Driving the Bottom Line withPerformance Analytics
• Founded in 2003, Bottom-Line Analytics is a global analytics company with officesin the US, Europe and affiliates in India and Egypt. Collectively, our core team hasmore than 100 years of direct experience across a broad “portfolio” of analytics.We help clients expand their capabilities to realize high-return analytics efforts.Included in our portfolio:– Media and Marketing ROI modeling: Econometric modeling to measuremarketing ROI and optimize marketing investments– Social Media ROI Measurement and Insights: We apply a unique andpowerful social media metric calls the Semantic Engagement Index withproven 80 percent plus correlations to brand sales– Pricing Analytics and Optimization: We are leading experts in doing pricesensitivity modeling and helping clients make more effective pricing decisions– Radial Perceptual Maps: Used to understand brand image and positioning,we can provide you with an accurate depiction of what differentiates yoursand competitive brands in the market place– Key Drivers Analysis: We can connect causal links from survey and trackingdata to key behavior and KPI metricsDestination: Analytics Portfolio
– CART Analysis: We employ advanced regression-tree tools to help clientsscore CRM data sets, maximize upsell/cross sell and reduce customer churn– Perceptual Drivers using Structural Equation Modeling or SEM: This is astructured and advanced approach for capturing and measuring the impact ofsurvey-based image and perceptual metrics on KPIs and behavior.– Demand Forecasting: We can develop custom forecast and predictive modelsor help you set up a world-class forecasting capability– Customer or Market-Segmentation: We can determine the key differentiatorsacross your market and customer base in order to enable more effectivetargeting of marketing efforts– Digital Dashboards: We design and construct online dashboards for reportingKey Performance Indicators (KPIs) and other key drivers of demand and brandhealth metrics across your brands.Destination: Analytics Portfolio
Media Effectiveness (Econometrics)Identify and quantify the key marketing driversCalculate return on investment (ROI) for each marketing channel (including social media*)Optimise marketing spend to maximise sales.* Pushing the boundaries with socialmedia ROI via linguistic theory.Contribution to Sales
Innovations in Marketing ROI ModelsMarketing SynergiesLong Term Ad EffectsMessage MixSocial Media ROIDetermine the ROI of integrated multi-channelcampaigns.Revenue(£)SynergyBy applying copy test scores we can identify returns bymessage and creativity.Incremental returns from Social Media (see next slide)Long TermEffectWe can calculate the impact of media and marketing inthe long term
Social Media ROIUsing Linguistics we have devised a metric thatcaptures the behavioral patterns of socialnetworks.The SEMANTIC ENGAGEMENT INDEX (SEITM) isused as a reflection of total "word-of-mouth"and a proxy for consumer good will.Packaged inside an Econometrics media mixmodel, we can determine the incrementalcontribution and ROI of social mediaconversations.Please see associated blog article here
Pricing OptimisationPrice is by far the key lever that could make orbreak sales for any brand.Getting product pricing right is a crucial step inincreasing brand growth and volume share.At Bottom Line Analytics, we have developed amethod of optimising prices at the SKU level. Wealso take into account competitive prices. Thisgives pricing managers the confidence in makingthe right strategic pricing decisions to increaseprofitability.Brand Profit & Demand Price Elasticity
Radial Perceptual Mapping (brand mapping)PurposeTo visualise a measured battery of image attributes against a number of known competing brands.MethodologyAdapted Statistical Correspondence Analysis.Benefits• To understand the relative position of brandsin a competitive space.• To understand which brand image factors arehelping to differentiate your brand.• Ultimately, the Radial Landscape Maps helpsin aligning marketing messages and contentto the image perceptions held by targetcustomer segments.*Can also be applied to social media chatter
GenderStaffProductKnowledgeI love thebrandIt’s abrand formeAuthenticbrandRefreshingAffordableQuery wasdealt withCourteous&RespectfulEasy to getin touchwithAge: 18-24DegreeholdersKeyPerformanceIndicatorsLikelihoodto becomefrequentuserGood valueSocialMediaUserLikelihoodto renewsubscriptionProfileRecentExperienceBrand Perception andImage statementsPurposeUsing Logistic/Probit regression we can identify and quantify the factorsdriving key performance indicators (KPIs) or any other survey basedbehavioural outcome.Likelihoodto become adonorLikelihoodto purchaseOverallCustomerSatisfactionLikelihoodtorecommendKey Drivers AnalysisBenefitsWe can create a powerful what-if simulator which willallow you to play out different scenarios and buildbusiness cases.
Using CART to identify key driversPurposeTo identify and visualise which drivers are most likely to increase a given KPI of interest.MethodologyClassification and Regression Trees (CART)Benefits• To understand the rank and strength of keydrivers.• To devise strategy that will conform to thekey factors and by extension driveperformance.
Modelling perceptual metricsPurposeTo identify and visualise the drivers and interlinking relationships that sit behind brand perceptual metrics of interest.MethodologyMultivariate Structural Equation Modelling (SEM)Benefits• Understand the relative strength of keydrivers to brand perceptions.• Formulate strategy that works to trigger thelatent drivers of brand perception and byextension performance.
Demand forecasting withuncertaintyForecast market size with best andworst case scenarios.Take into account recessionaryand wider market uncertainty.
Performance throughsegmentationIdentify specific attributes of key customer groups. ^Target your marketing and communications messages to ensure theyresonate with key groups in order to maximise response.^ Segmentation analysis can be conducted as a preliminary analysis , stand alone or to support keydeliverables within other areas.
Digital Performance DashboardsVisualise all your key data sources in a singleplatform.Accessibility and dissemination is made easythrough online delivery.Drive tactical refinements in marketingcampaigns.
Michael WolfeCEO, Bottom Line AnalyticsE: email@example.comM: 770.485.0270www.bottomlineanalytics.comMasood AkhtarPartner, Analytics (EMEA)E: firstname.lastname@example.orgM: +44 7970 789 663www.bottomlineanalytics.comDavid WeinbergerCMOBottom-Line AnalyticsE: email@example.comM: 770.649.0472www.bottomlineanalytics.comSimon BrockVP Business DevelopmentE: firstname.lastname@example.orgM: +44 (0) 7824 305325www.bottomlineanalytics.comLondon & EMEA USA