Using a Virtual Marketplace toEvaluate Your Marketing StrategyJune 19,2013
Welcome to Our Second Installment!2 weeks, 5 webcasts, improved marketing effectiveness
1. TransformationalMarketing Mix Optimization Using a VirtualMarketplacePresenter: JeffMaloy,SeniorVice Presidentand Chief...
Think…For a PDF of this presentation and our advertorialon using big data for marketing planning…Email: ami.bowen@copernic...
Who Am I?Eric PaquetteSenior Vice PresidentCopernicus Marketing Consulting & ResearchHelping clients develop, execute and ...
Today Why we use new modeling techniques to simulate marketplaces and mediaeco-systems How they can inform both short te...
THEN: NOW:7Marketing is becoming more complex
From this…27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 13 20 27 5 12 19 26 2 9...
… to thisSearchAggregated ContentIn-StoreE-CommerceContent SyndicationPre -LaunchPublic RelationsOutreach toInfluencersSpo...
0.852.110.770.911.352.370.691.740.86 0.871.893.32TV OOH Print Radio Digital SearchWe need to evolve how we evaluate and pl...
New analytic techniques likeABM or CCM are providing increased understanding ofthe market and enabling evaluation and simu...
Models provide planning capability to optimize for the immediate-to-short termKnowing what we know, andgiven our current s...
They also provide important diagnostics about the strategy, possibly identifying areasfor improvement over the longer term.
CCMBOE MediaAgentPopulationSales /OtherMetricsExogenous/MacroEffectsCompetitiveActivityA“basic” ABM or CCM explains the ef...
Models are improved by having a fundamental understanding of how marketing andmedia work.More informed models will provide...
 Market Segmentation BrandAdvocates Shopper Journey Advertising Tests Brand Tracking / Drivers Analysis Creative / M...
Your market segmentation provides a wealth of useful informationHappyFamiliesStruggling toGet ByAlways anAngleSimple &Sett...
Revealing insights about your plan and your segmentsSearchAggregated ContentIn-StoreE-CommerceContent SyndicationPre -Laun...
Leverage the network capabilities of models and incorporate Brand AdvocatesDesign Agents to represent your Brand Advocates...
Are Advocates important or not from a planning perspective? Does the plan reach the Advocates? Are there enough of them ...
Map out the Customer Journey What are the steps? When are different media / touchpoints used? What is sought? Are ther...
Include brand ratings and drivers analyses to establish the links between brandperceptions and behaviorsPerceptions of Our...
Advertising, creative and message tests inform the effects Who recalls the ad? What attributes / benefits areimproved? ...
Diagnostics indicate value of opportunities for longer term strategy improvement What is it worth in sales, or cost savin...
Recap New market models can significantly enhance the planning process by providingfeedback and simulation capabilities i...
Optimizing Your Media Plan forthe Bought-Owned-EarnedWorldRolf Olsen, Vice President, Director of Marketing AnalyticsTuesd...
Think…For a PDF of this presentation and our advertorialon using big data for marketing planning…Email: ami.bowen@copernic...
Eric Paquette, Senior Vice President(617) 449-4189Eric.Paquette@copernicusmarketing.com
Upcoming SlideShare
Loading in...5
×

Using a Virtual Marketplace to Evaluate Your Marketing Strategy

254

Published on

In part 2 of the Copernicus Marketing Planning 3.0 webcast series, Eric Paquette describes how marketers can and should evaluate their marketing strategy using a simulation approach to marketing mix optimization. The slides from his presentation offer suggestions for how to embed strategic elements such as targeting, positioning, and communications planning into a virtual marketplace in order to forecast the effects.

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
254
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Using a Virtual Marketplace to Evaluate Your Marketing Strategy

  1. 1. Using a Virtual Marketplace toEvaluate Your Marketing StrategyJune 19,2013
  2. 2. Welcome to Our Second Installment!2 weeks, 5 webcasts, improved marketing effectiveness
  3. 3. 1. TransformationalMarketing Mix Optimization Using a VirtualMarketplacePresenter: JeffMaloy,SeniorVice Presidentand Chief Marketing OfficerAvailable On Demand: brighttalk.com/webcast/1336/763292. Using a Virtual Marketplace to Evaluate Your MarketingStrategyPresenter: Eric Paquette,SeniorVice President„Available On Demand: brighttalk.com/webcast/1336/763313. Optimizing Your Media Plan for the Bought-Owned-Earned WorldPresenter: RolfOlsen,Vice PresidentAvailable On Demand: brighttalk.com/webcast/1336/763334. Leveraging Marketing Investments with MarketingMix ModelingDate:Wednesday,June 26Time: 1 pm EDTPresenter: Irina Pessin,Managing Partner,Data2Decisions US5. MarketingAnalytics:5 Things Every CMO Should KnowDate:Thursday,June 27Time: 1 pm EDTPresenter: PeterKrieg,Presidentand CEOSeries Schedule
  4. 4. Think…For a PDF of this presentation and our advertorialon using big data for marketing planning…Email: ami.bowen@copernicusmarketing.com
  5. 5. Who Am I?Eric PaquetteSenior Vice PresidentCopernicus Marketing Consulting & ResearchHelping clients develop, execute and evaluate transformational marketing strategies
  6. 6. Today Why we use new modeling techniques to simulate marketplaces and mediaeco-systems How they can inform both short term-media planning and potentially longer-term strategy What are useful marketing research inputs to building better models How these, when incorporated in the model, inform the effectiveness of ourstrategy
  7. 7. THEN: NOW:7Marketing is becoming more complex
  8. 8. From this…27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 13 20 27 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18$654,000$654,000$654,000$654,000$11,315,000$11,315,000$11,315,000$11,315,000$13,657,000$13,657,000$13,657,000$2,962,000$2,962,000$2,962,000$2,962,000$1,200,000$550,000$550,000$33,760,000$33,760,000$765,000$765,000$2,970,000$2,970,000$9,085,000$2,325,000$2,325,000$1,025,000$1,025,000$525,000$525,000$225,000$225,000$64,920,000$64,920,000$175,000 $175,000 $175,000$75,000 $75,000 $75,000$1,050,000 $775,000 $500,000$450,000 $375,000 $200,000$9,085,000$255,000$350,000 $385,000 $385,000 $385,000 $255,000 $255,000$350,000 $350,000$33,760,000$255,000 $255,000 $255,000$550,000$5,627,000 $13,624,333 $9,985,667 $4,523,000135 180 90180 135 9035/83 43/107 27/5239/113 35/89 27/60$483,000 $624,000 $305,000$670,000 $528,000 $352,000285 243 243 243 132 265285 380 19065/156 62/132 62/131 60/126 45/70 60/14263/155 70/210 54/106$2,115,000 $1,275,000 $1,265,000 $1,335,000 $492,000 $974,000$2,053,000 $2,802,000 $1,346,000200 168 166 163 82 163200 266 13359/104 56/87 56/86 53/81 36/40 50/8257/102 64/135 46/68$1,810,000 $1,020,000 $1,010,000 $1,080,000 $397,000 $785,000$1,738,000 $2,350,000 $1,125,00077 50 34M ay Jun28/37 21/23 14/16$312,000 $212,000 $130,000CostJul Aug Sep Oct Nov Dec Jan Feb M ar Apr66 HH GRPs/Week GM + DR TV 50/50 :30/:1595 HH GRPs/week GM + DR TV 100% :30s 81 HH GRPs/week GM 35% :30s/65% :15s + DR TV 100% :30s$1,200,00045 HH GRPs/week DRTV Only 100% :30s~45% reach/month~55%+ reach/month~50% reach/month + Dog Wet & Treats New Creative Launch (P4CB)66 HH GRPs/wk GM + DR TV 100% :15~45% reach/month
  9. 9. … to thisSearchAggregated ContentIn-StoreE-CommerceContent SyndicationPre -LaunchPublic RelationsOutreach toInfluencersSponsorshipsPrint Live Read RadioLifestyle PaidMediaPaid Video(TV, Digital)AwarenessDriving Paid MediaRadioWOMLive EventsPaid SocialMobile App Facebook AppPartnershipsYOURBRANDHERE
  10. 10. 0.852.110.770.911.352.370.691.740.86 0.871.893.32TV OOH Print Radio Digital SearchWe need to evolve how we evaluate and planSocialMarketingROIby MediaFromtraditional MMM to….. ….a deeper cross-channelunderstanding ofthe eco-systemand network effects
  11. 11. New analytic techniques likeABM or CCM are providing increased understanding ofthe market and enabling evaluation and simulation the way that media is planned.11Why simulation modeling?Bought Owned Earned
  12. 12. Models provide planning capability to optimize for the immediate-to-short termKnowing what we know, andgiven our current strategy, howdo we optimize our plan?
  13. 13. They also provide important diagnostics about the strategy, possibly identifying areasfor improvement over the longer term.
  14. 14. CCMBOE MediaAgentPopulationSales /OtherMetricsExogenous/MacroEffectsCompetitiveActivityA“basic” ABM or CCM explains the effects of BOE media, competitive activity,exogenous effects on an Agent population on sales or other metrics.SearchAggregated ContentIn-StoreE-CommerceContent SyndicationPre -LaunchPublic RelationsOutreach toInfluencersSponsorshipsPrint Live Read RadioLifestyle PaidMediaPaid Video(TV, Digital)AwarenessDriving Paid MediaRadioWOMLive EventsPaid SocialMobile App Facebook AppPartnershipsYOURBRANDHERE
  15. 15. Models are improved by having a fundamental understanding of how marketing andmedia work.More informed models will provide more detailed insights into the plan and strategy.Marketing Investments TV Advertising PrintAdvertising “MDF”Spend PR SponsorshipsA Forecasting and Campaign Evaluation Model Web Site RankinginSearch Engines PartnerSpend POS PresenceExternal Influences Economic/SocialTrends Category Trends MarketSegment Competitive Activity Price Trends Popularity of YourSponsorship Sales Associate SupportAwareness of and Familiarity withYour BrandPenetration of MarketingActivitiesAttributes/Benefits Perceivedin Your BrandSearch Your Brand(e.g.,web, “shop”)PurchaseConsiderationYour SalesBrandEquity
  16. 16.  Market Segmentation BrandAdvocates Shopper Journey Advertising Tests Brand Tracking / Drivers Analysis Creative / Message TestsAgents can be better informed with your existing marketing research
  17. 17. Your market segmentation provides a wealth of useful informationHappyFamiliesStruggling toGet ByAlways anAngleSimple &SettledSavvySophisticates# of U.S. Adults 38MM 38MM 48MM 32MM 44MMAnnual Spend $133 $131 $98 $95 $71% of Category Spending(Index)26%(136)24%(127)21%(95)14%(92)15%(69)Current Share 27% 20% 16% 16% 14%% of Current Opportunity(Index)37%(195)22%(107)19%(71)10%(63)10%(45)DifferentDemographicsDifferentMedia BehaviorsDifferentin Needs/MotivationsDifferentBuying OccasionsDifferentChannel/ Store Preferences
  18. 18. Revealing insights about your plan and your segmentsSearchAggregated ContentIn-StoreE-CommerceContent SyndicationPre -LaunchPublic RelationsOutreach toInfluencersSponsorshipsPrint Live Read RadioLifestyle PaidMediaPaid Video(TV, Digital)AwarenessDriving Paid MediaRadioWOMLive EventsPaid SocialMobile App Facebook AppPartnershipsYOURBRANDHERE IS IT THE PLANOR THE SEGMENTSTHEMSELVESSalesby Segment
  19. 19. Leverage the network capabilities of models and incorporate Brand AdvocatesDesign Agents to represent your Brand Advocates How many are there? What are their demographics /media behaviors? What are their advocacy behaviors?
  20. 20. Are Advocates important or not from a planning perspective? Does the plan reach the Advocates? Are there enough of them to drive sufficient sales? Do they reach the right segments? Are they active enough?
  21. 21. Map out the Customer Journey What are the steps? When are different media / touchpoints used? What is sought? Are there seasonalelements? Does advertising reach people withthe right message during the rightmoments and mindset?
  22. 22. Include brand ratings and drivers analyses to establish the links between brandperceptions and behaviorsPerceptions of Our Brand vs. Competition on Each AttributeBoth the SameOur BrandSuperiorExcellent:Could not BeBetterAcceptable,But Could BeBetter UnacceptableOur BrandInferiorMotivatingPower ofAttribute/BenefitHighKeyPositioningOpportunityPrice ofEntry—MaintainPossibleOpportunityMajorOpportunitySeriousWeakness—Tryto FixMod SecondaryOpportunitySecondaryPrice of EntrySecondaryOpportunitySecondaryOpportunitySecondaryWeaknessLowPotentialOpportunity—IncreaseImportance?Cut Costs? No Action No Action No ActionBrandStrategyMatrix™Value of Strategy Ranked from highest to  lowest
  23. 23. Advertising, creative and message tests inform the effects Who recalls the ad? What attributes / benefits areimproved? Who cares about those the most? Who is inspired to act?
  24. 24. Diagnostics indicate value of opportunities for longer term strategy improvement What is it worth in sales, or cost savings? What is the implied ROI of investments in strategy improvement?Media InvestmentSalesEffect of StrategyImprovementCurrent StrategyImproved Strategy
  25. 25. Recap New market models can significantly enhance the planning process by providingfeedback and simulation capabilities in the same way that media are planned The more you inform those models with your understanding of the market, thebetter able they will be to explain sales or other useful metrics Informing with your “strategy” also enables evaluation / diagnostics of your strategy Enables identification of weaknesses that should be improved and even expectedlevels of return for making those improvements
  26. 26. Optimizing Your Media Plan forthe Bought-Owned-EarnedWorldRolf Olsen, Vice President, Director of Marketing AnalyticsTuesday, June 25, 2013
  27. 27. Think…For a PDF of this presentation and our advertorialon using big data for marketing planning…Email: ami.bowen@copernicusmarketing.com
  28. 28. Eric Paquette, Senior Vice President(617) 449-4189Eric.Paquette@copernicusmarketing.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×