Case Neste – How we increased return on marketing investments by 600 % by Heidi Peltonen

1. Heidi Peltonen,
Marketing and Services, Neste
Case Neste
– How we increased return on
marketing investments by 600 %
@peltonenheid

2. How we increased return
on marketing investments
by 600 %
Heidi Peltonen | Neste, Marketing & Services
@peltonenheid, #ROMIhaaste
Future of data-driven leadership

3. Neste, Marketing & Services
Transformation journey
We are leading and developing
our capabilities towards
offering the best customer
experience.
Analytics and
Utilization of
Data
Situational
marketing
automation
New services
and digital
solutions
Developing
ecosystems

4. Old way of thinking
We have a marketing budget. Our purpose is to think to which medias should we spend
budget to maximize the awareness of the messages that improve our brand.
How is marketing changing?
We need to investigate and mine customer data to recognize the most potential customer
segments to find out the most potential and what they need. When we have recognized
the potential, we need to consider which medias and targeted messages give us the most
impact to increase our return on marketing investments.
New way of thinking

5. #1
Start measuring impact of
marketing from anywhere.
But start today.

6. First response I got was:

7. Seriously? This is your campaign analysis?
How are we going to improve it?
anonymous data analyst
”
First response I got was:

8. #2
Utilize all data that you got.
Even if it is not that much.

9. How much return did we get for the marketing investment?
• ROMI = incremental margin / spend
Baseline:
• RFM-based control group
• R(ecency), F(requency),
M(onetary value)
How did we start measuring b2b ROMI?

10. Understanding the impact of B2C marketing

11. #3
Love processes. Passionately.
Because it will take time.

12. Utilizing ROMI modelling
Modelling
Analysing the
results
Optimize and
implement
Allocate marketing
investments to
channels which work
the best
Collecting data and
input gathering
Identify which
channels work the
best

13. #4
Let go of the old.
Even if it hurts like hell.

14. Marketing
Programmes
Data, Platforms
Technology
From yearly planned campaigns to account-based,
targeted actions that maximize ROMI.
CHURN
Customer
lifetime
value
Customer journey
analysis grouped
by segmentation
LOYAL
NEW
New customer trickers
Segmented actions
Churn prevention effortsRETENTION
EXPANSION
ACQUISITION
ABANDON

15. #5
Everytime you get good results,
enjoy them. And share it with
everyone.

16. Year
1-12
Avg customer amount per
campaign
Campaigns executed Margin ROI
%
2016 18 785 12 79 %
2017 3 050 27 478 %
Together with sales — within one year — we increased
our return on marketing investments in by
+ 591 %
How much return did we get for one
invested euro in campaigns (%):
Incremental margin
(campaign margins - baseline margins)
Marketing spend
If you can’t measure it, you can’t improve it

17. And then — take utilizing data
for building creative campaigns.
How do you create a campaign that helps to
support Finnish work in
a concrete way?

18. The cost of unemployed
amounts to 6 billion
euros per year.

19. 80 % of
unemployed are
motivated to work.

20. However, that job has to
be accepted as far as 80
kilometres from home.

22. Finlandia by Forest Machines
400 000 kilometres for the unemployed.
10 million eyes captured.
Media-value worth of 3 million euros.
Silver in #VuodenParas competition.

23. 1. Start today.
2. Utilize all data you got.
3. Love repeating the process.
4. Let go of the old.
5. Share good results.
BONUS Lead creativity with insight & data.
FIVE STEPS TOWARDS MEASURING
THE IMPACT OF MARKETING.

24. Thank you.
Questions?
Heidi Peltonen | Neste Marketing & Services
@peltonenheid, #ROMIhaaste