How to Report Marketing Campaign Results

VCoach SERVES @ www.BongDeUngria.com
SCI-OEM Template
for
Presenting Marketing
Campaign Results
Prof Bong De Ungria
Ateneo Graduate School of Business

1. Guides/ completes the Report Content
2. Encourages a proven thinking process/
paradigm
3. Reminder: Adjust the use of the template on
a case to case basis
Why SCI- OEM?

1. Situation
2. Challenge (or Problem or Pain)
3. Insight (Customer, Market, Theory)
4. Options
5. Execution
6. Metrics / Learnings
Outline:
SCI- OEM shows results!

1. What has happened
2. What is happening
3. Who is involved?
4. Choose the most relevant facts
5. This is where we are (point A)
6. Will continue unless there is intervention
SCI- OEM
Situation: Wazz Up?

1. Describe what is the problem or the pain of
the customer
2. What is the effect of the problem
3. What do you want to achieve?
SCI- OEM
Challenge: What’s the Problem

Insights can be derived from a deeper
understanding of:
1. Customer behavior
2. Market conditions
3. Relevant Marketing Theory
Read this: https://thrivethinking.com/2016/03/28/what-is-insight-definition/
SCI- OEM
Insights or (Big) Ideas Are the Key
to Marketing Success!

Present 2 or 3 Choices for planned campaign
Alternatives should be SMART
1. Specific
2. Measurable
3. Actionable
4. Realistic
5. Timebound
/
SCI- OEM
Options are choices

Details of the implementation
Who?
What?
Why?
When?
How?
SCI- OEM
Execute: Just Do It

Show :
1. Quantitative Results
2. Qualitative Results
Vs Targets?
Vs Budget?
Learnings:
1. How could it have been better?
2. What to do next time?
SCI- OEM
Metrics and Learnings

What if the Marketing
Campaign used
3 Different Tactics/ Tools?

Scenario 1:
The 3 Campaigns are completely
separate, different
Campaign 1 Campaign 2 Campaign 3
Situation 1 Situation 2 Situation 3
Challenge 1 Challenge 2 Challenge 3
Insights 1 Insights 2 Insights 3
Options 1 Options 2 Options 3
Execution 1 Execution 2 Execution 3
Metrics 1 Metrics 2 Metrics 3

Scenario 2:
The 3 Campaigns may share
common S C and or I
Challenge 1 Challenge 2 Challenge 3
Situation
Situation
Challenge
Situation
Challenge
Insights

Challenge 1
Insights 1
Situation
Challenge 2
Insights 2
Scenario 3:
The common SCI may not be
across all the campaigns
Challenge 1
Situation
Challenge 2

CASE ANALYSIS and/or
PRESENTATION
using the SPADER and
SOSTAC Models
Bong De Ungria

Case analysis is
1. Simpler
2. Complete
3. Executable
Why use Models?

SPADER model was shared/
developed by Prof. Frank Roa of the
Ateneo Graduate School of Business…
CREDITS…

SPADER
Situationer
Problem Definition
Alternative Solutions
Decision
Execution
Review

SITUATIONER
What happened?
Most relevant facts & relevant details
Stated facts & circumstances
Related to problem & alternatives
Summarizes key issues

PROBLEM Definition
Unfavorable? - avoid in the future
Favorable?- continue or modify
Find the cause and effect
Concentrate on identifying root
cause

ALTERNATIVE Solutions
Possible, realistic answers to the root cause
problem
Should make sense
Must be implementable
Evaluate the feasibility

DECISION
Consider the benefits & cost of each alternative
solution
Status Quo
Or Move to a new direction

EXECUTION is critical
Proper & Optimum use of Resources
Indicate timing, budget, people, control
mechanisms
If wrong, can go back to square one
Plan Do Review

REVIEW
Evaluate achievement vs. the
objective
Has my dream come true?

SPADER vs SOSTAC
Situationer
Problem Definition
Alternative Solutions
Decision
Execution
Review
Situation Analysis
Objective
Strategy
Tactics
Action
Control

CASE ANALYSIS or
PRESENTATION
using the SPADER and
SOSTAC Models
Bong De Ungria

How to Report Marketing Campaign Results

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