Are you still using Spreadsheets?

Posted on February 1, 2012 by ghughes Leave a comment

Let’s talk interactive.

Let’s say you’re doing everything right – you’re writing amazing
ads, making just the right bids, and even honing in on your customers through
location targeting or other advanced techniques. But even though you’re getting
a great click through rate (CTR), you’re not getting as many purchases as you
wanted. You know people are getting to your website through your ad, but you
don’t know what they’re doing once they’re there. Enter Google Analytics!

Google Analytics is a standalone Google product that shows you
data about your visitors – how many visitors are coming to your website, where
they’re coming from, what pages they’re seeing, how long they’re staying, and
where they go when they leave. With advanced features, you can even see what
paths people are taking to get from certain pages to other pages.

However you now have critical metric data in Google AdWords, and
Google Analytics AND perhaps you have a PPC Management Company and you’re
selling via Click Bank. I am writing this article and I am already confused.
What is that 4 or 5 unique data sources for your marketing analytics? Trying to
put all that data together and glean one ounce of meaningful, actionable intelligence
could take weeks or even months. What is the common solution: Microsoft EXCEL?
Copy, pasting, creating pivot tables, clicking go at 8:00 AM … going to lunch
… return from lunch … go for a smoke … and at 3:00 PM Excel is still
running.

Look Upper Quadrant is a marketing date solutions company. We work
with the largest marketing companies in the world. We manage historical data
and have managed agency transitions hundreds of times. Every marketing export
in the world, and there are only a few worth mentioned will tell you that
clean, accurate marketing data is a headache.

Let’s talk soon, please let me know your name below. Bye for now.

 

 

 

Madman - Glenn Hughes , , ,

ZenithOptimedia | Live ROI | Live Return On Investment Marketing

Posted on October 13, 2011 by ghughes Leave a comment

Hi Marketing Madman Glenn Hughes here.

I was surfing the net, which my boss doesn’t really appreciate …  company time, company resources and alike.  But this surf was actually quite productive.  Or so I would like him to think.  Nevertheless, I ran across this company call ZenithOptimedia.  The meta title of their site is “ZenithOptimedia | Live ROI | Live Return On Investment Marketing”.  Intriguing, caught my attention … being that our focus here at Upper Quadrant is Marketing Measurement, Marketing Accountability or  Marketing performance depending on your lexicon of choice.

But here is what I found most fetching, their tag line is “We invest not spend our clients budget”  So this got me to dig farther into ZentithOptimedia’s website.  They seem to have an compelling approach.

Keep in mind I am going to copy word for work the content from their site, (so all copyrights, credits, trademarks and related credits are that of  ZentithOptimedia), without all the compelling art work, and just the content,  still left me with a hunger for more information.

“1) ZenithOptimedia INVESTS, We invest not spend client’s budgets

2) OUTCOMES, We are interested in outcomes not simply outputs

3) CONNECT, We believe in creating powerful connections with consumers to make investment work harder

4) PRODUCTIVITY, We aim to increase the productivity of the marketing budget

5) EVALUATE, We strive to measure and improve returns on all activity”

So I still have this hunger, and willing to learn more, I watched their video … they have a really cool video:

Yet I was still hungry to know how do they do it.  How are they measuring ROI?  After all you need to close the loop 1) spend money on advertising with some call to action, 2) collect sales receipts of some sort.  Link 1 to 2 to calculate return on marketing investment.

So I went to case study’s and voilà!  There I found the Denny’s campaign.  They linked spend to sales receipts.   These are the guys and gals behind the Denny’s campaign giving away free Grand Slam Breakfasts.  And they launched it on Super Bowl Sunday!  FOOTBALL, plus FREE, plus DENNY’S breakfast, no wonder I was hungry.

Thank you ZenithOptimedia.

By the way I love monikers …. I think everyone should have one.
This is Marketing Madman Glenn Hughes

Madman - Glenn Hughes

Television Still The Big Bucks Leader In Ad Spend Thru 2013 | television advertising

Posted on October 10, 2011 by ghughes Leave a comment

Television Still The Big Bucks Leader In Ad Spend Thru 2013

I received this email and thought that it contained some solid information.  Question is with all this spend, what will the revenue growth be, by company, year over year?

Tracking television advertising spend to sales results can be complicated, however, companies that have UQube could answer this question in about 15 seconds.

Enjoy,
Glenn
=========================================================

Despite the stock market’s double digit drop in the last quarter, ZenithOptimedia is projecting a 2.2% increase in advertising for 2011, up from the agency’s 2.1% forecast in July. The report also forecasts a 3.5% increases in both 2012 and 2013.

The media agency sees cable TV growing 12% this year, while the broadcast networks decline 2% and syndication slips 4%, taking into account current economic conditions and its knowledge of its clients’ plans for the upcoming season.
The report notes that woes on Wall Street often are not necessarily followed by an ad market decline. In 12 market crashes over the past 31 years. the agency said. “… half of the stock market crashes preceded an advertising downturn, but half did not.” Most recently, says the report, “the sharp drop in the Dow in the U.S. after September 11 did not prevent the recovery of growth in 2002, though growth remained weak.”

Top Ten Ad Markets (US$ Million, Current Prices; Currency Conversion At 2010 Average Rates)

2010

 2013
Rank Country Adspend Rank Country Adspend
1 USA $151,665 1 USA $165,977
2 Japan 46,153 2 Japan 47,630
3 China 26,122 3 China 38,854
4 Germany 23,791 4 Germany 25,429
5 UK 18,086 5 UK 19,656
6 Brazil 14,716 6 Brazil 17,587
7 France 12,564 7 France 13,465
8 Australia 11,246 8 Australia 12,313
9 Italy 10,296 9 Canada 12,098
10 Canada 10,041 10 Russia 11,413
Source: ZenithOptimedia, October 2011

The report expects that cable networks will continue to build momentum, largely because of the return of big-spending automotive and financial advertisers. The forecast calls for cable to grow:

  • 12.0% in 2011
  • 10.0% in 2012
  • 10.5% in 2013

The agency expects the spot marketplace to be extremely volatile in 2012 with the presidential election year cycle generating a billion dollars or so in political spending. Adding to the frenzy will be the Olympics in August, bringing new and returning business to the local markets. All considered the report expects spot to TV to turn in annual increases of:

  • 4.0% in 2011
  • 8.0% in 2012
  • 2.0% in 2013
Advertising Expenditure By Medium (US$ Million, Current Prices Currency Conversion At 2010 Average Rates);  And Share Of Total Adspend

 

2009

2010

2011

2012

2013
Newspapers

96,973

23.0%

95,416

21.5%

92,802

20.2%

91,911

19.0%

91,334

17.9%
Magazines

43,633

10.5

43,741

9.8

43,224

9.4

43,060

8.9

42,909

8.4
Television

160,199

38.4

176,826

39.8

184,929

40.2

196,182

40.5

207,056

40.5
Radio

31,778

7.6

32,169

7.2

32,899

7.1

33,906

7.0

35,117

6.9
Cinema

2,107

0.5

2,315

0.5

2,423

0.5

2,564

0.5

2,718

0.5
Outdoor

27,774

6.7

29,917

6.7

31,503

6.8

33,357

6.9

35,122

6.9
Internet

54,683

13.1

64,026

14.4

72,531

15.8

83,457

17.2

96,392

18.9
Total *

417,147

 

444,410

 

460,311

 

484,436

 

510,648

 
Source: ZenithOptimedia, October 2011

Video ads are “… becoming the main form of brand advertising in the digital space,” the report says, adding that the streaming video category will see two out of every five ad dollars coming from local advertisers. The agency projects:

  • 12.6% Internet ad revenue growth in 2011
  • 16.2% growth in 2012
  • 17.3% in 2013
Internet Advertising By Type (US$ Million, Current Prices Currency Conversion At 2010 Average Rates)
Ad Type

2009

2010

2011

2012

2013
Display

$18,349

$21,875

$25,282

$29,713

$35,218
Classified

9,911

10,950

11,990

13,078

14,246
Paid search

26,423

31,202

35,259

40,666

46,928
Total

54,683

64,026

72,531

83,457

96,392
Source: ZenithOptimedia, October 2011

The analysis has made a reduction to its forecast for global ad expenditure growth in 2011 to 3.6%, down 0.5 percentage points from the forecast made in July. The slowdown in economic recovery in the developed markets, coupled with rising fears of double-dip recession, have caused some advertisers to trim back budget increases planned for the end of 2011, but with no sign of the cancelled campaigns and sharp budget cuts that signaled the beginning of the last advertising downturn in 2008.
The report predicts global ad expenditure at 5.3% growth in 2012, and 5.5% in 2013. TV’s share of total ad spent was 38.4% in 2010 and should grow to 39.8% in 2011 and settle at 40.5% by 2013.

In summary, this picture is consistent with a history of ad market growth after many previous stock market shocks, assuming the world economy does not deteriorate dramatically:

  • Global ad expenditure forecast to grow 3.6% in 2011 after a modest slowdown in expenditure growth towards the end of the year
  • Growth forecast for 2012 remains a reassuring 5.3%
  • Developing markets to increase their share of the global ad market from 31.0% in 2010 to 34.9% in 2013
  • Internet the fastest-growing medium between 2010 and 2013 (14.6% a year) Television to contribute most new ad dollars (46% of total)
Madman - Glenn Hughes

NETFLIX: Better or Worse?

Posted on October 4, 2011 by bvance Leave a comment

It is an interesting process that  companies go through as they evaluate their existing businesses and what ones to shed and what ones to bet the future on.  They try to keep the ones that offer future growth opportunities and divest themselves of the ones that are growing at a slower rate or  are reaching maturity.  Netflix believes that the traditional business of mailing DVD’s has in fact reached its maturity and appears to be banking its future on the delivery of content over high speed internet connections across multiple devices.  The first step they took was to raise pricing for their services as well as  segregating  the fees between the streaming side and the DVD Mailing side.  Subsequently they announced they would be “physically” separating the company into the DVD Mailing side (Qwickster) and the streaming side would retain the name Netflix.  This, in Netflix’s management’s opinion, would allow them to focus on growth areas and not be tied down by the “old media” business..  Is this the right move or  Netflix itself seen its better days and  facing challenges it may not be able to overcome?

A  PR Nightmare

Announcing  a price increase created a negative wave of publicity and subsequently a  loss of subscribers. They should have  split the business in two first and then let each business set the pricing its needs to compete or were there extraneous factors that forced a more immediate price increase?  They clearly underestimated the public reaction.

Are they better as separate businesses?

Not really sure they are… In terms of distribution channels Netflix had a commanding position in the home delivery of DVDs which enabled them to have leverage in negotiations with major studios. Even with that leverage they were reduced to getting new release titles later than pay for view  services and  retail stores.   I suspect it won’t get better as two  independent companies. As an independent company Qwickster  should be able to secure competitive long term agreements given their position in the supply channel.   This may in fact allow the Movie Studios to seize an opportunity to continue to supply Qwickster on a competitive basis while reigning in Netflix.

Netflix on the other hand I suspect  is facing jealous movie studios that don’t appreciate the high valuations Netflix receives  compared to theirs, given their view that they put up all of the money and risk. They also do not want to see Netflix do to the Movie business as Apple has done to the Music business in terms of market domination and control.   Watch for their pricing to go up and their selection to decrease as contracts with studios are renegotiated at higher fees or subsequently terminated. Was it just me or was  the James Bond library available on demand  for a week or two then disappeared?  It may  not get any better folks. The quality of their titles may go down  in the near term.  Time will tell.  Keep an eye on DISH and their BLOCKBUSTER brand, they might seize an opening.

I am cancelling my streaming subscription and keeping my one disk out at a time plan…probably not want they want to hear but as consumers we  will decide the ultimate winner of the race.

For more information regarding netflix marketing strategy, please visit www.upperquadrant.com.

General Marketing

Nissan, be honest about being green

Posted on October 3, 2011 by Scott Rakestraw 1 Comment

[youtube]iF7M9HKfwqM[/youtube]

When I saw this Nissan advertisement during the Redskins game about Nissan’s drive for efficiency, I got curious. I drive a Toyota Prius, not because of its driving attributes but because I get 41 MPG. I am not a tree hugging hippy, I just like reducing my carbon footprint.

I was excited by this ship idea and thought it was a great ad. I did some research on the ship only to discover this is marketing spin. Nissan, I love the idea and what you are doing but don’t be misleading in your advertising. You put an American executive talking about this environmentally friendly vision for ships and don’t highlight the fact the “The City of St. Petersburg” is slated to transport vehicles from Northern Europe and Russia to the United Kingdom and Spain. Cars going to the US will still use the old carbon emitting ships. We’re not stupid, don’t sell us this green ship vision until it hits our docks.

Also, you might want to educate your advertising agency about integrated campaigns and the internet. When I go to your US site and search for St. Petersburg, it returns nothing.

Uncategorized

Nothing Personal, Man. I Mean, Everything Personal

Posted on September 29, 2011 by dgill Leave a comment

Would this fit in the garage?

Monopsony is so odd a word that spell check doesn’t know it.  I heard it 12 years ago, and totally forgot about it until it slapped me in the face this morning like a launched flying fish.

I thought about it while I was going to the coffee shop this morning listening to the all-news channel when the most curious, and to me weird, ad came on.  It was an ad for a company purporting to have the the best next-generation attack helicopter.   It was sandwiched between ads for matresses and used cars.  I thought “why is this on the radio?” and “who buys this stuff?”

And SLAP! the word hit me.  A monopsony is a market condition where only one buyer exists for a certain product. It is the inverse of a monopoly, and without an eponymous board game.   The best example of a monopsony is the defense market.  Outside of the occasional drug lord or dictator,  high-end military hardware, like attack helicoptors, are bought exclusively by the military.  And, there is a very long, convoluted contracting and legal process that involves the agency, congress, appropriations . . . . . . .  . . . . and so on.

So, why are these guys on the radio?  Like, am I going to bounce by the coffee shop, and on the way to buy gas, pick up a Harrier jump jet?  Who are they talking to?  No entity that buys their product actually has ears, much less listens to the radio.

But the truth of the matter is that advertising and marketing is for, and directed to —  people. Focus on segments, markets, groups and cohorts obfuscates the bedrock reality that INDIVIDUALS do all the thinking.  The entities may not listen to the radio, but the purchasing official does. And so does his deputy. And the chief of staff at the Senator’s office. Everyone is listening to this ad and getting the warm and fuzzies about this particular contractor. It is insinuating itself into the folds of your cortex, until before you know it — it’s a household name and one that automatically falls into the consideration list.

So that is the lesson of the trip to get coffee: It’s all personal.  Good will is personal, cost benefit is personal.  Before it can be corporate, it must be personal.

General Marketing

Ah, Machines

Posted on September 29, 2011 by jlang Leave a comment

Although often deemed a Luddite by my fellows here at Upper Quadrant, I do have a washing machine, a dryer, and a dishwasher. They’re terrific machines, really, that provide exceptional service and time savings. Nice white uniforms after a particularly grueling game of table tennis and splendidly shining forks with which to consume lemon tart are only two of the myriad advantages of using these machines. The value of these devices, however, was lost to me until I lived overseas as a Peace Corps volunteer when I learned, among other things, that washing your clothes by hand is both tedious and dangerous. Soap choice truly matters should you wish to avoid burned hands. (It’s true.) Said manual processes also require a tremendous amount time; time that could be focused on other tasks like grocery shopping, painting a house, fixing a broken water heater, or other asunder activities such as discovering new life forms.

Tasks, you know, are an immutable part of our lives. If we want to appear for our match neat, clean, and starched, we must follow through on a series of tasks that lead to this desired end result. Machines simplify tasks. They help us to re-allocate our time so that we can be 1.)Exquisitely dressed for a match of table tennis and 2.) Bake the world’s most delicious Lemon Tart. Thanks to washing machines (and their more advanced brethren — The Dry Cleaner) we can be not only well dressed and an incredible baker, we can accomplish all related tasks simultaneously. Additionally, we can wash the dishes, make coffee and, if we’re truly crafty, catch up on some reading of that obscure 18th century poet for whom we have such adoration.

Without machines, however, we are mired in tasks: collecting, scrubbing, slicing and dicing. Our time that could be focused on discovering possibilities and solving problems wastes away as we work out the dirt in our corduroys and sponge down every single knife, fork, glass, spoon, and mixing bowl used for the festivities. For the purest , the Luddites, the machine is simply the devil. For those of us geared to explore, analyze, do more than we did the day before, however, the machine is the maker of time. How we choose to use that time, thankfully, is up to us. We all know the number of hours in the day and we’re all terribly familiar with those tasks fondly titled: To-do.  It’s thanks to machines that so much can get done. And when the monotonous tasks required to reach the end result are no longer an issue then we have the space to truly create – to truly beat the odds. So, here’s to the machines and the time that they save..


							

	
			

									
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Lego and Ford marketing partnership, what a great viral idea


			

				Posted on September 28, 2011 by Scott Rakestraw                1 Comment
			


				

				
I have a love hate relationship with Legos.  I love the fact they inspire creativity and are changing education via the First partnership (http://www.firstlegoleague.org).  I hate the fact I step on them when my son leaves them on the floor.


When I saw this Lego Ford Explorer on Yahoo, I thought this will go viral.  I also wondered how many NXT bricks and servos motors does it take.  What a great idea, build a life-size SUV out of Legos to promote Ford and the new Orlando LegoLand.  Everyone wins.  Lego and Ford, you get my Marketing Hero vote for this week.


Lego, if you have any openings for Master Builders, please consider me.


 


 

							

	
			

									
						Marketing Heros					
											

		


		
	

			

			
Breaking down interactive data silos


			

				Posted on September 27, 2011 by Scott Rakestraw                Leave a comment
			


				

				
As I interact with clients and prospects, I am noticing interactive data is every where.  It is spread across point solutions like display ad servers, ad word tools, social network tools and web metric tracking tools like Google Analytics, Core Metrics, Omniture and my favorite tool, Excel.


When you examine the data, not the tools, you find there is a manageable set of data you can leverage regardless of the tool.  Most people think they need every attribute but the fact is, you will only use a small selection of attributes.  You can get a lot of insight out a few metrics like cost, creative, offer, site category, date, views, clicks, etc.  Don’t worry about every single attribute, just the ones you use.  By taking this in tiny steps, you will not over think it and have insight to optimize your marketing.  If you find you missed something, just add it.


Most importantly, don’t make this is community project.   Find a couple smart people and go to work.  If they tell you it will take over a month, you have the wrong the people.


 


 

							

	
			

									
						Interactive, Online					
													
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OPT-Me Out


			

				Posted on August 10, 2010 by ghughes                Leave a comment
			


				

				
Sorry to have bother you with our information.  The good news is that Opt-ing out is as easy as 1, 2, 3.


1) Enter your email in the space below


2) Check Opt-out


3) Click Submit


Your information will immediataly update our data base. 





























							

	
			

									
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