April 19, 2018 - By Ginna Hall, Senior Writer, Visual IQ
“It’s really important to have a common denominator. Without it, you set up a Tower of Babel. People pick their favorite number and brag about it. By using these tools, we all agree that this is the KPI we’re using and we’ll all celebrate it together. And when the KPI is sad, it causes the right conversations about how to improve performance.”
This is how Josh Herman, Global Director, Integrated Marketing, Media, and Analytics, IT at Kimberly-Clark, kicked off a panel discussion at this year’s Forrester Consumer Marketing Forum.
Herman joined host Visual IQ CEO Manu Mathew and fellow panelist Keira Lorentzen, Vice President, Acquisition Marketing at Endurance International Group, to discuss marketing measurement and how Nielsen Visual IQ solutions have changed the way they optimize media budgets.
Consumer Marketing Forum is Forrester's flagship marketing event, bringing together 500 marketing leaders from retail, financial services, media, healthcare, and more to discover, discuss and shape today's marketing landscape.
With the theme, “From Crisis To Confidence,” sessions focused on how to navigate marketing strategies and practices away from traditional, increasingly ineffective tactics toward intelligent, personalized customer relationships.
At the VIP Invitation-only lunch presentation, “Understanding Marketing Effectiveness,” Herman and Lorentzen described how Kimberly-Clark and Endurance use attribution to make better marketing decisions.
“Only 6% of marketers worldwide say they have an adequate single view of customers or prospects across all devices and touchpoints, yet 90% cite it as a top priority,” quoted Visual IQ CEO Manu Mathew.
Kimberly-Clark brands are household names: Kleenex, Huggies, Cottonelle, Kotex, Scott Tissue and more. Herman noted that at the 145 year-old company, “It’s remarkable what it means to evolve and mature and add to the level of digital sophistication that’s necessary to keep up with the consumer with a large, mature organization.”
Herman described how Kimberly-Clark’s Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA) solutions work together.
“MMM serves the traditional method of having a strategic view and a plan. You have to have a stake in the ground, some point of reference, to have the organization know what to do. MTA gives us a much more granular tactical level of performance measurement data. It’s super duper granular,” Herman said. “Between the two tools you have a sense of where you are and that’s critical so you can defend the spend. Being able to have these tools gives everyone a common denominator.”
Endurance International Group has a portfolio of brands in the web services, online marketing, email marketing category including Constant Contact, Bluehost, and HostGator. Lorentzen oversees all marketing spend for all brands across Endurance.
Endurance is a family of many brands that grew through mergers and acquisitions and is a very complex organization. Lorentzen noted that because people came from different companies, they have different KPIs, channel mixes, technologies, and measurement approaches. Over the past two years, she has led a significant initiative to centralize the marketing organization and go-to-market strategy.
“One of my key initiatives is a unified measurement approach and Visual IQ’s multi-touch attribution has been a key part of that,” she said.
Lorentzen described how the adoption of MTA has helped the company invest in the right channels for growth. The company’s direct response-type brands were using last-touch attribution as their source of truth. But over time, growth had stalled. To keep growing, they needed to invest in upper funnel channels such as digital prospecting but the lack of accurate attribution prevented proper budgeting.
“Last touch measurement made these channels look less effective. The budget would be pulled and we wouldn’t grow. When we put the right measurement in place, we could confirm our gut feeling about these channels,” she said. “With MTA we have a truer view of the world and what these different channels do for us. Now we can invest to grow and scale within these categories globally.”
Lorentzen noted that expanding channels has allowed the company to overcome biggest hurdle to growing the company. “When you can test more channels and measure and create confidence in that, you can continue to scale,” she said.
Both Herman and Lorentzen observed that evangelizing advanced attribution is key to adoption. “In the people, process, technology equation, it’s the people that we’ve spent the most time on. Getting alignment requires socialization and evangelism about the KPI we’re agreeing on,” said Herman.
“People have built their careers on certain channels. We’re asking them to look at different data and it’s scary for some,” agreed Lorentzen. “You need an evangelist to influence people to make decisions using different data. Changing the people is more difficult than changing the data.”
But change management is worth the effort. Having a consistent data framework allows the marketer, the brand, the agency, and the IT team to focus using the same vocabulary and the same metrics. “When you can break down granular performance of individual combination, cadence, sequence of a creative against a segment against a media channel it creates new thinking,” said Herman. “The closed-loop measurement possible with MTA is mind-opening for CPG.”
Until now, marketers searching for performance measurement tools have had to choose between multi-touch attribution models that offer speed and granularity and marketing mix models that offer scale and coverage. While both methodologies provide advanced measurement capabilities and valuable insights, the merger of Nielsen and Visual IQ joins the best of both worlds.
Watch the recording of “Understanding Marketing Effectiveness"
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