The document describes a marketing intelligence platform called mii that analyzes advertising performance. Mii combines media spending data with sales volumes to provide evidence-based insights into which advertising channels and campaigns are driving the most profitable growth. It allows comprehensive analysis of online and offline advertising across TV, radio, digital, print and more. Mii's dashboards show metrics on a daily or hourly basis to help optimize advertising strategy and maximize return on investment.

1. Advertising
aproduct,
aservice,
abrand?

2. sales are you generating from TV, compared to radio?
What
channels and stations work best—and when?
Which
your online and press adverts compare?
Howdo
Areyourpromotions driving profit or eroding it?

3. rational, rapid results
answers these and other challenges by presenting
previously incompatible advertising and sales data
in one powerful marketing intelligence platform.
mii allows comprehensive scrutiny ofonline and offline
media performance, including TV, radio, digital,
promotional and print.
And it uses your actual response and sales volumes
to deliver evidence-based analysis to your desktop.
Daily or even hourly.
■ u s i n g r e a l w o r l d r e s p o n s e a n d s a l e s v o l u m e s

4. forensic discovery
mii is focused on cause and effect, helping you to link
the creative, channel, media and timing elements of
your campaign with actual increases in your footfall,
calls, web hits, sales…
And it’s proven to workforretailers, services companies,
and brands selling via distribution and channel partners
by revealing how well their advertising mix is driving
profitable growth.
Metric Media Type
Date Press Radio Television Unknown Volume
Metric MeMMMMMMMMMMMMMMeeeMeMMMMMMMMeeMMMMMMMMMMMMMMMM dia Tyyyyypepepeppepppppeepepepeppppppepepeeeepppppppppp
Date Press Radio Television Unknown VolumeVolumen Unknown V
■ p r o v e h o w m u c h r e v e n u e i s g e n e r a t e d f o r e v e r y £ s p e n t o n a n y a n d a l l a d v e r t i s i n g
Investment Performance over Time Reports the Relationship between
the volume of Sales Revenue or Web page views against Media investment
by type—at a daily event level over a defined date range period. The
default view reports Sales Revenue against Media spend (£) for the
last complete calendar month.

5. actionable insight■ c o n t i n u o u s l y a d a p t a n d e v o l v e y o u r s t r a t e g y
sku
store
region
advertising performance
total sales/calls/web hits…
basket analysis
advertising return
optimum media investment
and growth opportunities
Your mii dashboard shows every:
Letting you compare
days, weeks and months of:
For a fast, detailed analysis of:

6. activities
outcomes
providing the guidance■ e m p o w e r i n g y o u r t e a m
Refine and integrate
your data streams
into mii
Work with you,
identifying
‘quick wins
Implementing your
‘quick wins’, with
(typically) a 20+%
performance uplift
Additional joint projects
and training by MIME
Ongoing data-driven optimisation—
managed by your team and
supported by MIME as required
Weinitiallyembedourselveswithyourteam,coachingthem
in the use of mii, helping capture early results and ensuring
a strong platform for continued returns.
While clients’ data, processes and gains differ you’ll typically
see results within weeks of ‘going live’ and enjoy
compounding benefits thereafter.
Payback typically
occurs here
Baseline returns
Ongoing returns;
20%+ performance
over non-optimised
advertising
Campaigns
Market
pressures
Market
pressures
Market
pressures
1 3 6 9month months months months
US
YOU
Go live

7. implemented for you■ c o m p r e h e n s i v e v i s u a l p r e s e n t a t i o n , d e l i v e r e d i n r e a l t i m e a n d s h a r e d i n s t a n t l y
Our advertising is performing well; what is the benefit?
Firstly, mii helps marketers prove how much their campaigns are
contributing to the business. And by massively simplifying data
collection and analysis, it helps them deliver even faster, better
informed decisions.
Our agency/analysts already provide this service?
Usually ‘media analytics’ concentrates on media performance
statistics, looking at: whether ratings purchased were delivered;
were the costs per ‘gross rating point’ exceeded; were reach
and frequency metrics achieved…
mii is purely results-oriented as its reports use actual business
data, including sales, calls, web hits and footfall. And it delivers
them in minutes not days.
How would mii benefit our analysts?
It lets them focus on what the results are revealing, rather than
losing time gathering and sifting through mountainous data.
How up to date can mii be?
As up to date as the data loaded into it—daily or even hourly.
What’s the limit to the data you can handle?
mii is proven with clients generating 100’s of gigabytes and
millions of monthly transactions.
Where will our data be stored?
Weneedtocentraliseyourdatatablestorunourcomplexqueries.
mii is hosted by Rackspace, the gold standard in security
and reliability.
What data does mii need?
You probably have at least 90% of it now. We need sales data
(mii draws on individual transactions and sku’s, but it's not
always necessary for some clients), your calls, web and other
‘response’ data, and your media channel data.
We analyse what you have, how it is stored, what it will contribute
and, where necessary, what's needed to ensure it will go into mii.
How much ‘IT’ is involved?
mii is a marketing tool, not an IT project. It’s cloud-based and
engineered to be as simple to implement as it is to use. We
generally only require IT help in automating regular reports
from your data.
What is our initial cost?
Nothing—as we charge a monthly service fee there is no up
front cost to you.
What is our investment?
While this depends on the amount and complexity of your
data, mii’s annual cost is typically recovered from cost savings
or sales uplift within the first 3 months.
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8. betterperformance
is engineered to raise your expectations:
• readily comparing myriad data sources
• contrasting pre-, during- and post-campaign performance
• empowering staff to make better decisions
• driving 15–30% improvement in advertising ROI
• outperforming your competitors
■ c o m b i n i n g m e d i a d a t a w i t h b u s i n e s s o u t c o m e s i d e n t i f i e s w h a t a d v e r t i s i n g i s w o r k i n g a n d w h a t i s n ’ t

9. richer insight, better outcomes
If you need your advertising to make the biggest impact
for the least investment, call us to arrange an in-depth
discussion and demonstration of mii.
Phil Rothwell or Zoe Smith
0845 450 1636
phil.rothwell@mimeanalytics.com
zoe.smith@mimeanalytics.com
mimeanalytics.com