.

1. Crossing the New Digital Divide:
Your Guide to Marketing Effectiveness
THE Q4 ECOMMERCE BRAND ACCELERATOR VIRTUAL SUMMIT

2. Summit Details
Tuesday, September 25th
10 - 10:45 AM PT
● CPC Strategy: Maximize Conversions by
Balancing Your Ecommerce and Amazon Strategy
11 - 11:45 AM PT
● Trustpilot: Optimizing the Path to Conversion
Leveraging Social Proof to Increase Sales
Wednesday, September 26th
10 - 10:45 AM PT
● AdEspresso: 6 Ways To Retarget Audiences Using
Facebook Ads To Maximize Revenue During Q4
11 - 11:45 AM PT
● Privy: How Top Ecommerce Merchants Approach
Cart Abandonment
12 - 12:45 AM PT
● Nielsen Visual IQ: Crossing the New Digital
Divide: Your Guide to Marketing Effectiveness

3. ● Session Recording & Slides Will Be Sent Out
● Submit Questions to Our Panelists
● Resources Available as Handouts
● Join in the Poll Question!
Analicia Santaella
Webinar Coordinator
Today’s Logistics

4. Wayne St. Amand
CMO
Today’s Speaker

5. Today’s Agenda
● How Marketers Can Take Charge in the Digital Era
● New Tactics for New Times
● Challenges and Role-Based Scenarios
● Upgrading Your Attribution

6. Poll Question
Please share your perspective by taking part in our poll.
Thank you.

7. Marketing to the Empowered Consumer:
How Marketers Can Take Charge in the
Digital Era

8. The World Wide Web
1990 1996 2002 2007
Google
2007
iPhone
LinkedIn
2004
Facebook
Twitter
2009
Real-time Bidding (RTB)
5 sources (2010) →
12 sources (2013)
3.5 billion searches/day
1.2 trillion searches/year
worldwide
~3 hours/day
on mobile
1 billion hours of
YouTube videos/day

9. TEXT
Can go here
According to a recent study, 46
percent of CMOs report they are
not prepared to pursue digital
marketing opportunities
46%
SOURCE: Accenture

10. New Opportunities
• New ways to reach consumers
• New ability to track consumers
• New methods to measure performance

11. Addressable Media
vs.
Traditional Media

12. New Challenges
● Using Accurate Metrics
● Understanding How Offline and
Online Channels Interact
● Tracking and De-duplicating
Individuals Across Channels & Devices
● Understanding Consumer Attributes
and Preferences

13. New Times Require New Tactics

14. Online Display Ad Social Site Visit Email Online Search Purchase
Media Exposure Conversion KPI
0.17 0.26 0 0.2 1=0.28

15. TEXT
Can go here
First-Party Data
(CRM data, etc.)
Cross-Device
(# & types of devices, etc.)
3rd
Party Audience Data
(age, gender, marital status, etc.)
Offline Sales Data
(in-store purchases, etc.)
User ID:
1234
User ID:
ABCD
User ID:
5678
User ID:
WXYZ

16. UID
AFFLUENT MOMS
SMALL BUSINESS
OWNERS
• Reach by email
• Needs email frequency x
• Responds to creative 123
• In-store buyer
• Xyz keywords highly effective
• Xyz publishers effective
• Needs display frequency x
• Campaign abc not effective
• Responds to retargeting
• Channel xyz highly effective
• Mobile media effective
• Converts online
HIGH LTV
CUSTOMERS

17. Benefits of Multi-Touch Attribution
● Accuracy
● Frequency
● Granularity
● Audience Identification

19. Challenges and Role-Based Scenarios

20. What is holding your organization back?

21. Marketing Effectiveness Challenges
● Brands and agencies work in silos
● Channels use different metrics
● Data cadence varies across channels

22. Marketing Effectiveness Challenges
● Different Metric Usage
○ Traditional Data: Flawed, Siloed, Summary Level,
Duplicated vs Addressable: Accurate,
Cross-Channel, Cross-Device, Individual Level,
Deduped
● Goal Metrics (KPIs) vs. Buying Metrics

23. Use Case Scenarios
● CMO - Budget Allocation
● VP - Cross-Channel Interaction
● Channel Manager - Email

24. Is it Time For an Upgrade to Attribution?

25. It’s time for an Upgrade
● Uncover the true performance of all your
marketing and advertising
● Gain deeper insights into your most valuable
customers and prospects
● Get a people-based view of the consumer
journey across all touchpoints
● See how online actions influence offline
behaviors and vice versa
● Optimize experiences and drive results

27. Download our latest eBooks or request a demo at:
visualiq.com/resource-center
Additional questions?
wayne.stamand@nielsen.com
Twitter:
@VisualIQ
#Attribution

28. Questions for Today’s Speaker?
Wayne St. Amand
CMO