Presented at TMKedu by Carolyn O'Leary on July 9, 2014.
This presentation tackles one of the very first questions we need to ask before developing a planning strategy, "who are we talking to?" It explores the best way to conduct a target analysis, from utilizing available research, to mining for insights, to identifying new audience opportunities. It also takes a look at the evolution of targeting in the digital age and how big data has changed the way we reach potential customers.
Marketo - The definitive guide to digital advertisingDuy, Vo Hoang
Advertising has evolved. No longer is it restricted to print publications, static billboards, radio, and television. Modern technologies have opened the door to a whole new era of advertising–digital advertising. Digital advertising allows marketers and advertisers to reach and appeal to their core audiences in new ways and with more precision.
The challenge of meeting the modern buyer's expectation of a continuous, cross-channel, and personal experience is met with new ad technology and innovations that continue to advance at break-neck speeds. New ad technology platforms, types of ads, methods of tracking, dynamic ad content, and advances such as the Internet of Things now provide endless opportunities for marketers and advertisers to engage their customers personally and across channels.
In this comprehensive, 110+ page guide, we cover topics from the evolution of digital advertising, to how to structure your digital marketing team, to testing and optimization. Loaded with checklists, charts, and thought leadership from digital advertising experts, The Definitive Guide to Digital Advertising will teach you how to create strategic and dynamic digital advertising.
With the proliferation of e-Commerce platforms making it easier that ever to sell products online, it is increasingly difficult for brands to stand out.
In this week's webinar, Ogilvy Consulting's Pierre Kremer will take us through the retailing landscape and how brands can matter in e-Commerce.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
This report highlights major trends worth taking into consideration in order to understand today’s digital market and get a sense of how the industry will evolve in the future.
Marketo - The definitive guide to digital advertisingDuy, Vo Hoang
Advertising has evolved. No longer is it restricted to print publications, static billboards, radio, and television. Modern technologies have opened the door to a whole new era of advertising–digital advertising. Digital advertising allows marketers and advertisers to reach and appeal to their core audiences in new ways and with more precision.
The challenge of meeting the modern buyer's expectation of a continuous, cross-channel, and personal experience is met with new ad technology and innovations that continue to advance at break-neck speeds. New ad technology platforms, types of ads, methods of tracking, dynamic ad content, and advances such as the Internet of Things now provide endless opportunities for marketers and advertisers to engage their customers personally and across channels.
In this comprehensive, 110+ page guide, we cover topics from the evolution of digital advertising, to how to structure your digital marketing team, to testing and optimization. Loaded with checklists, charts, and thought leadership from digital advertising experts, The Definitive Guide to Digital Advertising will teach you how to create strategic and dynamic digital advertising.
With the proliferation of e-Commerce platforms making it easier that ever to sell products online, it is increasingly difficult for brands to stand out.
In this week's webinar, Ogilvy Consulting's Pierre Kremer will take us through the retailing landscape and how brands can matter in e-Commerce.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
This report highlights major trends worth taking into consideration in order to understand today’s digital market and get a sense of how the industry will evolve in the future.
Digital Marketing has been a savior for every business
against the harsh impacts of Covid. The trends of
digital marketing are changing. Don't miss out on
these changes and get your business ready for 2022.
Have you fallen victim to Social Media ‘sensationalism’? Find out why this rising phenomenon is causing waves online, and how to navigate the hype to stay ahead of the game in State of Social’s 10th edition!
Lead by Chris Walts, Social Strategy Director at Ogilvy UK, we explore the effect of sensationalism and what it means to marketers. Plus, the latest format updates from all the major platforms and a look at some best-in-class creative from the last quarter.
THE ANALYSIS, DESIGN & EVALUATION OF CUSTOMER INTELLIGENCE PLATFORM THAT HEL...ellestyle
Technology will continue to advance and influence peoples’ lives. Innovation has changed how people run their lives, but one thing will never change – the human heart. The great innovation comes from the heart and consumer love innovations that will make their lives convenient, pleasurable, and connected to the world.
Performics & Kohl's talk about the journey that agencies and retailers are taking to omni-channel performance marketing success to align with shopper needs.
The Democratization of Local Commerce | Steven JacobsStreet Fight
The structural dynamics of the physical marketplace, the stuff that goes on underneath the waterline, is poised for transformation. As the web works its way into the daily lives of buyers and sellers, those systems will become widely accessible and relatively undifferentiated — or democratized.
Marketing ROI is the practice of attributing revenue growth to the impact of your marketing initiatives.
Practically, marketing ROI is used to justify the budget allocation for ongoing and future initiatives.
So it’s important to know how to calculate the ROI accurately.
Especially for activities that do not directly provide the metrics of calculation.
This guide teaches you the basics of calculating Marketing ROI in simple terms.
Dallas retail Summit - Succeeding in the Infinite Marketing Future Mathew Sweezey
This is a variation of the Infinite marketer series specifically tailored to retail marketers, and presented at the Texas A&M Retail Summit 2015. This is a forward to the upcoming book Infinite Marketer to be published in 2016
Future of Tracking: Transforming how we do it not what we doKantar
The slides from ‘Digital Transformation of Tracking’ webinar presented on BrightTalk on 28th February 2017. In this webinar Mark Chamberlain and Alex Taylor discuss how changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, research is in the midst of its own transformation affecting not what we do but how we do things.
It’s no secret that marketers go to bed every night, dreaming of endless warm leads to pass to sales. We’re all email geeks at heart, but how can you turn those dreams into a reality? CommuniGator are at it again, join us for this webinar to learn our own tried and tested tricks for increasing your sales-ready leads (how nice are we)!
Digital Marketing has been a savior for every business
against the harsh impacts of Covid. The trends of
digital marketing are changing. Don't miss out on
these changes and get your business ready for 2022.
Have you fallen victim to Social Media ‘sensationalism’? Find out why this rising phenomenon is causing waves online, and how to navigate the hype to stay ahead of the game in State of Social’s 10th edition!
Lead by Chris Walts, Social Strategy Director at Ogilvy UK, we explore the effect of sensationalism and what it means to marketers. Plus, the latest format updates from all the major platforms and a look at some best-in-class creative from the last quarter.
THE ANALYSIS, DESIGN & EVALUATION OF CUSTOMER INTELLIGENCE PLATFORM THAT HEL...ellestyle
Technology will continue to advance and influence peoples’ lives. Innovation has changed how people run their lives, but one thing will never change – the human heart. The great innovation comes from the heart and consumer love innovations that will make their lives convenient, pleasurable, and connected to the world.
Performics & Kohl's talk about the journey that agencies and retailers are taking to omni-channel performance marketing success to align with shopper needs.
The Democratization of Local Commerce | Steven JacobsStreet Fight
The structural dynamics of the physical marketplace, the stuff that goes on underneath the waterline, is poised for transformation. As the web works its way into the daily lives of buyers and sellers, those systems will become widely accessible and relatively undifferentiated — or democratized.
Marketing ROI is the practice of attributing revenue growth to the impact of your marketing initiatives.
Practically, marketing ROI is used to justify the budget allocation for ongoing and future initiatives.
So it’s important to know how to calculate the ROI accurately.
Especially for activities that do not directly provide the metrics of calculation.
This guide teaches you the basics of calculating Marketing ROI in simple terms.
Dallas retail Summit - Succeeding in the Infinite Marketing Future Mathew Sweezey
This is a variation of the Infinite marketer series specifically tailored to retail marketers, and presented at the Texas A&M Retail Summit 2015. This is a forward to the upcoming book Infinite Marketer to be published in 2016
Future of Tracking: Transforming how we do it not what we doKantar
The slides from ‘Digital Transformation of Tracking’ webinar presented on BrightTalk on 28th February 2017. In this webinar Mark Chamberlain and Alex Taylor discuss how changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, research is in the midst of its own transformation affecting not what we do but how we do things.
It’s no secret that marketers go to bed every night, dreaming of endless warm leads to pass to sales. We’re all email geeks at heart, but how can you turn those dreams into a reality? CommuniGator are at it again, join us for this webinar to learn our own tried and tested tricks for increasing your sales-ready leads (how nice are we)!
Webinar: How Benchmarking Can Inform Your Social StrategyFalcon.io
Quick question: how does your brand’s social presence stack up against your competition? Surface-level metrics can be valuable but don’t tell the full story and oftentimes you might be in the dark. By conducting a competitive benchmark analysis, you can better understand your own strengths and how to stand apart from the crowd.
Watch full webinar: https://www.falcon.io/webinars/benchmarking/
One page template: Marketing Strategy, the formula to strategise your marketing strategy successfully. Follow these steps to generate a comprehensive marketing plan for your business. Includes your research through to action plan and key performance indicators.
This presentation is one of the 9 part series "digital marketing in a nutshell" covering the essential business owners needs to understand about social media marketing.
Lecture on Marketing Strategy for the course CE 405 by Dr. Raquibul Hossainnazifa tabassum
These slides give an insight on marketing and the different strategies for successful marketing as a part of the course CE 405 (Business and Career Development).
Learn about PYLON for LinkedIn Engagement Insights, a new API solution available through our Analytics Partner DataSift.
We’ll take a deep dive into this new analytics offering that allows marketers to use the privacy-protected LinkedIn data of 467M professionals worldwide to cut through the mass of data points and hone in on those that truly matter: allowing you to make data-informed decisions based on the genuine needs of audiences.
Learn how you can:
-- Discover your audience: Gain insight into where to invest your advertising dollars by discovering the audiences that are the most engaged with your content.
-- Create better content: Design successful content campaigns and develop messaging that resonates with your audiences by determining what topics they are interacting with.
-- Build your brand: Discover how audiences engage with your brand, products or services (or those of your competitors) through company, industry and competitive insights.
In this presentation, the team from DataSift will explain how you can identify and measure the right metrics, keeping a pulse on the needs and interests of your target audiences.
Integrated Marketing
Every year we talk about it, add it to our strategic road map and tell our peers we will become much better at it, but does it really happen? Hear one leading expert's successes in multi-channel marketing and integrated strategies, as well as the steps taken to get off the bench and into the game.
* Susan Prater, Director of Marketing, Masco Cabinetry (@susanprater)
Webinar: Mining Customer Insights: How to Uncover Opportunities from Shopper ...Daniel Caridi
eMarketer moderates a special presentation with Dylan Hoeffler, product marketing manager at Bazaarvoice, who provides examples of how brands like Tommy Bahama and Flexon have made business decisions using customer insights.
Kill Your Darlings: Making a Strategic Choice About Which Profiles You Don't ...Falcon.io
Social media has given brands the ability to reach their consumers almost anywhere in the world. While that, at first glance, might make social seem like the golden goose, many are realizing that trying to be everywhere and reach everyone can negatively impact their performance. With finite resources, brands risk spreading themselves too thin in an attempt to be omnipresent. To address this, more and more brands are working to identify and focus on the areas with the greatest opportunity for growth, both on and off social media. Consequently, many brands are closing and consolidating many of their profiles, making a conscious choice of where not to be and not to focus.
Tune in to this session to hear Casper Vahlgren, Senior Strategist at Falcon.io, outline how selectiveness and prioritization should be key components of the strategic process for any brand and the impact this can have on their social media ecosystem and tactics.
Similar to Competitive, Targeting and Landscapes...Oh My! (20)
The cookiepocalypse is coming and third-party cookies' reign over the web will come to a close. Are you ready for a cookieless future? This presentation from Media Kitchen explores why cookies are crumbling, the resulting impact across the ecosystem, and early steps advertisers can take to prepare.
CCPA and the Future of Privacy-First Digital AdvertisingThe Media Kitchen
What is CCPA?
The California Consumer Privacy Act (CCPA) - which goes into effect on January 1, 2020 - grants California residents (“consumer”):
● Control over:
○ What entities are collecting their data
○ What type of data is being collected and for what purpose
○ Who the data is being sold to / shared with and for what purpose
● The ability to delete the consumer’s data and/or stopping any selling/sharing of data
Under CCPA, data collection and data sharing become fully transparent to the consumer, and, most importantly, companies must process opt-out requests within 45 days.
Presented by Samantha Stockman: June 11, 2019
Everyone says that TV is dying, but we disagree. TV is not dying, but how we consume content is shifting to OTT. This deck from The Media Kitchen's OTT Committee will give a background on the rise of OTT, arm readers with the basics to navigate and evaluate partners in the ever-changing space, and provide a view on where we think OTT is headed.
Presented to the Miami Ad School by Brandon Schifrien: August 8, 2017
A topline overview of programmatic media, along with a description of why creatives should understand what it is and how it impacts them (DCO). The latter half of the presentation includes a brief overview of DCO, before concluding with key takeaways from the presentation.
Presented by Bruce Harwood: June 29, 2017
Have you heard about traditional media but aren't quite sure what it is? This session on how to plan and buy traditional media will give you some context on why advertisers use it and how you should think about it. As each medium is different in its own way and we will explore the nuances of each and how they are adapting in today's digital landscape.
Presented by Ashley Sobel: July 7, 2017
Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This class will focus on three key digital tactics: site direct display, digital video, and paid social. Specifically we'll cover the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
Presented by Annie McAndrews: July, 25, 2017
Everyone is searching, but who knows exactly what they’re looking for? Paid search allows advertisers to step in and help point users in the right direction. In this class, we’ll discuss how paid search works and why it should be a part of your client’s digital strategy. We’ll also review the different ways advertisers utilize paid search to help us find the object of our desire, be it shoes, burritos, or even a college degree.
Tmk.edu Startup + Brand Collaborations: October 2016The Media Kitchen
Presented by Jessica Peltz: October 7th, 2016
This class will cover how to understand and work with the range of startups you see everyday. We'll talk about how to vet a startup for business and production traction, how to gauge the depth of their team and experience, how to research their funding and traction, and how to figure out the best way to work with them. We'll also discuss how startups perceive agencies and brands and how to create a good working relationship with startups.
Presented by Ashley Sobel: July 26, 2016
Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This class will focus on three key digital tactics: site direct display, digital video, and paid social. Specifically we'll cover the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
TMK.edu Promotions and Sponsorships: September 2016The Media Kitchen
Presented by Ludmila Palasin: September 14, 2016
How do you identify the right partner? How will we know if the event/sponsorship is successful? This session will go through some strategic guidelines and hidden pitfalls of this branch of marketing. There will also be some cases studies – good and bad – to give you additional insight and knowledge in order to create successful campaigns.
Presented by Rohit Bagalkot: September 29, 2016
Everyone says programmatic is the future of media buying. But what exactly is it? How does programmatic work? And what do things like DSP and DMP mean? This class will go through the basics of programmatic buying, specifically a brief history of how programmatic came to be, the flow of programmatic, its components, and some behind-the-scenes look at how it is optimized.
Presented by Catherine Romero: September 21, 2016
This class will cover the Billing process; how to handle and process the Vendor invoices; the Reconciliation process; how to read and understand the financial reports; and review the guidelines to billing and budgeting.
Presented by Bruce Harwood: July 2016
Have you heard about traditional media but aren't quite sure what it is?
This session on how to plan and buy traditional media will give you some context on why advertisers use it and how you should think about it.
As each medium is different in its own way and we will explore the nuances of each and how they are adapting in today's digital landscape.
Presented by Jonathan Kim: December 2015
The most talked about, hyped, and controversial ad tech today is Ad Blocking. Just how fast is it growing, and how is it going to be dealt with?
This presentation will address the present state of ad blocking while making a few educated guesses on how the online ad industry will evolve from this.
Presented by Monique Lemus: June 24, 2015
This presentation covers how communications planning is the basis for how we approach media campaigns for our clients, why communications strategy is important from the onset and what factors should be considered when building our communications plan. We will also cover the notion of POEM and how to develop communication plans that work cohesively across paid, owned and earned media, to get the best results from all aspects of our clients' media presence.
TMK.edu Site Direct, Video, & Social Presentation: July 2015 The Media Kitchen
Presented by Ashley Sobel: July 29, 2015
This presentation will address how consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This presentation will focus on three key digital tactics: site direct display, digital video, and paid social. Specifically we'll cover the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
TMK.edu Traditional Media Buying Presentation: August 2015The Media Kitchen
Presented by Ludmila Palasin: August 12, 2015
This presentation provides a recap of our suite of research tools to be sure that everyone knows what is available. But there is a lot more out there – a lot of it for free. This presentation will go into depth on what these are and how to access and use them.
Presented by Josh Engroff: August 19, 2015
This presentation provides an introduction to the general concept and principles of analysis, as well as the strategic benefits that can be realized from its fundamental applications. In it, we examine some informative cases illustrating the value organizations have been able to achieve by embracing and practicing diligent analytics. Additionally we share some of the most practical tools, techniques and methods commonly employed in manipulating and analyzing data in pursuit of pivotal underlying insights that fuel superior decision-making.
The way we perceive strangers has changed drastically with the booming sharing economy and services that entrust strangers to take on specific tasks.
There’s a lot to be discussed, and we hope you find the content in this volume thought-provoking.
There are links on the slide with a variety of apps so don’t forget to try ‘em out!
Explore our comprehensive data analysis project presentation on predicting product ad campaign performance. Learn how data-driven insights can optimize your marketing strategies and enhance campaign effectiveness. Perfect for professionals and students looking to understand the power of data analysis in advertising. for more details visit: https://bostoninstituteofanalytics.org/data-science-and-artificial-intelligence/
Techniques to optimize the pagerank algorithm usually fall in two categories. One is to try reducing the work per iteration, and the other is to try reducing the number of iterations. These goals are often at odds with one another. Skipping computation on vertices which have already converged has the potential to save iteration time. Skipping in-identical vertices, with the same in-links, helps reduce duplicate computations and thus could help reduce iteration time. Road networks often have chains which can be short-circuited before pagerank computation to improve performance. Final ranks of chain nodes can be easily calculated. This could reduce both the iteration time, and the number of iterations. If a graph has no dangling nodes, pagerank of each strongly connected component can be computed in topological order. This could help reduce the iteration time, no. of iterations, and also enable multi-iteration concurrency in pagerank computation. The combination of all of the above methods is the STICD algorithm. [sticd] For dynamic graphs, unchanged components whose ranks are unaffected can be skipped altogether.
Adjusting primitives for graph : SHORT REPORT / NOTESSubhajit Sahu
Graph algorithms, like PageRank Compressed Sparse Row (CSR) is an adjacency-list based graph representation that is
Multiply with different modes (map)
1. Performance of sequential execution based vs OpenMP based vector multiply.
2. Comparing various launch configs for CUDA based vector multiply.
Sum with different storage types (reduce)
1. Performance of vector element sum using float vs bfloat16 as the storage type.
Sum with different modes (reduce)
1. Performance of sequential execution based vs OpenMP based vector element sum.
2. Performance of memcpy vs in-place based CUDA based vector element sum.
3. Comparing various launch configs for CUDA based vector element sum (memcpy).
4. Comparing various launch configs for CUDA based vector element sum (in-place).
Sum with in-place strategies of CUDA mode (reduce)
1. Comparing various launch configs for CUDA based vector element sum (in-place).
2. WHERE WE ARE IN THE PLANNING PROCESS
2
Kick off Meeting Brand Immersion
Strategic
Development
Tech
Infrastructure
Development
Develop Tactical
Media PlansImplementation
Measure,
Analyze, and
Optimize
7. PURPOSE
BRANDS DO NOT OPERATE IN A VACUUM. A STRONG COMPETITIVE
ANALYSIS PROVIDES KNOWLEDGE FOR PLANNING AND HELPS US
(AND OUR CLIENTS) MAKE BETTER DECISIONS.
7
9. KNOWING THE COMPETITION CAN HELP BRANDS...
IDENTIFY
THEIR NICHE
9
ANTICIPATE THE
MARKETPLACE
STAY INNOVATIVE
10. OUR ROLE AT TMK
OUR CLIENTS KNOW THEIR COMPETITORS. IT IS OUR
JOB TO KNOW THE MEDIA MARKETPLACE.
- WHAT IS OUR COMPETITION DOING?
- WHAT DOES IT SAY ABOUT THEIR STRATEGY,TARGET AND APPROACH TO
MEDIA?
- HOW DOES IT COMPARE TO WHAT WE ARE DOING?
- HOW CAN IT BETTER INFORM WHAT WE DO IN THE FUTURE?
10
12. NAVIGATING THE LANDSCAPE
THE MEDIA LANDSCAPE IS GROWING MORE COMPLEX BY THE DAY, SOWE NEED TO LOOK
TO MULTIPLE SOURCES TO TRULY GET AN IDEA OFWHAT OUR COMPETITORS ARE DOING
12
14. 14
STEP ONE: PREP WORK
22
FINALIZE COMPETITIVE SET
• Enlist the client and make sure you are on the same page before pulling any data.
• Identify core vs secondary competitors vs aspirational brands
DETERMINE TIMING
• Figure out how many years of data you need to view to identify trends
• Calendar year vs recent data?
• Is everything available in Kantar?
OUTLINE THE KIND OF DATA THATWOULD BE USEFUL TO THE CLIENT
• Level of Detail (basic spend data vs media properties)
• Social Media
• Search
15. 15
STEP TWO: PULL THE RAW DATA AND MAKE SURE IT IS RIGHT
22
STARTWITH KANTAR AND PULL ADDITIONAL DATA AS NECESSARY
DO THE NUMBERS LOOK RIGHT?
• Your own brand is a good starting point.
• Don’t underestimate the power of common sense.
• If you submitted numbers in the past, do they match what was pulled this time?
• Troubleshoot if the data looks wrong. Are all the brands included?
PROVIDE THE PROPER CONTEXT
• % change YOY
• SO$ and SOV
• Determine any areas where data may be less accurate.
16. 16
STEP THREE: BUILD THE CHARTS
22
PRESENT THE DATA IN AN EASY TO FOLLOW WAY. OFTEN TIMES SIMPLE IS BEST.
• Think about how you would explain the chart to the client.
LOOKING GOOD IS HALF THE BATTLE
• Pretty charts get client oohs and aahs.
• Illustrate the data in a way that your client can grasp even without explanation.
• Is everything properly labeled and sourced?
• Are the chart components big enough that they are easily identified?
CONSISTENCY IS BEST
• Show data in similar charts for each brand or category
• If share of media is a pie chart in one part of the deck, keep it consistent throughout.
• Source, source, and source some more.
17. 17
STEP FOUR: ANALYZE THE DATA
22
MINING FOR INSIGHTS IS THE MOST IMPORTANT PART OF THE ANALYSIS.
• Clients can read the numbers themselves. They rely on us to extract meaning and insights from
the data.
• If your left with questions about a brand’s activity, chances are your client will be too. Do a little
more digging.
START BROAD ANDWORKYOURWAY INTO MORE DETAILS
• Category insights, trends and broad comparisons are a good way to start.
• Individual detail by brand can come later.
• Be sure to include a clear summary of insights at the end of the deck.
ALWAYS TIE THE DATA BACK TOWHATWOULD BE MOST USEFUL TO THE CLIENTS (AND
TOYOU IN PLANNING)
• Constantly ask yourself what the data means and what kind of implications it could have for
media decisions
• Make sure the client understands how category trends affect what they are doing. Often times
clients use this information as a tool for internal support.
18. 18
STEP FIVE: FILL IN THE BLANKS
22
THE TOOLS DON’T ALWAYS CAPTURE EVERYTHING
• Kantar has limitations, especially in tracking heavy digital spend, events, content creation and
bigger partnerships.
• If the numbers really seem off, call in reinforcements
• Try to identify gaps in the data and do additional research
GOING THE EXTRA MILE
• Do an audit of owned and social media assets (website, FB/Twitter/Instagram/YT/Pinterest)
• Check the trades. Have your competitors done anything interesting lately that was picked up in
the press?
• Keep your eyes open, especially on media where you know the category frequents.
• Rely on the sales community. Many have a strong grasp on what other brands in your category
are doing.
21. 21
*Per Client Direction
Plus Size Specific General Aspirational
CONSIDERATION SET*
^
^J Crew only looked at directionally ; not included in category spend analysis
22. 22
CONSTRAINTS TO CONSIDER
Plus size specific product spending is not reported for general brands. Spend reflects all women’s specific and general
spending for ASOS, H&M, Eileen Fisher, Nordstrom's, Macy’s, Kohl’s, Talbots, Chico’s, Forever21, and Old Navy
Digital spending tends to be under represented - numbers should be taken directionally
Social & mobile specific spending is not recorded in Kantar and therefore not reflected
Desk Research & Industry News
QUALITATIVE RESEARCH QUANTITATIVE RESEARCH
METHODOLOGY
23. 23
• Lane Bryant falls in the middle of
the category at $8.3M in spend,
on par with non plus size specific
brands such as Ann Taylor at
$10.8M and Eileen Fisher at
$6.9M
• As a group, the 17 brands spent
$392M in 2013
• The competitive spending
landscape is dominated by Old
Navy at $165M last year, making
up 42% of category spend
$165,906(
$73,650(
$42,440(
$29,208(
$23,204(
$17,036(
$13,837(
$10,871(
$8,308( $6,960(
$3,649( $2,277( $1,069( $1,069( $637( $292( $92( $47(
$0.00(
$20,000.00(
$40,000.00(
$60,000.00(
$80,000.00(
$100,000.00(
$120,000.00(
$140,000.00(
$160,000.00(
$180,000.00(
Old(Navy(
M
acys(
Kohls(
H&M
((
Nordstrom
(
W
hite(House(Black(M
arket(
Chicos(
Ann(Taylor(Lane(Bryant((Eileen(Fisher(
Forever(21(
Asos.com
((
Catherine's(Talbots(Store(
Avenue(
Eloquii((
Torrid((Gw
ynnie(Bee((
Dollars'(000)'
Plus Size Brands
General Brands
FY 2013 TOTAL SPEND BY BRAND
Source: Kantar
24. 24
•While nearly 50% of category spend falls into TV, 75% of this
is driven by Old Navy
•TV spend ranged from $139M for the highest spender (Old
Navy) to $8-$9M for brands likes White House Black Market &
Chico’s
• Plus size specific brands showed no reported spend in TV
• 96% of spending fell into Display, Search, or Magazine
PLUS SIZE SPECIFIC VS GENERAL BRANDS: MEDIA MIX
48%
4% 1%
6%
19%
18%
4%
Int Display
Int Search
Magazines
Newspapers
Outdoor
Radio
TV
Media Mix - Category Overall Media Mix - Plus Size Brands Only
76%
11%
10%
1%
2%
Magazines
Outdoor
2%
Radio
1%
Int Display
Int Search
Source: Kantar
25. 25
• The 17 brands demonstrated similar
trends across the board
• Major spend spikes happen in
March, September, and December,
corresponding with Spring and Fall
line launches, and Holiday pushes
CATEGORY SEASONALITY
$70,000
$60,000
$50,000
$40,000
$30,000
$20,000
$10,000
$0
Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec.
Spring Fashion
Fall Fashion
Holiday
Category Spend - Seasonality
Source: Kantar
26. 26
Limited plus size focus
For non plus size specific brands, promoting the plus size category offerings does not seem
to be a focus in messaging/advertising.
For plus size specific brands, spend is significantly lower than general brands.
CATEGORY TRENDS
TV for the big spenders
While TV spend appears to make up a large bulk of the
category spend, it doesn’t reflect the entire group- with primarily
only the largest spenders investing in TV.
Of the brands with less TV spend, we see an effort to align TV
with other media and platforms, to engage users beyond the :
30s spot
White House Black Market #wearwhatworks hashtag
promoted on TV spots
27. 27
Shift to programmatic buying
While digital spend is a smaller slice of the pie for many of the larger fashion brands, programmatic
approaches are a common theme suggesting that display campaigns are a lower funnel tactic used to
complement offline and social efforts
Print in the forefront
Despite the decreasing amount of time that consumers are spending with print, brands continue to
prioritize print in their media mix
CATEGORY TRENDS
28. 28
CATEGORY TREND: SOCIAL PLATFORMS ENGAGE
Brands are engaging their users to sell a lifestyle rather than product as hero, utilizing social media for
everything from branding to driving response. Programs run the gamut from blown out content creation
platforms, to photo submission contests, to simply keeping a finger on the pulse of fashion trends through
reblogs from other influencers.
Asos Curve #Makemeacurvemodel: UK Model search
on Instagram, 7,900 submissions
Ann Taylor, “Smartest Thing She Ever Said”: Tumblr
blog curated by artists & story editors; 25M
impressions and almost 200K blog mentions
29. 29
Mobile experiences are not just for the younger demo. Many brands are expanding their mobile efforts beyond
SMS to include beacon technology, integrated apps, user generated content, etc throughout the media plan.
CATEGORY TRENDS: UNIVERSAL MOBILE
Chico’s Mobile Programs using to
beacon technology for
personalized messages and
engaging and personalized
“Customer Closet” app
Interactive digital signage also
being introduced into retail stores,
like Chico’s
30. 30
CATEGORY TRENDS: PROMOTIONAL
Brands also feature promos, giveaways, discounts, or coupons to entice users to engage with the brand and
take action both online and in store. Some brands are getting creative with how they deliver the promotions,
using digital technology or blogger influence to reach their consumer.
Eloquii Blogger Promotions: Promotional
offers via Fashion bloggers
Avenue SMS Program: Weekly promotional messages,
30% MOM growth in membership
31. 31
CATEGORY TRENDS: SHOPPABLE CONTENT
Social content is no longer just for engagement; brands are using their social platforms to also push products
via shoppable content. Video content, streamable fashion runway shows, and shoppable Pinterest boards are
just some of the ways brands are letting their owned media work for them.
Target has been
experimenting with
shoppable video
series
J. Crew launched a shoppable Pinterest
board
Burberry Spring shoppable runway show
streamed live on Facebook
Kate Spade Saturday e-
shoppable store window
32. 32
Title
Insertion Date:
FP4C Cost:
Circulation:
MARKETPLACE LANDSCAPE SUMMARY
• Category spend is dominated by larger, more general
retail stores. General brands don’t show specific
messaging for Plus Size offerings and plus size specific
brands show limited spend
• Only the top 6 spending brands are investing in TV,
focusing on a mix of network and cable. The lowest TV
spend of the competitive set is larger than Lane Bryant’s
reported media spend in 2013
• Lane Bryant has the opportunity to be a leader in the Plus
Size Market, but will need to choose media where we
can make an impact in order to compete against the
general women’s brands
• Consider more targeted methods of TV buying (e.g.
programmatic) that allow for a more focused and efficient
TV presence, in order to break through the marketplace
clutter
• Magazines are still a category favorite, especially
when looking at Plus Size specific brands- representing
a large bulk of category spend
• Lane Bryant has the opportunity to breakthrough by
focusing on more efficient media where our target
is spending the most time
OBSERVATION IMPLICATION FOR LANE BRYANT
33. 33
Title
Insertion Date:
FP4C Cost:
Circulation:
• Despite the proportionately low digital spend for the
category, owned and earned digital media programs
are prevalent among the competitive set and appear
to be the driving force for how brands are engaging
with their consumers
MARKETPLACE LANDSCAPE SUMMARY
• Paid, owned and earned media must work
cohesively to engage the Lane Bryant consumer and
stand out from other women’s retailers. For the launch of
Be Phenomenal, all media should work together to earn
additional engagement
• The category is not prioritizing digital- online spend only
makes up 4% of total category spend
• Lane Bryant can own the digital space and be a
category leader in a space that’s less cluttered than other
mediums
OBSERVATION IMPLICATION FOR LANE BRYANT
• Brands are using mobile as a stand alone tactic, but
programs vary- ranging from traditional SMS
programs to technologically advanced use of beacons
for 1-to-1 messaging
• Include mobile strategies as another consumer
touchpoint for 360 engagement in the Spring
34. 34
Total Spend: $4.0M
Top Spending Category: Magazines - $2.3M
Peak Months: Feb-Apr, Aug-Oct
# of Stores: 333
Key Takeaways:
• In 2013 J.Crew spent most of their budget in print with titles such as Vogue, InStyle, Martha Stewart Weddings, and New York Times, hinting at a
targeting strategy focused on sophisticated mid to upper class women with a focus on wedding planning.
• In 2014 J.Crew is starting to shift their budgets to rely more heavily on digital and social spending, due to the insight that consumers who are engaged
with the brand socially tend to spend twice as much.
• J.Crew has a robust social strategy and utilizes various platforms to feature background stories about the collection, interviews with fashion influencers,
event promotions, and product promotions.
J. CREW FY 2013 SPEND
Source: Kantar
1%
22%
57%
7%
13% Search
Outdoor
Newspapers
Int Display
Magazines
35. 35
Having found that their socially engaged customers spend 2x all
others, as of 2014 J. Crew shifted to a heavy digital focus and
utilizes eCommerce throughout social.
Pinterest Catalogs
J. Crew pins their entire catalogs onto Pinterest, linking directly
to their product pages and inviting their Pinterest followers to call
or email to have a personal stylist help them with their looks.
#JCrewStyle
The #JCrewOnFilm series posted on Youtube and their website
strikes a balance between interesting content and product, which
all linked out to the J. Crew product pages.
Discovered
The Discovered” page on jcrew.com is a curated collection of
items inspired from pieces around the world. The page includes
a summary of each item’s story with links to purchase directly.
J. CREW - SHOPPABLE CONTENT
39. WHAT DOES IT MEAN FOR MARKETERS?
39
The specific group of individuals to whom the advertising message is directed
women
women
18-34
current
customer
lookalikes
new, younger,
hipper, more
fashion-forward
women
18-34
who love dogs and
have low credit
scores
dog lovers
people who need an
internet provider
40. STEPS TO UNDERSTANDING THE TARGET
Gather available
information from all
relevant parties
Outline key
prospects based on
brand research and
identified brand
attributes
Create a target using
psychographic statements &
behaviors using qualitative
and quantitative tools
Deep dive into target datapoints to
understand target and determine key
media touchpoints from output data
Refine and Test
1
2 3
4
41. START WITH THE CLIENT BRIEF
41
And ask lots of provocative questions
during an immersion meeting...
Do you know who is buying your product?
Does it align with your idea of who should be buying your product?
Is their untapped potential within you current audience? Have we
captured all low hanging fruit?
Are there other characteristics of your customers that present
opportunities to expand the targeting pool?
Does the brand/product appeal to any groups that aren’t currently
aware?
Do heavy users look different than light ones? Are some segments
more important than others (to brand image? to revenue
potential?)
Are we missing opportunity because are target definition is too
narrow?
Qualitative
Data:
Focus Groups
Trend Research
Ethnographies
Competitive Analysis
Quantitative
Data:
Syndicated data
Client Based Data
Site Analytics
Testing
Audience Insights
Pixel??!
42. NEXT BUILDYOUR TARGET...
42
When building your target, you should keep in mind a
few factors:
• Segmentation: Are there varying segments of
consumers who could serve as a potential target? Do
current customers look different than prospective?
• Influencers: Who are the “alpha consumers” who will
help spread the word or be most easily influenced by
the advertising
•Target Population: Is the population size of the target
realistic given factors such as current sales and
budget?
• Demographic Qualifiers: Is it important to include
an age, gender, or geographic qualifier?
DEFINING A TARGET
AUDIENCE
Syndicated Studies
(Quantitative)
• Simmons
• MRI
•Monroe Mendelsohn (MMR)
• Erdos & Morgan
• ComScore/Fusion
• Big Data
43. UNDERSTANDING THE DATA
43
1. Sample population size
2. Projected population size
3. Coverage (% reach of target
audience)
4. Composition (how much of this
audience is made up of our target)
5. Index (based off composition,
comparison to general population)
Regardless of the study, syndicated research output tends to have the same format and show
the same data measurements
Target
audience
Total
population
Tips:
• Only use for directional purposes
• Sort by index for quick data glance...but don’t
forget to think about reach, especially when looking
at media properties
• If you forget what each line measures...remember,
its all in the numbers!
44. BUILDING A TARGET ANALYSIS
44
One you have your target you can delve into the insights to better
understand who your target audience is and how you should
reach
speak
interact
engage
...etc
with them in your communications plan
Media Deep Dives...
to uncover what media
channels and properties they
consume to inform media
landscapes & tactical
planning
Psychographics Deep
Dive
to get a deep 360degree
perspective on who your
target is, what the
advertising y value, how
they react to, to inform
brand strategy
Day in the Life
combine media, demo,
psychographic findings to
understand target’s daily
life and potential media
touchpoints
Basic Demo
Overview
to get a general synopsis
of who your audience is
and inform buying
demos, geo-parameters,
etc
Target deep dives vary
based on your starting
point, objective of exercise
and are not exclusive of
each other
45. DON’T STOP WITH SIMMONS
45
Trending Tools (Qualitative)
• Iconoculture
• Mintel
• eMarketer
• Forrester
Audience Insights
Audience Insights can come
from multiple sources beyond
subscribed tools
• Publisher target studies
• VMM Insights
• Google Trends
47. EXTRACTING MEDIA INSIGHTS
47
When looking to create a media landscape try to answer the following...
TIME SPENT: Where is the target spending the most time? Which media is most relevant?
How does that compare to the general population?
ENGAGEMENT: How does she use each medium? What is her multitasking behavior? Are
there certain times that she is more engaged?
NEW MEDIA: How does social media come into play? Is she active on Facebook or just a
passive user? How is she consuming content online? On her phone?
PURCHASE BEHAVIOR: How does it all tie back to the purchase funnel? Where is she
converting? Where is she making purchase decisions? Where is she getting information?