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Sarah Probert & Viven McKechnie, pt78 : The First 5 Steps to Creating a Marketing Effectiveness Culture in your Organisation

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Sarah Probert & Viven McKechnie, pt78 : The First 5 Steps to Creating a Marketing Effectiveness Culture in your Organisation

Published in: Marketing

Sarah Probert & Viven McKechnie, pt78 : The First 5 Steps to Creating a Marketing Effectiveness Culture in your Organisation

  1. 1. 1 Creating a Culture of Marketing Effectiveness #DMXDublin @Pt78global
  2. 2. 2
  3. 3. 33 “Half the money I spend on advertising is wasted, the trouble is I don’t know which half.” John Wannamaker 1838 - 1922
  4. 4. 4 ROI is a dirty word ROI *$%..... ..is a dirty word
  5. 5. 5 Don’t measure effectiveness through efficiency.
  6. 6. 6
  7. 7. 7 Marketing Effectiveness Successfully achieving business outcomes while ensuring maximum return on investment.
  8. 8. 8 TAB5 What does it look like? ▪ Seat at the table ▪ Common language ▪ Long-term focus ▪ Predicting not explaining ▪ Evidence-based decision making ▪ Investment of time, money & resource ▪ Permission to fail
  9. 9. 9 Why do you want it? Forbes Marketing Accountability Report 2018
  10. 10. 10 Where are you on the journey?
  11. 11. Barriers to adoption.
  12. 12. 12 One bite at a time.
  13. 13. 13 Objectives Measurement Toolkit Efficiency Capability Collaboration Evidence-based decision making Well executed Creating a culture of marketing effectiveness
  14. 14. 14 Effectiveness is a team sport.
  15. 15. 15 Skills Shortages. Source: Marketing Sentiment Survey 2019
  16. 16. 16 Closing the gap. Source: AMI Senior Marketing Monitor 2018 Feel equipped to meet this challenge 33-45% Measuring the effectiveness of marketing activity is a high priority 64-72%
  17. 17. 17 Where marketing plays a lead role. Source: Alternatives Salary, Market Insights and Sentiment Survey 2018
  18. 18. 18 Objectives Measurement Toolkit Efficiency Capability Collaboration Evidence-based decision making Well executed
  19. 19. 19 Waterfall of Objectives™ Commercial Objectives Marketing Objectives Marketing Metrics Business Objectives
  20. 20. 20 Waterfall of Objectives™ Commercial Objectives Marketing Objectives Marketing Metrics Brand Awareness Consideration Favourability Reputation Purchase Intent Loyalty Churn / Retention CSS / CX NPS Product Product per customer Up-sell Acquisition CPA / CPL Lead Gen Conversion NPS Volume Occasions Frequency Value Ave Product Margin Price Premium PPU Customer % HVC Ave sale value Customer margin Channel % Direct sales Retail penetration Customer Loyalty Customer Acquisition Portfolio Growth Volume Product Value Customer Value Channel Value Market Share Category Growth New Markets Distribution Price Sensitivity Segment Value Sales Margin Cost Business Objectives
  21. 21. 21 Waterfall of Objectives™ Commercial Objectives Marketing Objectives Marketing Metrics Brand Awareness Consideration Favourability Reputation Purchase Intent Loyalty Churn / Retention CSS / CX NPS Product Product per customer Up-sell Acquisition CPA / CPL Lead Gen Conversion NPS Volume Occasions Frequency Value Ave Product Margin Price Premium PPU Customer % HVC Ave sale value Customer margin Channel % Direct sales Retail penetration Customer Loyalty Customer Acquisition Portfolio Growth Volume Product Value Customer Value Channel Value Market Share Category Growth New Markets Distribution Price Sensitivity Segment Value Business Objectives Sales Margin Cost
  22. 22. 22 Waterfall of Objectives™ Brand Awareness Consideration Favourability Reputation Purchase Intent Loyalty Churn / Retention CSS / CX NPS Product Product per customer Up-sell Acquisition CPA / CPL Lead Gen Conversion NPS Volume Occasions Frequency Value Ave Product Margin Price Premium PPU Customer % HVC Ave sale value Customer margin Channel % Direct sales Retail penetration Customer Loyalty Customer Acquisition Portfolio Growth Volume Product Value Customer Value Channel Value Market Share Category Growth New Markets Distribution Price Sensitivity Segment Value Sales Margin Cost 6% 18% category +20,000 Consideration +4% Purchase Intent +3% CPA €42
  23. 23. 23 BRAVE SELECTIVE CONSISTENT RELEVANT Measurement
  24. 24. 24 What’s in the Annual Report? Source: Sky Annual Report 2018
  25. 25. 25 What’s in the Annual Report? Source: Sky Annual Report 2018
  26. 26. 26 What’s in the Annual Report? Source: John Lewis Annual Report
  27. 27. 27 Your toolkit. Measure what you should, not what you can.
  28. 28. 28 Channel Planning Consumer Insights & Research Econometrics MMM Optimisation Tech Data & Analytics Reporting Challenge your toolkit.
  29. 29. 29 Evaluating your toolkit. ▪ What are all the data sources in your wider organisation? ▪ Broad purpose of tool? ▪ Inputs? ▪ Outputs? ▪ Requirements?
  30. 30. 30 The 60 Minute Investment Audit™ Measure what you should, not what you can - innovate for new investment models Maximum positive effect - focus on the big wins and key risks Streamlined – conduct as quickly as possible, adopt technology solutions where possible. Stop Start Continue – teams, agencies and auditors collaborate to improve ROMI Key Areas Checklist Consider Value Benchmarks Regularly benchmark value v market norms. Return Evaluation & Optimisation Test & learn built into our day to day operations. Resource Roles & Responsibilities Clearly defined across internal and agency teams. Objectives Understood by all working on business. Accountability aligned with responsibility. Transparency Supply chain Contracts regularly review, ask direct questions, expect full disclosure. Understand margins, in/out-of-scope. Control Spend match Have a single real-time view of budget. Regularly match plan v invoice v delivered. Delivery check A systematic approach to checking delivery. Campaign control Structures for changing and optimising mid –campaign.
  31. 31. 31 Objectives Measurement Toolkit Efficiency Capability Collaboration Evidence-based decision making Well executed Creating a culture of marketing effectiveness
  32. 32. The 5 steps from here?
  33. 33. ▪ Meet with your CFO ▪ KPIs on one (small) page ▪ Re-think your tools ▪ 60 minute investment audit ▪ Skills Audit The 5 Steps from here?

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