Account Planning Toolkit

[Chart] Top 100 advertisers' share of advertising spend, by medium

2020-07-12T12:29:00.000+02:00

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Research Framework

2019-10-09T13:52:00.000+02:00

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Data, information, knowledge, insight, wisdom

2019-09-20T13:00:00.000+02:00

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[Chart] How brand discovery has changed

2019-04-04T17:18:00.000+02:00

Source | More charts

[Paper] What is Differentiation and How Does it Work ?

2019-04-01T15:48:00.000+02:00

Title: What is Differentiation and How Does it Work?

Author(s): Byron Sharp & John Dawes

Abstract: In this article we provide a basic review of the relationship between differentiation and profitability. In particular we address the misconception that the reward of differentiation must be a price premium. We conclude with the following:

Differentiation is when a firm/brand outperforms rival brands in the provision of a feature(s) such that it faces reduced sensitivity for other features (or one feature). Through not having to provide these other features the firm has an avenue to save costs. The firm benefits from the reduced sensitivity in terms of reduced directness of competition allowing it to capture a greater proportion of the value created by exchange.

We observe that real world differentiation is a pervasive feature of modern markets, but seems to be largely due differences in distribution and awareness, and occasionally design. Brand level differentiation on functional features is less common due to competitive matching.

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Brand Vision/Mission/Promise/Platform Template

2019-02-18T16:16:00.000+01:00

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[Chart] Sales contribution by advertising element

2019-01-31T15:08:00.000+01:00

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[Chart] Ratio of online researchers to online buyers by category

2019-01-31T14:46:00.000+01:00

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Carat's 10 trends for 2019

2019-01-10T15:49:00.001+01:00

Carat's 10 Trends for 2019 from Carat Global

Opinion Formers vs Opinion Followers

2018-11-16T11:37:00.000+01:00

From: 98% Pure Potato by John Griffiths & Tracey Follows (Via)

State of the Internet / Social Media [Q4 / 2018]

2018-11-14T12:32:00.001+01:00

Digital 2018 Q4 Global Digital Statshot (October 2018) (v2) from DataReportal

Statistics every marketer should know

2018-01-02T12:21:00.000+01:00

Numbers every marketer should know from luciantrestler

[Chart] Who Americans spend their time with

2017-08-28T15:40:00.000+02:00

[Video] How Cultural and Consumer Insights Fuel Better Creative

2017-08-21T11:39:00.000+02:00

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How Cultural and Consumer Insights Fuel Better Creative from Diamond. on Vimeo.

[Chart] Advertising media that consumers trust the most

2017-08-02T12:17:00.000+02:00

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13 Myths about Account Planning

2017-07-07T12:05:00.000+02:00

(From an article by George Creel which appeared in 'Advertising Age' on September 16,1991.)

1) Account planning is the solution to the advertising industry's malaise. (While account planning can strengthen an agency's creative product, no one discipline can solve all of the problems of an agency.)

2) Account planning leads to breakthrough creative. (Account planning does provide the background and consumer research to develop creative work, but breakthrough creative is a result of a superior creative staff.)

3) Account Planning is the key to winning the new-business pitch. (Pitching is a "team sport" that requires all of the departments of an agency to work together.)

4) There is a process for account planning. (There are numerous ways to execute proper account planning; Intuitive skills, a passion for advertising, and personal involvement are all essential and are a good place to start.)

5) Account planning is a continuous process. (Advertising is expensive!)

6) Account planning is new name for research, qualitative or otherwise. (Research is only one of the tools that account planners use to discover insightful information.)

7) Account planning and research departments can coexist. (Each department must have a clear definition of its role and must know who is in charge of whom.)

8) Clients like account planning. (They LOVE it - if it is free).

9) Account planning is the role of the account planner. (Good solutions can come from anywhere or anyone.)

10) Account planning is glamorous. (It is fun as well, if you have the passion to fight for your beliefs.)

11) Account planners sit in the room while the ads are made. (The account planner must articulate strategy to the creative team before the ad is created.)

12) Good account planners are hard to find. (Account planners can come from all backgrounds and disciplines.)

13) The best account planners are English. (No particular culture. race, religion, sex. or national origin is better at account planning than another.)

The 4 unique powers of Big Data

2017-06-01T12:12:00.000+02:00

From The Economist review of Everybody Lies: Big Data, New Data, and What the Internet Can Tell Us About Who We Really Are by Seth Stephens-Davidowitz ::

Modern microeconomics, sociology, political science and quantitative psychology all depend to a large extent on surveys of at most a few thousand respondents. In contrast, he says, there are “four unique powers of Big Data”: it provides new sources of information, such as pornographic searches; it captures what people actually do or think, rather than what they choose to tell pollsters; it enables researchers to home in on and compare demographic or geographic subsets; and it allows for speedy randomised controlled trials that demonstrate not just correlation but causality. As a result, he predicts, “the days of academics devoting months to recruiting a small number of undergraduates to perform a single test will come to an end.” In their place, “the social and behavioural sciences are most definitely going to scale,” and the conclusions researchers will be able to reach are “the stuff of science, not pseudoscience”.

[Chart] Why you should not use pie charts

2017-05-27T11:59:00.000+02:00

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[Chart] Perceptions of Probability mapped against Phrases

2017-05-26T12:38:00.000+02:00

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[Chart] Breakdown of UK advertising expenditure 2016

2017-05-26T04:47:00.001+02:00

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[Chart] Change in global ad spending 2000-2016

2017-04-21T12:16:00.000+02:00

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[Chart] Why decisions are painful

2017-03-14T12:13:00.000+01:00

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[Chart] Internet users social segmentation

2017-03-13T12:20:00.003+01:00

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The essence of strategy

2017-03-10T12:51:00.000+01:00

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[Report] Cross-Device Tracking - An FTC Staff Report

2017-03-09T12:58:00.000+01:00

Title: Cross-Device Tracking - An FTC Staff Report (Januray 2017)

Summary: The Federal Trade Commission has examined online behavioral advertising since the mid-1990s, when the internet first emerged as a commercial medium. Since then, the FTC has hosted workshops, issued reports, promoted self-regulation, and developed principles for the online behavioral advertising industry. Throughout this time, the FTC has worked to keep pace with new technological developments in this area, from the use of cookies to track consumers’ browsing behavior, to the use of non-cookie technologies, to cross-app tracking, and now, to the tracking of consumers across their numerous devices. The FTC’s workshop on cross-device tracking is part of a series of efforts to explore emerging issues in the area of online behavioral advertising.

Cross-device tracking occurs when platforms, publishers, and ad tech companies try to connect a consumer’s activity across her smartphones, tablets, desktop computers, and other connected devices. The goal of cross-device tracking is to enable companies to link a consumer’s behavior across her devices.

Cross-device tracking serves several purposes. It can enable consumers to log into their email or social media accounts from multiple devices and have a seamless experience. It can also allow consumers to “maintain state,” so they can pick up where they left off in a book or movie that they were viewing on a different device. Cross-device tracking also facilitates companies’ efforts to prevent fraud, as they learn which devices typically access consumers’ accounts.1 For instance, if there is an unrecognized device, a company can take steps—such as sending an authentication code to an email address or phone number—to ensure that the new device belongs to the consumer who is trying to access an existing account. Finally, companies can analyze an individual consumer’s activities based not only on her habits on one browser or device, but on her entire “device graph”—the map of devices that are linked to her, her household, or her other devices. Often, companies combine the information from a consumer’s device graph with offline behavior, such as purchases at brick-and-mortar stores. Companies then can use this data for analytics or personalized advertising. Cross-device tracking is most easily performed by first-party services with a direct relationship with the consumer—for example, an email service that a consumer logs onto from different devices. However, third-party companies are tracking consumers with increasing accuracy, correlating user behavior across multiple platforms.

This report describes the FTC’s November 2015 Cross-Device Tracking Workshop, which included discussions about how cross-device tracking works, the benefits and challenges of cross-device tracking, and industry efforts to address the privacy and security implications of this practice. It concludes by providing recommendations to businesses on how to apply the FTC’s longstanding privacy principles to cross-device tracking. Specifically, the report recommends that companies engaged in cross-device tracking: (1) be transparent about their data collection and use practices; (2) provide choice mechanisms that give consumers control over their data; (3) provide heightened protections for sensitive information, including health, financial, and children’s information; and (4) maintain reasonable security of collected data.

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