Does Your Brand Measure Up? Optimize & Measure Campaign Performance Pre- and Post-Holiday Season.

Elevate your brand's performance this holiday season! Explore the pivotal role of Media Mix Modeling (MMM) in campaign planning, optimization, and performance measurement.

Learn practical techniques for tracking and measuring KPIs, and integrating these insights into a full-funnel strategy. We'll cover everything from real-time performance tracking during the holiday rush to best practices for post-holiday analysis, ensuring you have the insights needed to make data-driven decisions and drive better results.

1. Does Your Brand
Measure Up?
Optimize & Measure Campaign
Performance Pre- and
Post-Holiday Season.

2. Session 1
10am PT | 1pm ET
Holiday Kickoff: Optimizing Data and Budget for Maximum Seasonal Impact

Session 2
10:20am PT | 1:20pm ET
Campaign Planning Workshop: Crafting a Comprehensive Strategy
Session 3
11:10am PT | 2:10pm ET
Does Your Brand Measure Up? Optimize & Measure Campaign Performance
Pre- and Post-Holiday Season.
Session 4
11:45am PT | 2:45pm ET
Clean Sweep: Perfecting Your Brand Strategy Across All Marketing Fronts
Today’s Agenda
DAY 1 - WEDNESDAY, AUGUST 7

3. Session 1
10am PT | 1pm ET
Breaking the Mold: Pushing Marketing Boundaries with Next-Gen Strategies

Session 2
10:35am PT | 1:35pm ET
Search to Sale: Linking Your Search Strategy with Commerce
Session 3
11:10am PT | 2:10pm ET
The Power of AI: Work Smarter, Not Harder
Next Week’s Agenda
DAY 2 - WEDNESDAY, AUGUST 14

4. Today’s Logistics
Recording & slides will be in your inbox tomorrow
Download relevant resources
Log back anytime with same link
Join our poll questions -
including if you want to talk to our teams after!
Katherine Bishop
Marketing Webinars Specialist
Join our chat and submit questions for live Q&A

5. DIGITAL-FORWARD BRANDS .


FUELING FULL-FUNNEL OUTCOMES FOR THE WORLD’S MOST
NOTE: Adjust bottom white logos, as needed, prioritizing logos that are already approved for visibility on our website. Copy logos from this resource

6. Our Speakers
Harry Browne
Vice President, Media

7. What Are You Currently
Streaming?
●Presumed Innocent
●House of the Dragon
●The Bear
●List others in the chat!

8. The Importance of Robust
Measurement


8

9. Marketers continue
to ask the same
questions…
Which channel is working most
effectively for my campaign?
Are my investments really
adding value?
Have I hit a point of diminishing
returns?

10. Multi-Touch Attribution
Analytics Platform
Isolated Incrementality
Excessively Observational
Infrequent Readouts
Labor Intensive
Signal Loss
Privacy Regulations
Channel Expansion
EXCESSIVELY
OBSERVATIONAL
…yet marketing measurement
tools remain inadequate.
EXISTING MEASUREMENT
OPTIONS ARE LACKING
MMM IS YOUR BEST OPTION, BUT
IT HAS SIGNIFICANT FLAWS
MARKETING MEASUREMENT
IS DIFFICULT

11. 11
INCREMENTALITY EXPERIMENTS RAPID MEDIA MIX MODELING
Evaluates the relationship between media, marketing, and
other factors that influence business outcomes to optimize
portfolio performance.
TESTCONTROL
INCREMENTALITY
Experiments leverage a test and control framework to
measure the impact of changes in budgets and media
strategy to establish ground truth measurement .
UNIFIED MEASUREMENT
Achieving Best in Class Measurement
OFFLINE MEDIA
PRICE/
VALUE
OPERATIONAL/
INTERNAL
COMPETITION/
EXTERNAL
ONLINE MEDIA
SOCIAL MEDIA
FULL
BUSINESS
VIEW

12. Incrementality Tests are
Used to Measure the Actual
Impact of a Channel
Didn’t see your ad
but still converted
Those who would’ve
seen your ad but didn’t
Those who
saw your ad
Saw your ad
and converted
12
Incrementality testing
101
INCREMENTALITY TESTS MEASURE THE TRUE
IMPACT OF A CHANNEL, REMOVING
CONVERSIONS THAT WOULD’VE HAPPENED
EVEN IF THE CHANNEL WAS OFF

STRUCTURE
An incrementality test has two distinct groups:
treatment and control. These group assignments
are randomized to allow for apples to apples
comparison.

MEASUREMENT
We compare response rates (or KPI volume)
between the two groups and apply statistical
analysis for significance to determine the test’s
incremental lift.


REMOVING CONVERSIONS THAT WOULD’VE
HAPPENED EVEN IF THE CHANNEL WAS OFF
TREATMENT GROUP CONTROL GROUP
Those who saw
your ad and
converted

=-
Those who didn’t
see your ad but
still converted
Incremental Conversions
Those who
converted because
they saw
your ad
INCREMENTAL CONVERSIONS
Those who converted
because they saw your ad
STRUCTURE
MEASUREMENT
An incrementality test has two distinct groups:
treatment and control. These group assignments are
randomized to allow for apples to apples comparison.
We compare response rates (or KPI volume) between the
two groups and apply statistical analysis for significance
to determine the test’s incremental lift.

13. Incrementality testing is the gold standard of measurement
and will provide an unbiased, isolated estimate of an ad
campaign’s impact.
Why Do We Run
Incrementality Tests?
Incrementality testing can prove the
effectiveness of media campaigns
INCREMENTALITY TESTING
CAN ANSWER QUESTIONS
LIKE:

●What is the incremental
impact of display?
●What is the incremental
impact of launching a new
channel?
●Do upper funnel campaigns
drive incremental lift?

Without display
campaign
With display
campaign
CONVERSIONS
Incremental lift

14. Trash Data,
Trash Decisions
Tinuiti employs a robust anti- "Garbage-In-Garbage-Out"
strategy, implementing stringent data collection and entry
standards to ensure the exclusion of low-quality data from
entering the system.
Model
Training
Model
Deployment
1x
COLLECTION
Feedback
Loop
Automatic Ingestion
Quality Check
Preprocessing
Validation

15. Rapid Media Mix Modeling
CHANNELS REPORTING VELOCITY …AND MORE
RESOURCES CHANNELS REPORTING VELOCITY
Nearly zero All channels On demand, as-needed
OTHER
MMM
SOLUTIONS
Labor
intensive
Limited channels
with add-on fees
1–2x
a year
AND MORE…
+Radical Transparency
+Centered on Incrementality
+Time Varying Coefficients
+Designated Market Area Models
+Omni-Channel Coverage
+Clean Data Frameworks

16. Grading Performance and
Looking to the Future



16

17. ATTRIBUTION
SATURATION & DIMINISHING
RETURNS ASSESSMENT
OPTIMIZATION AND
FORECASTING
How We Use the Insights from Rapid MMM to Drive Growth
●Multi channel attribution
●Measure channel effectiveness
and how that changes overtime
●Assess channel spend saturation
●Explore sales response based on
various levels of spend
●Determine channels that can be used
to push spend and drive growth vs.
channels where spend can be
scaled back

●Determine the most effective budget
allocation based on media mix
channel ROI
●Test various budget allocations to
forecast future performance and
determine which plan provides the best
return on investment over time

17
NEW MOCKUPS
PENDING

18. 18
Our Brand Health Tool Directly Ties Investment
to Awareness KPIs
●Tinuiti developed a multi-stage
MMM tailored to Brand Health
measurement
●This tool quantifies the
relationship between paid
media and brand health and,
ultimately, how brand health
influences revenue
●Including the incremental
impact of Brand Health
provides a more accurate
accounting of total impact
BRAND HEALTH TOOLS
PROBLEM: Brand health tools are typically blunt, imprecise, and difficult to tie back to a ROAS metric

19. 1.Measurement must be forward-looking, not just
homework-grading.
2.Incrementality is central to all optimization.
3.Consider the full-funnel at all stages of your
holiday campaign.
4.Be aware of reaching diminishing returns.
Key
takeaways
19

20. Q&A
20
Harry Browne
Vice President, Media

21. 21
Click the link in your
browser ➜
Maximize your
Holiday Ad
Spend

22. Session 1
10am PT | 1pm ET
Holiday Kickoff: Optimizing Data and Budget for Maximum Seasonal Impact

Session 2
10:20am PT | 1:20pm ET
Campaign Planning Workshop: Crafting a Comprehensive Strategy
Session 3
11:10am PT | 2:10pm ET
Does Your Brand Measure Up? Optimize & Measure Campaign Performance
Pre- and Post-Holiday Season.
Session 4
11:45am PT | 2:45pm ET
Clean Sweep: Perfecting Your Brand Strategy Across All Marketing Fronts
Today’s Agenda
DAY 1 - WEDNESDAY, AUGUST 7

23. Thank you