Innovations in marketing effectiveness modelling bla (2)

3,445 views

Published on

Published in: Business, News & Politics
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,445
On SlideShare
0
From Embeds
0
Number of Embeds
2,406
Actions
Shares
0
Downloads
21
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Innovations in marketing effectiveness modelling bla (2)

  1. 1. Thinking anew.Innovations in MediaMix Modeling.
  2. 2. SynergisticEffectsCopyQualityEffectsSocialMediaEffectLong TermEffectsInnovations: Multi-dimensional MediaMeasurementBottom Line Analytics is at theforefront of innovations in mediameasurement. We have developedways to measure media synergies,copy quality, long term ad effects andsocial media engagement.2
  3. 3. Measure long term advertising effectsMost advertising creates an initial short term lift in sales and a prolonged long termimpact. This is generated through repeat purchase and customer loyalty.Long Term Effect3
  4. 4. Media copy quality measurementMedia content and copy quality can be separated and measured. This has implications fordesign, content and message mix.Copy effect can vary – understanding and measuring this is vitalNote: we can apply this technique to digital media also.4
  5. 5. Assess marketing synergiesMarketing synergies can be assessed through simultaneous activation of campaigns. Theresults of combined activation are always greater than the sum of the parts. This is a clearindication of synergies from running truly integrated marketing campaigns (IMCs)Revenue(£)Revenue(£)Revenue(£)+31%+23%+42%Revenue(£)+28%Print Media & Paid Search SynergiesPrint Media & Online banners SynergiesDirect Mail & Email SynergiesOutdoor & Online Synergies5
  6. 6. We package our proprietary Semantic Engagement Index (SEITM) into a media mix modeland monetise social media conversations.Much like other marketing and media metrics, we can deconstruct the different elementsof the SEI metric into the channels driving social engagement and brand sales. (Read moreon Social Media ROI measurement.Source: Nielsen BuzzMetrics data as of November 27, 2011Social media driving consumerengagement and sales6
  7. 7. Michael WolfeCEO, Bottom Line AnalyticsE: mjw@bottomlineanalytics.comM: 770.485.0270www.bottomlineanalytics.comMasood AkhtarPartner, Analytics (EMEA)E: ma@bottomlineanalytics.comM: +44 7970 789 663www.bottomlineanalytics.com

×