How continuously improve on marketing ROI with lessons learned from the Total Quality Movement. Create a Plan-Do-Learn-Change process with a continuous cycle on measuring what you need to learn how to improve, then keep it going with increases in ROI thresholds as you improve.

1. Continuous
Improvement
in
Marketing
ROI
FAAB June 11, 2015

2. © Foresight ROI, Inc. 2015
ROI
Decisions Outcomes
Link Decisions to Outcome with ROI
Measurement & Forecasting

3. © Foresight ROI, Inc. 2015
Continuous Marketing Improvement with
Plan-Do-Learn-Change
Do
LearnChange
Plan
1. Establish objectives,
strategies & tactics to
deliver the results
2. Set action plans
forecasted to deliver
the results
1. Execute action plans
2. Monitor execution
and budget
1. Measure to learn
what works
2. Compare actual
results to forecast
1. Develop performance
improvement plan
2. Raise results targets
based on expected
improvements

4. © Foresight ROI, Inc. 2015
Optimize Resource Allocations &
Plan Marketing that Deliver Targeted Results
Fund your best customers, brands,
platforms
Plan activities forecasted to deliver target
results

5. © Foresight ROI, Inc. 2015
Monitor marketing execution &
manage budget invoices vs planned

6. © Foresight ROI, Inc. 2015
Measure what you need to learn for better
decisions & compare actuals to forecast
Forecast Actual Diff.
Performance
SM ROI 1.10 1.20 0.10
Category Trend Impact 0.0% 1.2% 1.2%
Total Volume 430k 450k 20k
Trade Lift Volume 90k 110k 20k
% Contribution 21% 24% 4%
SM Volume Lift 32k 35k 3k
% Contribution 7% 8% 0%
Profit Lift from SM $220k $240k $20k
Drivers
Spend $200k $200k $0
% ofRevenue 1.6% 1.6% 0.0%
Coupon Redemptions 1,000 1,000 0
% Redemption 10.0% 10.0% 0.0%
Pre-store Reach 8.3 M 8.3 M 0
% Reach 4.5% 4.5% 0.0%
In-store Reach 4.3 M 4.3 M 0
% Reach 12.0% 12.0% 0.0%

7. © Foresight ROI, Inc. 2015
Learn which events, retailers, brands, tactics
worked & why

8. © Foresight ROI, Inc. 2015
Continuous improvement through
Plan-Do Learn Change,
raising the bar as you learn what works
LearnChange
Learn
Change
MROI
Plan Do
Learn
Change
Plan Do
Learn

9. © Foresight ROI, Inc. 2015
Continuous Marketing Improvement with
Shopper Planner
ate
CPM
4-tile
Lift
Volume ROI
ROI
4-tile PTP Int Rel Reco Spend Reach Cost Rate
Lift
Volume ROI
692 1.40 $5,500 692 1.65
dem 72 0.95 Repeat $1,000 900 $1.11 /redem 72 0.95
43 540 43
29 360 29
CPM 180 0.96 Revise $1,500 400,000 $3.75 CPM 180 1.60
100 200,000 100
80 200,000 80
CPM 350 2.33 Repeat $2,000 200 $0.40 CPM 350 2.33
200 100 200
150 100 150
CPM 90 1.08 Remove $1,000 20 $2.00 CPM 90 1.08
90 20 90
Revise $1,000 20 $2.00 CPM 120 1.44
20 120
Recommendation Simulation
Do
LearnChange
Plan

10. Thank You