Advertising Analytics 2.0 – It takes a game plan

One of our clients, a consumer electronics giant, had long gauged its advertising impact one medium at a time. As most businesses still do, it measured how its TV, print, radio, and online ads each functioned independently to drive sales. The company hadn’t grasped the notion that ads increasingly interact.

For instance, a TV spot can prompt a Google search that leads to a click-through on a display ad that, ultimately, ends in a sale. To tease apart how its ads work in concert across media and sales channels, our client recently adopted new, sophisticated data-analytics techniques. The analyses revealed, for example, that TV ate up 85% of the budget in one new-product campaign, whereas YouTube ads–a 6% slice of the budget–were nearly twice as effective at prompting online searches that led to purchases.

And search ads, at 4% of the company’s total advertising budget, generated 25% of sales. Armed with those rich findings and the latest predictive analytics, the company reallocated its ad dollars, realizing a 9% lift in sales without spending a penny more on advertising.

by Wes Nichols

Full Story: http://hbr.org/2013/03/advertising-analytics-20/ar/1

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Inteneo Systems – Big Data/Business Intelligence Expertise from Big Sky Country http://www.inteneosystems.com 406-531-8119

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Advertisers’ use of Big Data requires critical game plan

Much has been written about the transformational role of Big Data in improving business performance, but the usefulness of data analysis has spread to almost all aspects of business. Most recently, ad-development managers have been able to make use of Big Data to measure and improve the performance of their traditional and digital advertising programs and tie them more closely to corporate goals. A thought leadership piece by Wes Nichols published in the March 2013 issue of the Harvard Business Review highlights a new framework for designing and implementing cutting-edge advertising analytics.

Mitchell Osak

Full Story: http://business.financialpost.com/2013/05/23/advertisers-use-of-big-data-requires-critical-game-plan/?goback=.gde_3184708_member_243789381&__lsa=9e1a-224e