As a result, Microsoft is able to make data based decisions about the right balance between brand-building advertising and promotion. Kathleen will report on how they have unified these with a holistic approach that incorporates both short-term and long-term outcomes with a more granular model of direct and indirect effects. Microsoft’s marketing evaluation systems had been balkanized with separate success measures, derived from separate systems, managed by separate research teams.
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MICROSOFT: Realizing the Full Value of Advertising: A Granular MMM Success Story Session Leader: Greg Pharo, Global Director, Media Analytics & Advertising Research at The Coca-Cola Company Ten thought-leaders shared their solutions to these contemporary, business critical, challenges.
Key concepts that cannot be left by the wayside include synergies, halos, carryover, emotional response, loyalty, price, distribution, and every other marketing KPI essential to business success. Narrow focus on immediate traffic or sales leaves behind everything we know about how advertising and the rest of the marketing mix work together to influence consumer attitudes and behaviors, short-term and long-term.
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Accelerating Modeling the Full Value of Marketing Investmentsĭo we have the analytics toolkit we need to produce a complete view of marketing effects? How do elements work together, and do we know how to orchestrate their use holistically? Where are we seeing success with more granular MMM, more aggregated MTAs and unified modeling?
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