Så har du kontroll över kampanjeffekten
           Frukostklubben / 17. november 2009




                                ...
“Why shouldn´t we cut 20%
off your marketing budget next year?”




                Facts or visdom?
The survey
    report is
     ready!     The sales
                 report is
                  ready!

                  ...
Internet Retailer IT   Shopping Mall Giant




Penetrace is built by six advertisers in:




   2006
    They wanted to in...
Let’s build a marketing learning tool!
        For Maximum Return on Marketing Investments

                      A learni...
Ground Zero in Marketing
                                                                                                 ...
Central KPI database    Industry benchmarks
                                                                             ...
My Campaigns (Library)




                         A complete arhcive
                           Cross countries
        ...
Campaign Learning
                                                         •Key learning points
                          ...
Campaign Evaluation Data



                           Why?
    Perception Data
                           Why?

     Cont...
Benchmarking




                 VS
Campaign 1               Campaign 2




                                  Same produc...
My Campaigns




Perception Data




                  Effect Data
Ad recall                 Economy




Brand recognition           Word of mouth




                    Sales


          ...
14
Efficient data supply = Lower costs!




   No meetings!                        Just order, watch and learn!
   No discuss...
1. Describe and order




   No meetings!               Just order, watch and learn!
   No discussion!             No meet...
2. Evaluate and comment




   No meetings!               Just order, watch and learn!
   No discussion!             No me...
Ground Zero in Marketing
                                                                                                 ...
Brand Learning
                                                          •Key learning points
                            ...
Why?




               Results!



What?




                          21
Campaign Monitor                    Brand Monitor                          Penelytics
benchmark campaigns     benchmark br...
Ground Zero in Marketing
                                                                                                 ...
Medlemmer av SvA får Campagin Monitor for SEK 1/mnd.


                                                                   ...
Why Do Some Advertisers Pay Less for More...?




                                                27
1   They gather data systemacially - owning the data




2   They always calculate and discuss ROI




3   They act on fac...
Takk for meg!



                        Henning Tunsli
                        +47 92803069
                henning@penet...
Penetrace Increasing Roi On Marketing Investments
Penetrace Increasing Roi On Marketing Investments
Penetrace Increasing Roi On Marketing Investments
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Penetrace Increasing Roi On Marketing Investments

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Penetrace Increasing Roi On Marketing Investments

  1. 1. Så har du kontroll över kampanjeffekten Frukostklubben / 17. november 2009 Penetrace AS ved Henning Tunsli +47 92803069 henning@penetrace.com
  2. 2. “Why shouldn´t we cut 20% off your marketing budget next year?” Facts or visdom?
  3. 3. The survey report is ready! The sales report is ready! Problem with search No benchmarks Time consuming reporting The ratings from TV3 is Useless for statistical analyses ready! The web report is ready!
  4. 4. Internet Retailer IT Shopping Mall Giant Penetrace is built by six advertisers in: 2006 They wanted to increase ROI Telecom Retailer Farmacy Finance & Insurance Retailer Food 4
  5. 5. Let’s build a marketing learning tool! For Maximum Return on Marketing Investments A learning tool A benchmark tool A decision tool A monitor
  6. 6. Ground Zero in Marketing Models? Prediction? Data? ROMI? Long vs. short term? Objectives? 3 ROCI? Benchmarking? ROMI Optimization Campaign prediction Multimedia? 2 Brand equity prediction Brand Learning 1 Benchmark brands Long term effects Campaign Learning Benchmark campaigns Short term effects 6
  7. 7. Central KPI database Industry benchmarks Media Channel Benchmarks (multimedia, singlemedia, online/offline, mass/direct) Best Practice Forums WEB BASED ACCESS ACCESS CONTROL BY BRAND OWNER ONLINE CREATION AND MAINTENANCE OF: Corporate Brand Strategy (Brand Positioning Statement, Values, Associations) Performance report (Key Performance Indicators on Brand and Products) EVERY BUSINESS UNIT CAN EASILY: Create, store and edit Campaigns Read and learn with Local Dashboards Align market settings, like Customer Segments, Competitors Upload any Nationally Created Document and / or Marketing Material Norway Sweden Denmark Finland UK France
  8. 8. My Campaigns (Library) A complete arhcive Cross countries Available now
  9. 9. Campaign Learning •Key learning points * Comments * Score •Results (what happened?) * Sales * Word of mouth in social media * Web traffic * Call traffic * ROCI •Customer perception (why did it happen?) * Recall * Involvement * Motivation * Intentions and preference •Contextual issues (why did it happen?) •Campaign objectives •Campaign description Perception surveys are mostly web-based (CAWI) where data is gathered by a traditional research Penetrace Campaign Monitor. instructions. agency based on Penetrace Copyright 2009 Penetrace AS
  10. 10. Campaign Evaluation Data Why? Perception Data Why? Context Data What? Effect Data What? My Campaigns A complete arhcive Cross countries Available now 10
  11. 11. Benchmarking VS Campaign 1 Campaign 2 Same product/brand Average 1 Same category Average 2 Region X Average 3 A complete arhcive Cross countries Available now 11
  12. 12. My Campaigns Perception Data Effect Data
  13. 13. Ad recall Economy Brand recognition Word of mouth Sales 13
  14. 14. 14
  15. 15. Efficient data supply = Lower costs! No meetings! Just order, watch and learn! No discussion! No meetings! No PowerPoint reporting! One click view! Direct import!
  16. 16. 1. Describe and order No meetings! Just order, watch and learn! No discussion! No meetings! No PowerPoint reporting! One click view! Direct import!
  17. 17. 2. Evaluate and comment No meetings! Just order, watch and learn! No discussion! No meetings! No PowerPoint reporting! One click view! Direct import!
  18. 18. Ground Zero in Marketing Models? Prediction? Data? ROMI? Long vs. short term? Objectives? 3 ROCI? Benchmarking? ROMI Optimization Campaign prediction Multimedia? 2 Brand equity prediction Brand Learning 1 Benchmark brands Long term effects Campaign Learning Benchmark campaigns Short term effects 19
  19. 19. Brand Learning •Key learning points * Comments * Score •Customer perception * Recall * Share of Heart * Share of Mind * Share of Wallet •Contextual issues •Results * Sales * Word of mouth in social media * Web traffic * Call traffic * ROMI •Branderobjectives utført Målinger oftest webmålinger (CAWI) av Norstat med fra 50-100 intervjuer per uke. Penetrace Campaign Monitor. Copyright 2009 Penetrace AS 20
  20. 20. Why? Results! What? 21
  21. 21. Campaign Monitor Brand Monitor Penelytics benchmark campaigns benchmark brands/regions/markets personal performance moniotor short term effects long term effects ROMI indicators My Campaigns My Campaigns Effect Data Survey Data Context Data 24
  22. 22. Ground Zero in Marketing Models? Prediction? Data? ROMI Long vs. short term Objectives 3 ROCI Benchmarking ROMI Optimization Multimedia Ok 2 Campaign prediction Brand equity prediction Brand Learning Ok 1 Benchmark brands Long term effects Campaign Learning Benchmark campaigns Short term effects 25
  23. 23. Medlemmer av SvA får Campagin Monitor for SEK 1/mnd. Penelytics (campaign prediction room) Campaign Campaign Brand Monitor Campaign Brand Monitor Simulator Monitor Monitor (brand development dashboard) Monitor (brand development dashboard) (campaign prediction room) (campaign effect (campaign effect (campaign effect dashboard) dashboard) dashboard) Campaign Library Campaign Library Campaign Library Campaign Library (a complete archive of all campaigns) (a complete archive of all campaigns) (a complete archive of all campaigns) (a complete archive of all campaigns) BASIC - SEK 1/month** HOLISTIC COMPLETE SIMULATOR Unlimited amount of campaign registrations and unlimited amount of users. All prices are exclusive VAT and covers one brand in one country. Set-up is priced seperately. ** The price is conditioned that the client purchases minimum 3 ad-surveys (post) per year from Penetrace at approximately SEK 45 000 (CAWI /500 interviews / >80% penetration). 26
  24. 24. Why Do Some Advertisers Pay Less for More...? 27
  25. 25. 1 They gather data systemacially - owning the data 2 They always calculate and discuss ROI 3 They act on facts - faster! 28
  26. 26. Takk for meg! Henning Tunsli +47 92803069 henning@penetrace.com

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