Based On The Work Of Marketing Evolution - Ad Age, Cover Story, August 2006 Source: Advertising Age Annual Top 10 Lists (B...
Overcoming The Challenge of Integrated Marketing Communication Measurement
Overcoming The Challenge of Integrated Marketing Communication Measurement <ul><li>Consumer + Sales + Marketing Strategy <...
Return On Marketing Objectives (ROMO) Purchase Funnel Analysis <ul><li>Brand Awareness </li></ul><ul><li>Purchase Consider...
The Measurement Challenge  Best Practice Worst Practice Marketing Evolution ROMO <ul><li>Self-Stated Reasons for Buying </...
Best Practice In Complex Measurement
Effectiveness Optimized Mix TV  % Online  % Magazine  % Newspaper  % OOH %
ROMO: Best-Practice In ROI Measurement <ul><li>ROMO: The most broadly, independently validated marketing ROI measurement a...
II. Chrysler Sebring Case Study
Business Goal <ul><li>The business goal is  to drive sales of the new Chrysler Sebring and generate profit. </li></ul><ul>...
Analysis Which Media Mix and Message Mix Best Achieve The Goal?
“ Planting the Seed vs. Harvesting” Vs. # Sales Awareness Relevancy
The Funnel: Competitive Dynamics <ul><li>Competitive Set Purchase Funnels </li></ul><ul><li>Sebring, like Milan but unlike...
“ Surround Sound Marketing” “ Each element of the marketing mix must find its own strength and leverage it to surround the...
Statistically significant differences (90%) are highlighted How did individual media contribute to campaign success metric...
Note The Effect Of Television – It Works Well, But Only Among Those Already Familiar With The Brand Statistically signific...
Where Is Growth Possible?  (Media Mix)
Where Is growth Possible? (Media Mix) <ul><li>Recommended Budget Reallocation </li></ul><ul><li>Given the observable oppor...
Where Is Growth Possible? (Message)
Analysis Can Drill-Down Into Individual Message Impact “Super Highway” Delivers Significantly More Impact On Consideration...
Where is growth possible? (Message) <ul><li>Magazine Creative Executions </li></ul><ul><li>Both  Marriage  and  Super High...
Same Budget, Better Results
Estimated ROI Based on Recommended Improvements Recommendation Optimize Message & Media = +166% Impact Same Budget, Better...
What If The Goal Changes?
Business Needs & Consequences Close deals Grow Consideration
Real-Time Reporting in Dashboard Intent to shop  Intent to buy
Statistically significant differences (90%) are highlighted How did individual media contribute to campaign success metric...
It’s Not Just Planning for the Integrated Program… It’s Actively Analyzing & Adapting…
Facing The Challenge: Declining Market Share and Category <ul><ul><li>Elwin de Valk:  VP Marketing Shaving & Beauty </li><...
Historic Measurement Structure Adaptive Measurement Structure Measure performance of the campaign while in field to make a...
ROI Leverage Points: <ul><li>Media Mix (TV, Magazine, Radio, Online) </li></ul><ul><ul><li>Online Creative Rotation  </li>...
Real-Time Growth in Marketing ROI Design For Accountability (DfA) <ul><li>In-market Optimization:  </li></ul><ul><ul><li>C...
Q&A Rex Briggs, CEO, Marketing Evolution [email_address] +1 916-933-7536
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Rex Briggs at JD Power and Associate Automotive Internet Roundtable

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Rex Briggs at JD Power and Associate Automotive Internet Roundtable

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Rex Briggs at JD Power and Associate Automotive Internet Roundtable

  1. 1. Based On The Work Of Marketing Evolution - Ad Age, Cover Story, August 2006 Source: Advertising Age Annual Top 10 Lists (Book of Tens), December 2006 “ Most important advertising research since the early 1990s” #1
  2. 2. Overcoming The Challenge of Integrated Marketing Communication Measurement
  3. 3. Overcoming The Challenge of Integrated Marketing Communication Measurement <ul><li>Consumer + Sales + Marketing Strategy </li></ul><ul><ul><li>Brand tracking left sales out </li></ul></ul><ul><ul><li>Regression modeling left the consumer out </li></ul></ul><ul><ul><li>Both left strategy out, but the strategy (as translated into messages, targeting and media use) is critical to making sense out of the flood of data </li></ul></ul>
  4. 4. Return On Marketing Objectives (ROMO) Purchase Funnel Analysis <ul><li>Brand Awareness </li></ul><ul><li>Purchase Consideration </li></ul><ul><li>Sales </li></ul>$$$ $$$
  5. 5. The Measurement Challenge Best Practice Worst Practice Marketing Evolution ROMO <ul><li>Self-Stated Reasons for Buying </li></ul><ul><li>Ad Recall Based </li></ul><ul><ul><li>Probability of Exposure </li></ul></ul>Regression Modeling
  6. 6. Best Practice In Complex Measurement
  7. 7. Effectiveness Optimized Mix TV % Online % Magazine % Newspaper % OOH %
  8. 8. ROMO: Best-Practice In ROI Measurement <ul><li>ROMO: The most broadly, independently validated marketing ROI measurement approach available. </li></ul><ul><li>Advertising Research Foundation (ARF) supported by ANA, AAAA </li></ul><ul><li>Corporate Executive Board, (B2C & B2B - US, Europe) </li></ul><ul><li>ESOMAR – “Best Practices” Wiley & Sons, April 2007, 60 pages </li></ul><ul><li>Journal of Advertising Research (Dec 06) </li></ul><ul><li>Media owner and advertising agency reviews supporting the methodology include IAB, MPA, NAA, Conde Nast, FOX, Time Inc., Carat, OMD, and many more </li></ul>For independent assessment, see the reviews, endorsement and references of ROMO as best practice. Breakthrough New Methodology, Broadly Validated Magazine Publisher of America
  9. 9. II. Chrysler Sebring Case Study
  10. 10. Business Goal <ul><li>The business goal is to drive sales of the new Chrysler Sebring and generate profit. </li></ul><ul><ul><li>Advertising, product features, dealer sales acumen, and competitive activity all contribute to the business goal. </li></ul></ul><ul><li>How will an integrated advertising plan contribute to that goal? </li></ul><ul><ul><li>Largely aimed at increasing upper purchase funnel metrics </li></ul></ul>
  11. 11. Analysis Which Media Mix and Message Mix Best Achieve The Goal?
  12. 12. “ Planting the Seed vs. Harvesting” Vs. # Sales Awareness Relevancy
  13. 13. The Funnel: Competitive Dynamics <ul><li>Competitive Set Purchase Funnels </li></ul><ul><li>Sebring, like Milan but unlike the Japanese competitive set, “bottlenecks” at Familiarity. </li></ul>Familiarity is the bottleneck for Sebring. It constrains sales growth. Key challenge for Sebring: Growing Familiarity of the new Sebring. Supporting data will show that messages conveying fuel efficiency and personal relevancy of the Sebring are best poised for increasing Familiarity. 90% 30% 60% 60% Funnel Flow Awareness Familiarity 100% 60% 30% 73% 39% Conversion Rates Accord/Camry Sebring
  14. 14. “ Surround Sound Marketing” “ Each element of the marketing mix must find its own strength and leverage it to surround the consumer with a synergistic and consistent message.”
  15. 15. Statistically significant differences (90%) are highlighted How did individual media contribute to campaign success metrics? Individual Media Impact Decomposed Media Impact Total Awareness Recognition Familiarity (T2B) Purchase Intent (T2B) Total Awareness Recognition Familiarity (T2B) Not Sig Purchase Intent (T2B) Not Sig Not Sig Not Sig While several media impact awareness, magazine is the main driver of familiarity
  16. 16. Note The Effect Of Television – It Works Well, But Only Among Those Already Familiar With The Brand Statistically significant differences (90%) are highlighted Individual Media Impact Decomposed Media Impact Is All New Is Now Available Looks Good Has Advanced Tech Features Is Fuel Efficient “ Is Now Available” +14pts “ Has Advanced Tech Features” +7pts “ Looks Good” Not Sig “ Is Fuel Efficient” Not Sig “ Is All New” +12pts Television is effective specifically among people already familiar with the brand, but doesn’t grow new familiarity
  17. 17. Where Is Growth Possible? (Media Mix)
  18. 18. Where Is growth Possible? (Media Mix) <ul><li>Recommended Budget Reallocation </li></ul><ul><li>Given the observable opportunities for messaging, media mix, and maximization, Marketing Evolution advocates shifts from TV and Online into Magazine. </li></ul><ul><li>Or, going forward, assuming dramatically lower budgets, cut TV and focus on Magazines & Online </li></ul>Newspaper Online Magazine Television
  19. 19. Where Is Growth Possible? (Message)
  20. 20. Analysis Can Drill-Down Into Individual Message Impact “Super Highway” Delivers Significantly More Impact On Consideration Super Highway Geeky Explicit Benefit Implicit Benefit
  21. 21. Where is growth possible? (Message) <ul><li>Magazine Creative Executions </li></ul><ul><li>Both Marriage and Super Highway significantly increased brand metrics and image attributes. </li></ul><ul><li>The medium is (part of) the message. Consider magazine genre targeting to enhance the message </li></ul>Sample: Marriage Creative Magazines Control n=707 Exposed n=172 | Geeky Creative Magazines Control n=714 Exposed n=170 | Super Highway Creative Magazines Control n=504 Exposed n=408 | Time Magazine Creative Control n=782 Exposed n=81 | Insufficient sample for breakout of HeatCoolPlay creative Reallocate spend from Geeky and POTY to Marriage and Super Highway . Marriage Geeky Super Highway Chrysler Sebring Main Metrics Pt. Diff Pt. Diff Pt. Diff Total Awareness Not Sig Not Sig 10% Sebring Recognition 5% Not Sig 9% Familiarity (Top 2 Box) 9% Not Sig 13% Average Brand Image Attribute (Top 2 Box) 7% Not Sig 8% Intent to Shop (Top 2 Box) Not Sig Not Sig 8% Purchase Intent (Top 2 Box) 4% Not Sig 7% Familiarity (Top 2 Box) 9% Not Sig 13% Advertising Recall 14% 14% 9%
  22. 22. Same Budget, Better Results
  23. 23. Estimated ROI Based on Recommended Improvements Recommendation Optimize Message & Media = +166% Impact Same Budget, Better Results Current 5.8mm # Sales Awareness Relevancy Current 5.8mm Media Mix Message Magazine Execution Online Execution Projected: 15.4 mm
  24. 24. What If The Goal Changes?
  25. 25. Business Needs & Consequences Close deals Grow Consideration
  26. 26. Real-Time Reporting in Dashboard Intent to shop Intent to buy
  27. 27. Statistically significant differences (90%) are highlighted How did individual media contribute to campaign success metrics? Individual Media Impact Decomposed Media Impact Total Awareness Recognition Familiarity (T2B) Purchase Intent (T2B) Total Awareness Recognition Familiarity (T2B) Not Sig Purchase Intent (T2B) Not Sig Not Sig Not Sig
  28. 28. It’s Not Just Planning for the Integrated Program… It’s Actively Analyzing & Adapting…
  29. 29. Facing The Challenge: Declining Market Share and Category <ul><ul><li>Elwin de Valk: VP Marketing Shaving & Beauty </li></ul></ul><ul><ul><li>John Carter: Business Intelligence Manager Shaving & Beauty </li></ul></ul>“ Serious issue: Market share decline, category size shrinking.” Elwin de Valk
  30. 30. Historic Measurement Structure Adaptive Measurement Structure Measure performance of the campaign while in field to make adjustments to improve the performance and ROI of the campaign Elwin de Valk Q4 marketing plan Annual learning and optimization cycle Q4 market Leading indicators: Lagging indicators: Q4 market Leading indicators: Lagging indicators: Q4 marketing plan Annual learning and optimization cycle Leading indicators: Lagging indicators: Learning and optimization cycle Learning and optimization cycle
  31. 31. ROI Leverage Points: <ul><li>Media Mix (TV, Magazine, Radio, Online) </li></ul><ul><ul><li>Online Creative Rotation </li></ul></ul><ul><ul><li>Within Media Mix Of :30s & :15s </li></ul></ul><ul><ul><li>Use of Radio </li></ul></ul><ul><ul><li>Allocation Of Spending By Segments By Media </li></ul></ul><ul><li>Timing Of Spend Versus Competitors </li></ul>Philips Results <ul><li>SUCCESS ACHIEVED!!! Norelco 4th Quarter Growth </li></ul><ul><ul><li>Grew Market Share By 5% </li></ul></ul><ul><ul><li>Grew Overall Category By 3% </li></ul></ul><ul><ul><li>Total Incremental Profit: $27,000,000 </li></ul></ul><ul><li>Elwin Promoted </li></ul>
  32. 32. Real-Time Growth in Marketing ROI Design For Accountability (DfA) <ul><li>In-market Optimization: </li></ul><ul><ul><li>Copy split, Offer, Media mix to drive traffic to site, Search, Etc. </li></ul></ul>Flexibility Optimize time
  33. 33. Q&A Rex Briggs, CEO, Marketing Evolution [email_address] +1 916-933-7536

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