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Creating ROI Scenarios By Henning Tunsli
Creating ROI Scenarios By Henning Tunsli
Creating ROI Scenarios By Henning Tunsli
Creating ROI Scenarios By Henning Tunsli
Creating ROI Scenarios By Henning Tunsli
Creating ROI Scenarios By Henning Tunsli
Creating ROI Scenarios By Henning Tunsli
Creating ROI Scenarios By Henning Tunsli
Creating ROI Scenarios By Henning Tunsli
Creating ROI Scenarios By Henning Tunsli
Creating ROI Scenarios By Henning Tunsli
Creating ROI Scenarios By Henning Tunsli
Creating ROI Scenarios By Henning Tunsli
Creating ROI Scenarios By Henning Tunsli
Creating ROI Scenarios By Henning Tunsli
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Creating ROI Scenarios By Henning Tunsli

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  • 1. m e n! lk om Ve ROMI frokost En uformell tenketank Kvartalsvis møtetorsdag 25. november 2010
  • 2. Kreativitet og ROI ROCI = ROMI? Break Through Index ROMI ROI simulering: Lenskold’s breakfast Et prosjekt ROI Scenarios eller et nyttig verktøy? Uformell møteplass Kvartalsvis tenketanktorsdag 25. november 2010
  • 3. Dagens innledere ROMI t Lenskold’s Scenario Planning av Henning Tunsli a kfas bre Effekten av kundenær reklame k tank Quart erly thin av Sturla Hammer pired be ins Sha re andtorsdag 25. november 2010
  • 4. Målsetning Bransjesnitt Vårt snitt Relevante snitt skiller dårlige fra bra kampanjer Hele teamet ser på samme fakta Et komplett bibliotek av kampanjer Billigere data Campaign Monitor 3 ROMI Optimization 2 Trend Learning 1 Campaign Learningtorsdag 25. november 2010
  • 5. Målsetning Bransjesnitt Vårt snitt > 1 200 kampanjemålinger > 100 merkeområder > Norge, Sverige og Danmark Campaign Monitor 3 ROMI Optimization 2 Trend Learning 1 Campaign Learningtorsdag 25. november 2010
  • 6. FORUM MINE MERKEVARER HJELP PENELYTICS Campaign Library BRAND X NORWAY Trend Monitor Trend Monitor (McC (DEMO) ann) Our Experience Administrasjon Trend Monitor Overview Brand reports Campaign reports Social Media Details Edit charts Filter Dato: 06.12.2009 - 17.11.2010 The Big Picture Følg med på sammenhenger - årsak vs. virkning 50 % 70 000 Skriv en kommentar... 40 % 60 000 Kommentaren gjelder for: 02.06.2010 Henning Tunsli The 50 000 May campaign gave us 30 % significant increase in a sales. The campaign has Stopp eller gi gass i tide - overvåk driverne for salg the same marketing mate rial, but we added Direc 40 000 Mail as a media chan t nel in May. 20 % 23.09.2010 30 000 Kommenter 10 % 20 000 Vis alle kommentarer 10 000 0% Gjør om kjedelige grafer til en historie - slik gikk det Jan Mar May Jul 0 Sep Nov [x] Uhjulpet oppmerkso mhet: [x] Sales Brand X Skala 0-20400000 [x] Normline sales Enhet % Enhet NOK Skala 0-14450000 Aggregert periode Uke Akse Bytt Enhet NOK Rullerende snitt 4 Sales Channel: Custo Akse Bytt Akse Bytt mer Service Center Sales Channel: Custo mer Spar timevis av arbeid med rapportering Product: BrandX - Bil Service Center X Product: BrandX - Bil X Buzz about Price and Customer Service 125 Skriv en kommentar... 100 Kommentaren gjelder for: 18.02.2010 Henning Tunsli The february campaign 75 generated a lot of Price -talk on Facebook particularly. 10.11.2010 50 Kommenter Vis alle kommentarer 25 0 Jan Mar 3 May Jul Sep Nov [x] Buzz Skala 0-99 [x] Buzz Enhet Antall Skala 0-9 Akse Bytt Enhet Antall ROMI Optimization Entity: Telenor Akse Bytt Source: Blogs Norw Entity: Telenor ay Daily, Facebook Daily, Forums Norw Norwegian Source: Blogs Norw ay Daily, Twitter Norw ay Daily, Facebook Daily egian Norwegian Daily, Forum s Norway Daily, Twitt Topic : Kundeservice Norwegian Daily er 2 Topic : Pris Trend Monitor Trend Learning 1 Campaign Learningtorsdag 25. november 2010
  • 7. Følg med på sammenhenger - årsak vs. virkning Sammenlign merkevarer, avdelinger, land, etc. Din personlige monitor Penelytics 3 ROMI Optimization 2 Trend Learning 1 Campaign Learningtorsdag 25. november 2010
  • 8. Målsetning Siemens Bransjesnitt Vårt snitt ? MasterCard Kodak Nintendo BlackBerry 3 ROMI Optimization 2 Trend Learning 1 Campaign Learningtorsdag 25. november 2010
  • 9. Brand Area Campaign Scenarios Value Product Value Customer Segment Value Time scope From To Campaign 1 Campaign 2 Campaign 3 Similar campaigns: Campaign Expenses Campaign Expenses Campaign Expenses Campaign Development Value Campaign Development Value Campaign Development Value Media Spending 1 Value Media Spending 1 Value Media Spending 1 Value Media Spending 2 Value Media Spending 2 Value Media Spending 2 Value Media Spending 3 Value Media Spending 3 Value Media Spending 3 Value Evaluation Value Evaluation Value Evaluation Value Offers/Incentives/Disc. Value Offers/Incentives/Disc. Value Offers/Incentives/Disc. Value Total Investment Value Show similar campaigns Total Investment Value Show similar campaigns Total Investment Value Show similar campaigns Marketing Impact Marketing performance: Historic Impact Marketing Impact Target Reached Quantity Av. Top Low i Target Reached Average Top Quantity Low Av. Top Low ii Target Reached Quantity Av. Top Low i Funnel 1 % Quantity Av. Top Low i Funnel 1 Average % Top Quantity Low Av. Top Low ii Funnel 1 % Quantity Av. Top Low i Funnel 2 % Quantity Av. Top Low i Funnel 2 Average % Top Quantity Low Av. Top Low ii Funnel 2 % Quantity Av. Top Low i Funnel 3 % Quantity Av. Top Low i Funnel 3 Average % Top Quantity Low Av. Top Low ii Funnel 3 % Quantity Av. Top Low i Funnel 4 % Quantity Av. Top Low i Funnel 4 Average % Top Quantity Low Av. Top Low ii Funnel 4 % Quantity Av. Top Low i Incremental Sales Quantity Av. Top Low i Incremental Sales Average Top Quantity Low Av. Top Low ii Incremental Sales Quantity Av. Top Low i Av. Gross Margin % Av. Gross Margin % Av. Gross Margin % Profit from Inc. Sales Value Profit from Inc. Sales Value Profit from Inc. Sales Value Cost per Sale Value Cost per Sale Value Cost per Sale Value Other Costs Value Other Costs Value Other Costs Value Incr. Gross Margin Value Av. Top Low i Incr. Gross Margin Value Av. Top Low i Incr. Gross Margin Value Av. Top Low i ROI % Av. Top Low i ROI % Av. Top Low i ROI % Av. Top Low itorsdag 25. november 2010
  • 10. Brand Area Campaign Scenarios Value Product Value Customer Segment Value Time scope From To Campaign 1 Campaign 2 Campaign 3 Campaign Expenses Campaign Expenses Campaign Development 2 200 000 Campaign Development ?? Media Print 2 000 000 Media Print ?? Media Web 1 200 000 Media Web ?? Media Direct Mail 800 000 Media Direct Mail ?? Instore Dealer 40 000 Instore Dealer ?? Offers/Incentives/Disc. 100 000 Offers/Incentives/Disc. ?? Total Investment 6 340 000 Show similar campaigns Total Investment ?? Marketing Impact Av. Top Low Marketing Impact Target Reached 1 200 000 2,5’’ 2,9’’ 1,5’’ i Target Reached ?? Target Consider 5 500 4’ 8’ 2’ i Target Consider ?? Test drive order # 550 500 800 200 i Test drive order # ?? Test drives # 500 450. 600 100 i Test drives # ?? Proposals # 400 350 550 50 i Proposals # ?? Contracts # 220 200 500 40 i Contracts # ?? Incremental Sales 150 180 420 38 i Incremental Sales ?? Av. Gross Margin 30’ Av. Gross Margin 30 Profit from Inc. Sales 4 500 000 Profit from Inc. Sales ?? Cost per Sale 20’ Cost per Sale 20’ Other Costs 6’ Other Costs 6’ Incr. Gross Margin 600 000 420’’ 985 0 i Incr. Gross Margin ?? ROI 9% 20% 40% 0 i ROI ??%torsdag 25. november 2010
  • 11. Brand Area Campaign Scenarios Value Product Value Customer Segment Value Time scope From To Campaign 1 Campaign 2 Campaign 3 Campaign Expenses Campaign Expenses Campaign Development 2 200 000 Campaign Development 2 200 000 Media Print 2 000 000 Media Print 2 000 000 Media Web 1 200 000 Media Web 1 200 000 Media Direct Mail 800 000 Media Direct Mail 1 500 000 Instore Dealer 40 000 Instore Dealer 40 000 Offers/Incentives/Disc. 100 000 Offers/Incentives/Disc. 100 000 Total Investment 6 340 000 Show similar campaigns Total Investment 7 040 000 Marketing Impact Av. Top Low Marketing Impact Target Reached 1 200 000 2,5’’ 2,9’’ 1,5’’ i Target Reached 1 200 000 Target Consider 5 500 4’ 8’ 2’ i Target Consider 7 000 Test drive order # 550 500 800 200 i Test drive order # 700 Test drives # 500 450. 600 100 i Test drives # 650 Proposals # 400 350 550 50 i Proposals # 500 Contracts # 220 200 500 40 i Contracts # 350 Incremental Sales 150 180 420 38 i Incremental Sales 330 Av. Gross Margin 30’ Av. Gross Margin 30’ Profit from Inc. Sales 4 500 000 Profit from Inc. Sales 9 900 000 Cost per Sale 20’ Cost per Sale 20’ Other Costs 6’ Other Costs 6’ Incr. Gross Margin 600 000 420’’ 985 0 i Incr. Gross Margin 1 320 000 ROI 9% 20% 40% 0 i ROI 18%torsdag 25. november 2010
  • 12. Bruk din empiri til å lage et effekt scenario Vurder enkelt konsekvensen av alternativer Sjekk om scenariet var riktig og lær av det 3 Effect Scenario ROMI Optimization 2 Trend Learning 1 Campaign Learningtorsdag 25. november 2010
  • 13. ROMI t Campaign Scenario Planning av Henning Tunsli a kfas bre Effekten av kundenær reklame k tank Quart erly thin av Sturla Hammer pired be ins Sha re and Se eget dokumenttorsdag 25. november 2010
  • 14. n å! f or T a kk ROMI frokost En uformell møteplass Kvartalsvis møtetorsdag 25. november 2010
  • 15. www.penetrace.com Penetrace AS, CEO Henning Tunsli +47 47926600 | contact@penetrace.com www.penetrace.comtorsdag 25. november 2010

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