Paul Laughlin, Managing Director, Laughlin Consultancy
@LaughlinPaul
Actionable Budget
Marketing Strategy
#MSMS2015
© Laughlin Consultancy Ltd, not to be used without permission.

Klondike Goldrush
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Klondike Goldrush
© Laughlin Consultancy Ltd, not to be used without permission.

Our digital goldrush
❖ How many Twitter Followers?
❖ How many Facebook Fans/Likes?
❖ Has your video ‘gone viral’ on YouTube?
❖ How many downloads of your latest app?
❖ How many site/blog visits?
❖ How many people saw your commercial?
❖ Are we being recommended?
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What a business should measure
❖ Turnover is vanity…
❖
. . . Profit is sanity
❖ Return On Investment
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Simple case
SalesRevenue&MarketingCost(£)
Marketing Spend (£)
Sales Revenue Marketing Cost Base level of sales

SalesRevenue&MarketingCost(£)
Marketing Spend (£)
Sales Revenue Marketing Cost Base level of sales Revenue - Marketing Cost
Net revenue view
Value destroying
Marketing

Revenue&Costs(£)
Marketing Spend (£)
Net Revenue (Revenue - Marketing Spend) Fixed & Variable costs
Limitations of Net Revenue
Profitable Marketing Loss-making Marketing

ROME
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ROME = ( Δ∆Revenue – Δ∆Costs) / Δ∆Marketing Spend
From “Marketing Payback” Robert Shaw & David Merrick:

Two types of Marketing
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• Brand building
• Awareness & Consideration
• Maintaining Share of Voice
• Social can be both (from LinkedIn ads to broadcast YouTube)
ATL
BTL
• Targeted communications
• Personalised & timed
• Driving action, often to buy

Econometrics for ATL
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• Statistical technique(s) to help assess which of many possible
factors are key drivers of sales results, combine them in a
quantitative model and then use to predict the future
• Business input
needed on factors
• Establish Base
• Allow for ad-stock
• Evaluate ‘halo
effects’

Experimental Method for BTL
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Response'
Data'
(all'channels)'
Contact'
History'
F2F/Service'
Call'Centre'
Website'
Outbound'
eMail/DM'
Social'
STEP'1'
Data$Gathering$
STEP'2'
Matching$Back$ Response'
Contact'
History'
STEP'3'
Considering$
rela5onship$
and$other$
drivers$
Brand$
Rela5onship$
Learning$from$
Econometrics$
Marketing attribution includes
considering multi-media attribution &
multi-channel view of value
Targeted$$
+$
Contacted$
Untargeted$
+$
Contacted$
Targeted$$
+$Not$
Contacted$
Untargeted$
+$Not$
Contacted$

You need insight
Customer
Data
Customer
Research
Customer
Analysis
Database
Marketing
Feel &
Measure
Target
Marketing
Converge
Evidence
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Marketing Attribution
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Incremental
Modelled
Financial
Reporting
Market
Position
Media
Tracking

Budget Allocation step 1
❖ Annual Marketing budget
setting often done by:
❖ functional unit allocation
❖ share of revenue allocation
❖ share of voice allocation
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❖ More important to ‘rightsize’ the budget
❖ Optimising ROME not qualitative metrics

Budget Allocation step 2
❖ Optimal allocation across:
❖ Products/Markets
❖ Brands
❖ Purchase Funnel
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❖ Compare ROME contributions of each ‘cube’
❖ Consider evidence for media interdependencies

Positive Case Study

Diageo Marketing Measurement
Impact on the Consumer
Low High
ROI(5year)
100%
-100%
Brand A Brand B Brand C
TV Print Digital TV Print Digital TV Print Digital
GB ————— DOWN
Ireland UP
Spain
France
Portugal UP NEW NEW
Greece
Australia
South Africa
Mexico DOWN UP
Proven Effective Not yet proven
Judged Effective Unsatisfactory (ineffective)
1. Dogs and Stars chart
2. Advertising
effectiveness by brand

Credibility requires Accountability
❖ Use the language of profit
❖ Use ROME with Finance
❖ Converge attribution evidence
❖ Rigorous budget allocation
© Laughlin Consultancy Ltd, not to be used without permission.

linkedin.com/in/paullaughlin
paul@laughlinconsultancy.com
+44 (0)7446 958061
Contacting me:
customerinsightleader.com
laughlinconsultancy.com
@LaughlinPaul
© Laughlin Consultancy Ltd, not to be used without permission.