SV SAOTY

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SV SAOTY

  1. 1. ANALYTICS DRIVENMEDIA PLANS
  2. 2. 2THE OBJECTIVEGROW THE BRAND THROUGHMEDIA IN 2013
  3. 3. 3THE REAL OBJECTIVEPERSUADE PRIVATE EQUITY TORE-DOUBLE THEIR INVESTMENTIN MEDIA
  4. 4. 4THE APPROACHUTILIZE REDBOXMIX MODELING TOPREDICT THE POTENTIAL ROI OFAN INCREASED INVESTMENT
  5. 5. THE RESULT•  REDBOX MODELING OF 55 MARKETING VARIABLES•  OPTIMIZING MEDIA MIX FROM $1MM TO $20MM•  DETERMINED BUDGET LEVEL SWEET SPOT OF $9MM•  HAPPY PRIVATE EQUITY GUYS5BUDGET SIZE | PROFITABILITY SCENARIOSSTRIVECTIN 2010-13 MARKETING ATTRIBUTIONMAX BUDGET LEVEL:$9MM
  6. 6. 6BUT WAIT, THERE’S MORE …
  7. 7. 7OUR MARKETING CHALLENGE(S)1.  OVERELIANCE ON PRINT WITH NOMEASURE FOR SUCCESS2.  RELUCTANCE TO SPEND INDIGITAL3.  SILOED SOCIAL MARKETING
  8. 8. 8SOLUTION #1REDUCE PRINT INVESTMENT BYSHOWING WHICH PRINT TITLESDRIVE SALES YES WE SAID TITLES
  9. 9. 9SOLUTION #1•  33 TITLE PRINT MIX in 2012•  ATTRIBUTION MODELING REDUCED TO 12BEST PERFORMING•  COMBINED WITH TARGET PUBLICATIONINDEX & CPM EFFICIENCY INDEX12 TITLES 21 TITLESPRINT EFFECTIVENESS MODELINGPRINT TITLEEFFECTIVENESSMODELING:FROM 33 TO 12TITLESRANKINGOPPORTUNITYTARGET TITLEINDICESRANKINGCPMEFFICIENCYINDICESSUPERINDEXING OFTOP TENTITLESX X =
  10. 10. 10SOLUTION #2USE THE SAVINGS TO FUNDDIGITAL AND VIDEO TEST ANDINVIGORATE SOCIALENGAGEMNET
  11. 11. 11THE PLAN IN ACTIONSUSTAINED SOCIAL CONSUMER ADVOCACYEXPERT ADVICE IN GOOGLE HANGOUTS
  12. 12. 12THE PLAN IN ACTION“EYE-THORITY” APP SKIN CANCER AWARENESS MOSAIC
  13. 13. THE RESULTS500% INCREASE IN DIGITAL INVESTMENTFROM $150K TO $600KORGANIC LIKES UP 48% NON PAIDFROM 77,000 TO 214,000 JAN ‘13 – MAR ’13SOCIAL ENGAGEMENT UP 2000%FROM 0.4% “SHARING/TALKING ABOUT STRIVECTIN” TO 7.6%PROVIDED ACTUAL ROI ON SOCIAL INVESTEMENT113% ROI ($1.13 BACK FOR EVERY DOLLAR SPENT)
  14. 14. THE RESULTSBRAND RELEVANCE & CONSIDERATIONDOUBLED VS. BASELINEBRAND TRIAL +4% VS. PRE-OPTIMIZEDMEDIA BASELINE HEALTH INDEX | FEMALES BRAND CONSIDERATION | FEMALESREDBOX PRINTMEDIA MIXHOLIDAY HOLIDAYREDBOX PRINTMEDIA MIX

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