Integrated campaigns

Marketing Analytics for Business

Sarah DeAtley

Principal Data Scientist

What are integrated marketing campaigns?

images of various public transportation ads

1 TakeTheTrain-TakeTheBus Campaign via Metropolitan Transportation Authority
Marketing Analytics for Business

Integrated campaign stages

  • Integrated marketing is complex and expensive
  • Before campaign conduct predictive modeling and set targets for channels
  • During campaign monitor KPIs against pacing to targets
  • After campaign perform ROI analysis and summarize cross-channel trends

3 boxes for campaign planning, during campaign, and post-campaign

Marketing Analytics for Business

Campaign planning: audience segmentation

 

icons with demographics, geography, people, and product groups

 

"Who should we be targeting in a discount campaign?"

 

Possible segments:

  • Is this for new or existing customers?
  • Is this for specific geographies?
  • Are we targeting certain age groups?
  • Does this apply only to certain products?
Marketing Analytics for Business

Campaign planning: response models

"Which segments are most likely to purchase with a discount offer?"

icon of people with options for no discount, one time % off discount and subscription % off discount

  • Response model: relationship between offer (discount) and outcome (purchase probability)
  • Use statistical hypothesis tests or regression modeling
Marketing Analytics for Business

Campaign planning: choice models

"What type of discount message will be most effective?"

 

  • Recommend discount messaging, limitations, and value propositions

  • Choice model: influence of offer attributes (like discount type within promotional messaging) on purchase

  • Usually regression modeling

table showing campaign offer attribute with % of purchase choice explained

Marketing Analytics for Business

Campaign planning: experimentation

  Ad views at top pointing to 50% Discount A on left and 50% Discount B on right

"Can we run this campaign as an experiment?"

 

  • A/B testing not always possible with integrated marketing
  • Consider expense of experimentation
  • Causal inference uses statistical models to simulate marketing campaigns
Marketing Analytics for Business

Let's practice!

Marketing Analytics for Business

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