In anticipation of her upcoming keynote presentation at the eMetrics Summit Boston, “The Avinash Program & Owned Media KPIs at Unilever,” we asked Alexandra Soubrier, Senior Manager Marketing Analytics at Unilever, a few questions about her work in digital analytics.
Q. Where does digital analytics sit in your organization and how do you interface with your business units?
A. Digital analytics is part of Digital Marketing Services, reporting to IT. We interface daily with global and country business units to provide them guidance on digital media and content management.
Q. What’s the most valuable thing you’ve learned so far in 2013?
A. Traditionally, Media is used to raise awareness, and social sites engagement. The future lies in understanding deeper and sooner the consumer journey through tracking conversion events and triggering advocacy.
Q. What’s the latest analytics method/process/tool set that you have implemented and what advice would you give others?
A. The latest tool we developed is a KPI selection tool to help brands chose the relevant metrics for their communication objectives.
Q. What sort of attribution model are you using to allocate marketing funds?
A. Unilever works across numerous countries and categories, which are autonomously responsible for marketing fund allocation.
Q. Sneak preview: Please tell us a take-away that you will provide during your talk at the eMetrics Summit.
A. The media landscape is changing. Media used to be a paid mechanism to acquire awareness. Now, the POE (paid owned and earned) model means that brands have become their publishing house.
Don’t miss Alexandra Soubrier’s keynote session, “The Avinash Program & Owned Media KPIs at Unilever,” at eMetrics Boston on Tuesday, October 1st, from 4:15-5:00pm. Register Now!