International Marketing Management - Product & Pricing DecisionsSOMASUNDARAM T
Products for consumers in global markets: product development; product adaptation; analyzing product components for adaptation; product standardization; marketing of services; product development; quality; products and culture; marketing consumer services globally; brands in international markets; Products and services for businesses: demand in global business to business markets; quality and global standards; business services; trade shows' crucial part of business to business marketing; relationship markets in business to business context
Global pricing framework; pricing basics; marginal cost pricing and its importance; transfer pricing; counter trade; systems pricing; pricing and positioning; price quotation; INCO terms; preparation of quotations.
International Marketing Management - Product & Pricing DecisionsSOMASUNDARAM T
Products for consumers in global markets: product development; product adaptation; analyzing product components for adaptation; product standardization; marketing of services; product development; quality; products and culture; marketing consumer services globally; brands in international markets; Products and services for businesses: demand in global business to business markets; quality and global standards; business services; trade shows' crucial part of business to business marketing; relationship markets in business to business context
Global pricing framework; pricing basics; marginal cost pricing and its importance; transfer pricing; counter trade; systems pricing; pricing and positioning; price quotation; INCO terms; preparation of quotations.
What do you mean by Market research, Concept of Market Research, Application of Market Research, Advantages of Market Research, Process of Market Research, Market Information.
What do you mean by Market research, Concept of Market Research, Application of Market Research, Advantages of Market Research, Process of Market Research, Market Information.
Agile is often used for software development. The concepts apply to other areas of business. This presentation is a high-level introduction to Agile, covering some non-software applications, and is developed for a general business audience.
Презентация с вебинара для партнеров NAVIXY. Сентябрь 2014.
Презентация отвечает на следующие вопросы:
– Что такое OBD2 трекер
– Какие данные телеметрии и диагностики считываются, как это зависит от марки и модели автомобиля
– Как осуществляется GPS мониторинг автомобилей в системе NAVIXY с помощью OBDII трекера
– Что определяет успех и востребованность этого продукта клиентами
Extract of field-proven approaches to increase digital advertising revenues, to generate paid content revenues and to develop e-commerce revenues. SCHICKLER is the leading European media consultancy (>750 projects for publishers).
Marketing Mix Models In a Changing EnvironmentAquent
Marketing Mix Models have been used successfully for years at consumer package goods (CPG) companies to increase their marketing effectiveness and efficiency. The four Ps (Product, Placement, Price, and Promotion) were as far as the models needed to go. Broad–based media was and is very expensive, which kept competition to a minimum. However, the marketing environment has changed in many ways and must be considered when looking to these models to improve marketing performance.
SMCG for Management Consultants and Business AnalystsAsen Gyczew
Consulting projects especially when it comes to consumer goods business are very demanding. The two most complicated areas are sales and marketing and supply chain. During consulting projects I have seen business analysts and management consultants struggling with understanding the business fast enough to deliver value to the customer. This course will give you the knowledge and insight into real life case studies that will make your life during a consulting project in a consumer goods business much easier.
This presentation will help you improve your knowledge and skills in analyzing and improving Slow Moving Consumer Goods businesses (SMCG). It is designed for people who want to become management consultants, business analysts or have to run and optimize SMCG businesses on daily bases. In the course you will learn 3 things:
1. How to model SMCG business in Excel
2. How to improve sales and marketing in order to increase margin and profit
3. How to improve supply chain in order to increase margin and profit
For more check my presentation: http://bit.ly/SMCGSlideshare
Online audience measurement and ad effectiveness metrics and KPIs - IAB europ...Romain Fonnier
L’IAB Europe a publié un guide de 6 pages qui présente des recommandations sur la mesure d’audience en ligne ainsi que sur les indicateurs et KPIs d’efficacité publicitaire. Ce guide a été élaboré après une enquête auprès de 700 décideurs marketing en Europe qui a établi les différents besoins. Parmi les différentes recommandations, figure le fait que les mesures d’audience utilisent des données établies telles que le GRP, la couverture et la répétition. Les audiences devraient être détaillées par écran (PC, tablettes, smartphone, etc…). Des données liées à la marque telles que les intentions d’achat devraient être intégrées. Les données de visibilité réelles doivent être prises en compte.
Les principaux objectifs de ce guide sont de promouvoir le développement d’une mesure d’audience et d’indicateurs standardisés applicables à tous les principaux médias, et d’encourager une collaboration plus étroite entre les différentes initiatives de mesures d’audience et d’efficacité publicitaire mises en place sur chaque marché européen.
Dans le même temps, un «Measurement Organisations Forum» (MOF) est lancé afin de permettre aux sociétés impliquées dans la mesure d’audience Internet et TV de collaborer sur ce guide, tout en échangeant sur leurs best pratices.
Ce guide a été produit par le Brand Advertising Committee de l’IAB Europe, et est basé sur les résultats de son enquête «IAB Europe Metrics and KPIs» ainsi que sur les contributions des organismes de mesure d’audience européens, dont Médiamétrie en France.
Retail Media Insights - Marketing Metrics for Digital Retail Mediaretailmediainsights
Provides an overview of two experiment methodologies typically used to test the effectiveness of advertising, specifically in the retail media or place-based media environment.
New Product Strategy- Online Marketing Manu Fotedar
Companies allow more people and a greater variety of audiences to view their latest products and services. This strategy effectively tests instead of assumes which markets and audiences will convert well, ultimately reducing the risk of no sales at all.
In-Product Marketing: A Game-Changer for Customer-Minded CompaniesCognizant
In-product marketing programs are delivered directly to a customer's device or software application. Using an in-product marketing framework, software providers and players in several other industries can leverage the intrinsic value of products and customers, deepen their insights, and increase customer conversion and retention.
Marketing effectiveness analytics & ROI measurement for Auto Services RetailingMichael Wolfe
Case where new & used car dealership chain needed to improve the effectiveness of their media spend and save money by eliminating ineffective programs. Using econometric models, this analysis showed how this chain was able to save 28% on their marketing spend and direct their investments toward more productive activities and grow overall sales 2.4%
GfM Research Series: Successful Marketing in a Digital WorldChristoph Spengler
How can we control and target our marketing
during the digital transformation based on a firm
foundation for planning and decision-making?
Traditional methods and measurement tools run up
against their limits when trying to create a comprehensive
picture of customer behavior in a multichannel
world. At most they only show a small slice
of reality – and they are unable to capture very much
of new developments. Questions like: “What touchpoints
do customers really use?” and “How important
are these?”, remain unanswered.
Measurable and comparable touchpoint
management helps managers maintain an
overview and take decisions faster.
Successful Marketing in a Digital World - GfM Research SeriesChristoph Spengler
GfM Research Series: Successful Marketing in a Digital World
If they want to offer customers a consistent, brandtypical experience and excellent service in future, successful companies will have to restructure every area of market development: marketing, sales and communication.
Similar to BVDW Online sales study of the Circle of Online Marketers (OVK) (20)
DOOH Presentation by OMD for DOOH and DA WebinarIAB Europe
Following their participation in the IAB Europe webinar on DOOH and Digital Audio, OMD have put together a brief presentation taking a deeper look into their DOOH campaign for HP.
Interact 2018 - Advertising that works for everyoneIAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a keynote speech by Mark Howe, Managing Director Agencies Europe Middle East & Africa Google
Digital advertising has been helping businesses and brands grow for many years, yet the industry itself faced major growing pains over the past year. It is time for us to collectively set our ambitions higher — for consumers, advertisers, and content owners alike. In doing so, we’ll help ensure the internet remains the free, open, pluralistic place it is today and help businesses of all sizes grow. Join Google’s Mark Howe as he explores key areas of progress over the past year and outlines our vision and plans for the year ahead, as we work to build an advertising ecosystem that works for everyone.
Interact 2018 - Embracing an ever-changing future for digital advertisingIAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a keynote speech by Amelia Torode, Founder of The Fawnbrake Collective.
The importance of digital advertising to business growth will only increase – but that doesn’t make the future of digital advertising any more predictable. To thrive, businesses must embrace the continual disruption that is characteristic of the digital landscape. Brand strategist Amelia Torode examines the practical changes that they can make, in order to do so: not just executing digital transformation programmes, but building business strategies, workplace cultures and supplier relationships that are optimised for on-going change.
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a training by Wilfried Schobeiri, Chief Technology Officer, MediaMath and Matthias Matthiesen, Director Public Policy & Privacy IAB Europe
Following up on the plenary session from DAY 1 on IAB Europe’s GDPR Transparency & Consent Framework this training session presented by IAB Europe will offer the opportunity to ask any questions you may still have regarding the implementation of the Framework from the Global Vendor List to ensuring the best possible User Experience.
Interact 2018 - GDPR for digital publishers, digital agencies and advertisersIAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a training by Matthias Matthiesen, Director Public Policy & Privacy and Chris Hartsuiker, Public Policy Officer, IAB Europe. Which provisions in the General Data Protection Regulation are the most relevant to digital publishers and advertisers? What is the guidance of the European Data Protection Board (former Article 29 Working party) on these topics? This training session, provided by IAB Europe will provide insight into applying the GDPR to the digital advertising supply chain.
Interact 2018 - DOOH growth and barriersIAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a presentation by Meindert van den Heuvel, Managing Director Interbest Outdoor Media
Overview of the DOOH developments in the Dutch market
Interact 2018 - Creativity & Interactivity: the perfect match to win user’s ...IAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a presentation by Caroline Hugonenc, Global Vice President Research, Teads
The 10 rules to reinvent the ad experience on Mobile leveraging technology and data
Interact 2018 - Quo vadis Italy? The concentration of online time spent and t...IAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a keynote speech by Fabrizio Angelini, CEO Sensemakers, comScore Italia
In a country still dominated by TV (with an average of 4 hours per user per day and more than 50% of media investment) online players are struggling to get consumers’ attention. While the shift to mobile is concentrating traffic on OTT, online video and entertainment players are showing great potential for growth. comScore will show the latest data and key trends in the Italian market, while Auditel will explain how it is building one of the most sophisticated cross-media measurement systems to foster market development.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
BVDW Online sales study of the Circle of Online Marketers (OVK)
1. Online sales study of the Circle of Online Marketers (OVK)
Analysis of ROI and sales performance of online advertising on the basis of
individual marketing mix modeling and database analysis
2. Slide 2
Background and motivation
Advertising market: Uncertainty regarding sales effect and with it
efficiency (ROI) of online advertising
OVK, Circle of Online Marketers: Analysis of the offline sales effect
of online advertising in general and in particular online display
Focus for evaluating: Gross online ROI based on the sales
performance
3. Slide 3
Project structure
Part 2: Generalizable results
Database analysis of 69 marketing mix modeling projects/campaigns
Show in a reliable manner how efficient online is as advertising medium
Part 1: Customer-specific results
Individual marketing mix modeling
Insights of the ROI and sales effect in connection with campaign details
+
4. Slide 4
Project structure in detail
Method
Data basis
KPIs
Execution
Individual marketing mix
modeling
Database analysis of 69
marketing mix modeling
projects/campaigns
69 marketing mix modeling
projects/carried that were
executed by Nielsen on behalf of
the customer since 2002
multivariate regression analysis
(modeling)
Model on the basis of 156 weeks
across the food retailing
businesses of the Nielsen retail
panel
Analysis of marketing mix
modeling projects/campaigns
ROI and sales volume effect
(in connection with campaign
details)
Average online gross ROI
Nielsen Nielsen
Study portion
5. Slide 5
Underlying data
Millions of purchasing actions
Millions (rather billions) of advertising contacts
Per project/brand up to three years of historical data
Reliable statements
regarding the online ROI
Measurement of the short-/medium-term sales volume effects (taking
into account the depot effect) of all drivers as well as taking into account
of umbrella brand effects
Calculation of
sales volume
effects and ROIs
on the basis of
objectively
empirically
measured data
No extrapolation
and simulation
across non-
monitored
timeframes
6. Slide 6
Key insights part 1: Individual marketing mix modeling
Online umbrella brand effects via investments into other Wagner brands are also
measurable and ROI effective.
Additional sales revenue of the online campaigns (incl. umbrella brand effect) are
disproportionately high in relation to the gross advertising spending, i.e. almost
three times as high, and already makes for one-fourth of the additional media
sales.
Incl. umbrella brand effects the online ROI ist almost three times as high as
the overall media ROI (excluding the umbrella brand effect the index is at 144).
Display generates the relatively highest return on investment of all
implemented online advertising formats.
Given efficiency aspects, online activities should be prioritized in the media
mix.
7. Slide 7
Expert opinions
Antje Witgen, Nestlé Wagner:
“The study confirms the importance of digital media for effective brand development.
Nestlé Wagner drives the use of adequate online advertising formats; thus, the detailed
results of the OVK are another criterion for the optimization of our overall and online
media mix.”
8. Slide 8
Key insights part 2: Database analysis of 69 marketing mix
modeling projects/campaigns
Based on millions of individual purchasing actions of consumers in Germany the
analysis shows that online achieves significant offline sales effects, and in a very
efficient manner!
• ∅ gross ROI: EUR 0.72
• ∅ gross online ROI top performers (1/3) = EUR 1.86
Adjusted for the size of the brand it shows that also for smaller brands online
advertising delivers good ROIs.
Comparison size-adjusted ROIs:
ROI top index = 301 vs. ROI low index = 52
• Index of the online sales volume contribution is at 150
• Flight lengths of about 10 weeks are optimal given efficiency and effectiveness
aspects. Meaning, the online budget develops its optimal effect.
• High share of voice (position of brand spending in the competitive environment)
is not necessary to achieve a high online ROI.
• Promotional intensity of the brand: There is no difference between top, middle
and low ROI performers
10. Slide 10
Goal of the analysis
Goal of the analysis is to examine and evaluate the effect especially of online
display advertising on the sales of Wagner Steinofen Pizza and Wagner
Steinofen Piccolinis.
Evaluation is here done via the return on investment (ROI) in comparison to
other implemented offline advertising media (TV, print, radio, etc.) as well as the
share in the additional sales revenue generated by the respective advertising
medium and the effect per contact unit (effectiveness).
11. Slide 11
Project design
Included activities Brands included in the analysis
Advertising: Offline (TV, print, radio) and
online 1. Wagner Steinofen Pizza (Steinofen)
2. Wagner Steinofen Piccolinis (Piccolinis)
Trade promotions: Price campaigns,
flyers/newspaper ads, display.
Control over: Distribution, range of products,
standard price changes, promotions, season,
temperature, holidays
Period Markets
October 3, 2011 - September 29, 2014
(calendar week 40/2011 - calendar week
39/2014)
Food retail > 400 m² excluding hard discount
ROI calculation: Food retail ROI = additional
sales revenue/gross advertising spending
12. Slide 12
Implemented digital advertising media - Wagner and Piccolinis:
Display, video, social, SEM
Digital advertising (spanning all marketers):
In-page display ad (“display”)
• In-page (non-video and video): Ad bundle (medium rectangle, wide skyscraper,
super banner), (expandable) wallpaper, fireplace, flash layer, additional premium
ads
In-stream video ad (“video”)
• Only in-stream video ads
Social: Facebook ad
Display advertising media (non-video)
Also: SEM
14. Slide 14
Weekly
Volumes
Dependent
Variable
Independent
variables
Marketing mix model
regression
Media
TV, print, radio,
billboard, online
Trade
Promotion
price reduction,
display,
flyers,
display &
flyers
Consumer
Promotions
Other
Factors
seasonality,
weather, holidays
Nielsen marketing mix modeling: multivariate regression
analysis captures all relevant factors for which data is
available.
15. Slide 15
Two-level, robust model on the basis of 156 weeks across the
food retailing businesses of the Nielsen retail panel
Each model is based on three years of weekly business data from the German foo retail trade.
Measures the influence of the drivers at the execution level.
Eliminates quality loss caused by data aggregation and multi-collinearity.
• tens of thousands of business weeks across all brands as data basis across all campaigns
• millions of individual purchasing actions of consumers in Germany
• millions (rather billion) of advertising contacts across all media users in Germany
• only objectively measured causal factors
Store level model Overall market model
(food retailing > 400 m2 without Aldi, Lidl, Norma)
Brand sales volume
(store by store)
Brand sales volume
(market level)
Store level indices
Additional sales volume from changes in price and/or display, flyers,
promotional prices from the store level model aggregated on an overall
market
level
+ Proprietory advertising
+ Competition*
+ Other factors (e.g. weather, holidays, category seasonality)
+ Distribution
*Promotional and advertising activities of the competition may be taken into account in the models in order to quantify losses if relevant.
+ Price
+ Promotions
+ Competition*
+ Range of products
+ Other factors
- Size of the business
- Seasonality
16. Slide 16
Analyzed KPIs of the OVK sales study
The modeling divides the brand sales volume into the following:
• Base sales volume: Sales volume due to availability, brand equity, etc., i.e. develops without
short-term impulses
• Additional sales volume due to promotion and media: Sales volume generated by
impulses in the short-term and that would not have developed without promotion or media
KPIs derived from this:
Effect & effectiveness Efficiency
Effect (impact):
Additional sales volume & share of sales
revenue
How much % of the overall sales volume/sales revenue
is the additional sales volume/sales revenue due to
advertising and medium:
=> denotes the significance of sales volume/sales
revenue
ROI per medium (effect/investment):
Additional sales revenue (additional sales volume*retail
price) via advertising in a medium/advertising
investment into the medium
E.g. how much % of an invested advertising euro does
advertising generate in the short- or medium-term.
=> most important efficiency criterion
Effectiveness (effect per contact unit):
Calculated as additional sales volume in kg*/1000 AIs
Standardized consideration of the effect without
monetary evaluation Enables the direct comparison of
the effectiveness between for example advertising
formats and flights
*kg = converted additional volume. Allows better comparability between brands since for example the sizes of packaging of Steinofen and Piccolinis are
different. Especially relevant also in the comparison between advertising formats and flights.
17. Slide 17
Media in the on-air weeks and in the following weeks regarding the depot effect of advertising
• “retention rate” (calculated in the model) denotes how many % of the GRP of one week are still
sales effective in the following week = depot effect.
• Cumulation of depot effect and the GRP of the current week results in “adstock” as the amount
of sales effective GRP in each week: established procedure, in use for decades. (See for example
Broadbent, S. (1979) "One Way TV Advertisements Work", Journal of the Market Research Society Vol. 23 no. 3.)
• The duration of the short- to medium-term effect arises from the length of the adstock
• The short-/medium-term ROI arises respectively as:
(additional sales revenue during this period) / (gross investment)
o Depot after flight end lasts in general between two (online) - 6 (TV) weeks
o Advantage: Calculation of sales effects and ROIs on the basis of empirically measured
data, no extrapolation across non-monitored periods under “what if” assumptions
Measurement of the short-/medium-term sales volume effects of
all drivers
18. Slide 18
halo or umbrella brand effects
In the models for Piccolinis and Steinofen Pizza it was tested for umbrella brand or
halo effects of advertising.
Flights (offline and online) for other Wagner pizza brands (halo flights) were tested
whether they have an effect on the sales of Piccolinis or Steinofen Pizza.
It was also tested whether there are halo effects of Piccolinis flights on Steinofen and
vice versa.
If such halo effects can be calculated, this shows that
• Wagner works as a strong umbrella brand, that there are respectively halos
between the brands of the portfolio.
• The respective media are able to transport these halos and generate
corresponding effects.
Thus, the following depiction of results talks about umbrella brand effects.
19. Slide 19
Level of analysis, evaluation and insights
Campaign
management
Flight evaluation
Brand management
Target media evaluation
Portfolio management
Total investment
evaluation
Looks at the effect and efficiency of investments for target
brands at the flight level
Campaign control perspective in determining allocation
regarding media for a brand
Looks at the effect and efficiency of investments only for the
target brands
Brand control perspective in determining allocation
regarding media for a brand
Looks at the effect and efficiency of investments in the
overall brand portfolio and its corresponding effect for
the monitored target brands (for example including the effect of
umbrella brand effects)
Manufacturer perspective in determining allocation across
the brands
20. Slide 20
Campaign
management
Flight evaluation
Brand management
Target media evaluation
Portfolio management
Total investment
evaluation
Level of analysis,
evaluation and
insights
Return on investment and
sales effects
21. Slide 21
Online
25,9%
Offline
74,1%
Additional media sales
Steinofen and Piccolinis
2011/40-2014/39
Online;
9,6%
Offline
90,4%
*including halo spending and gross advertising spending of insignificant campaigns.
Additional sales revenue of the online campaigns (including
umbrella brand effect) is disproportionately high in relation to
the gross advertising spending.
Gross advertising spending*
Wagner total
2011/40-2014/39
Source: Modeling, food retailing + DM, BVDW Nielsen mix analysis, December 2014
22. Slide 22
While taking into account umbrella brand effects, the share of
online in the additional sales revenue is almost three times as
high as the share of online in spending.
100
270
Relative share in online gross
spending
Relative share in online additional
sales revenue
Index =
Gross advertising spending*
Wagner total
2011/40-2014/39
Additional media sales revenue
Steinofen and Piccolinis
2011/40-2014/39
Additional
depiction for slide 20
*including halo spending and gross advertising spending of insignificant campaigns.
23. Slide 23
Including Wagner umbrella brand effects, the online ROI is
almost three times as high as the overall media ROI.
100
295
Total media ROI Total online ROI
ROI index (including umbrella brand effects): Total analysis period 2011-2014
Online (display & video)
Index =
Wagner brands: Steinofen and Piccolinis
24. Slide 24
Campaign
management
Flight evaluation
Brand management
Target media evaluation
Portfolio management
Total investment
evaluation
Level of analysis,
evaluation and
insights
Return on investment and
sales effects
25. Slide 25
Offline
76.7%
Online
23.3%
Offline
74,1%
Online
25,9%
Even without the umbrella brand effect, online already represents one-
fourth of the additional media sales revenue of Wagner (Steinofen and
Piccolinis) and with this is an essential part of the media mix.
Gross advertising spending
Steinofen and Piccolinis*
2011/40-2014/39
Additional media sales revenue
Steinofen and Piccolinis
2011/40-2014/39
Source: Modeling, food retailing + DM, BVDW Nielsen mix analysis, December 2014
*incl. gross advertising spending of insignificant campaigns without spending for other brands.
26. Slide 26
Even without umbrella brand spending and effects the online channel
in the relative comparison to the investment portion generates a
disproportionate share in the additional sales revenue.
100
111
Relative share in online gross
spending
Relative share in online additional
sales revenue
Index =
Gross advertising spending
Steinofen and Piccolinis*
2011/40-2014/39
Additional media sales revenue
Steinofen and Piccolinis
2011/40-2014/39
Additional
depiction for slide 24
*incl. gross advertising spending of insignificant campaigns without spending for other brands (halo).
27. Slide 27
Without umbrella brand effects the online ROI is about 50%
higher than the overall media ROI.
100
144
Total media ROI Total online ROI
Online (display & video)
ROI index (excluding umbrella brand effects): Total analysis period 2011-2014
Index =
Wagner brands: Steinofen and Piccolinis
28. Slide 28
Display generates the relatively highest ROI of all implemented
online advertising formats.
100
86
179
68
Total online
ROI
Video Display Video + display Facebook SEM
Index =
Online (display & video)
ROI index (excluding umbrella brand effects): Total analysis period 2011-2014
Basis:
See total online ROI slide 26
Wagner brands: Steinofen and Piccolinis
n/n* n/n*
*For Facebook and SEM no effects can be verified due to low advertising spending. As with other media (traditional
and digital) a sufficiently high amount of advertising pressure is necessary to generate effects or guarantee
measurability.
29. Slide 29
Campaign
management
Flight evaluation
Brand management
Target media evaluation
Portfolio management
Total investment
evaluation
Level of analysis,
evaluation and
insights
Return on investment and
sales effects
30. Slide 30
247
82
0
164
186
321
73
99
37
298
227
222
7
20
16
Additional sales revenue
(index vs. average value
of all flights)
Gross advertising spending
(index vs. average value
of all flights)
157
37
93
171
59
83
73
99
37
298
227
222
7
20
16
Online Steinofen display 35-42/2012
Online Steinofen display 06-09/2014
Halo online Backfrische display 41-44/2011
Online Piccolinis display/video 10/2012 24-28/2012
Online Steinofen video ad 17-27/2013
Online Steinofen video ad 12-20/2014
Halo online Backfrische Facebook 01-04/2014
Online Steinofen Facebook 05-16/2014
Online Steinofen SEM 20/2013-01/2014
The use of online formats has an effect on sales -
display and video generate additional sales revenue.
Index additional sales revenue vs. gross advertising spending per flight and brand
Index basis 100: Average of additional sales volumes or advertising spending across all flights
Wagner Steinofen Pizza 320-380 g Wagner Steinofen Piccolinis 270 g
N.N.
N.N.
N.N.
N.N.
N.N.
N.N.
31. Slide 31
Online Steinofen display
35-42/2012
Online Steinofen video ad
12-20/2014
289
124
206
36
Wagner Steinofen Pizza 320-380 g Wagner Steinofen Piccolinis 270 g
Detailed analysis effectiveness - additional volume per 1000 AIs
Example: ROI and effectiveness [additional sales volume in kg*/'000 AIs]
Index: Index basis 100: Average ROI of online flights* per brand Index vs. average across the flights
Costs per
‘000 AIs
Effectiveness
[kg*/’000
AIs]
1,000 AIs per
week
17 62 173
167 207 55
*Without non-significant social media and other flights
Standard indicator for the evaluation of the effectiveness of advertising that shows how sales effective
GRP or 1,000 AIs are. I.g. the effect per contact unit.
Has the advantage in view of monetary variables such as sales revenue that neither cost fluctuations of the
GRP nor price fluctuations (e.g. via promotions, but also via standard price changes) in food retailing
influence the value.
Since the costs per AIs between different advertising formats can be different (and because of this only looking
at the ROI would hide important aspects of effect), ROI as well as the effectiveness are used for the
detailed evaluation.
• Parameter that lends itself especially also for comparisons between different flights for
time elapsed and advertising formats.
ROIs
*kg = converted additional volume. Allows better comparability between brands since for example the sizes of packaging of Steinofen and Piccolinis are
different. Especially relevant also in the comparison between advertising formats and flights.
32. Slide 32
Online Steinofen display
35-42/2012
Online Steinofen display
06-09/2014
Halo online Backfrische display
41-44/2011
Online Piccolinis display/video
10/2012 / 24-28/2012
Online Steinofen video ad
17-27/2013
Online Steinofen video ad
12-20/2014
289
71
0
45
70
124
206
36
244
53
25
36
Wagner Steinofen Pizza 320-380 g Wagner Steinofen Piccolinis 270 g
Display campaigns convince with an above-average return of
investment.
Overview of ROI
Index: Index basis 100: Average ROI of online flights* per brand
Index vs. average across the flights
Costs per
‘000 AIs
Effectiveness
[kg*/’000
AIs]
1,000 AIs per
week
60 47 174
48 67 79
158 109 65
150 109 52
167 207 55
17 62 173
*Without non-significant social media and other flights
33. Slide 33
Conclusion: Key insights individual marketing mix modeling
Online umbrella brand effects via investments into other Wagner brands are also
measurable and ROI effective.
Additional sales revenue of the online campaigns (incl. umbrella brand effect) are
disproportionately high in relation to the gross advertising spending, i.e. almost
three times as high, and already makes for one-fourth of the additional media
sales revenue.
Incl. umbrella brand effects the online ROI ist almost three times as high as
the overall media ROI (excluding the umbrella brand effect the index is at 144).
Display generates the relatively highest return on investment of all
implemented online advertising formats.
Given efficiency aspects, online activities should be prioritized in the media
mix.
34. Database analysis of 69 marketing mix modeling
projects/campaigns
Generalizable results regarding the online ROI
35. Slide 35
69 campaigns
Up to three
years of
data per
project/brand
Millions
of individual
purchasing actions
and millions
(rather billions)
of advertising
contacts
Database analysis regarding the online ROI
Online generates
significant offline
sales effects, and
in an efficient
manner!
36. Slide 36
Key insights database analysis:
Average online gross ROI
Based on millions of individual purchasing actions of consumers in
Germany the analysis shows that online generates significant offline sales
effects, and in an efficient manner!
∅ EUR 0.72
Gross ROI
Total
∅ EUR 1.86
Gross ROI
Top 1/3
37. Slide 37
Adjusted for the size of the brand it shows that also for smaller
brands online advertising delivers good ROIs.
• Comparison of ROIs adjusted for brand size:
Key insights database analysis:
Efficiency corridor
ROI low index
= 52
ROI top index =
301
Efficiency corridor
≈ factor 6
*Index refers to medium brand size adjusted online ROI (index = 100)
38. Slide 38
Lessons learned: Database analysis:
Online ROI top performers
Insights online ROI top performers (adjusted for brand size)
• Index of the online sales volume contribution is at 150.*
• Flight lengths of about 10 weeks are optimal given efficiency and effectiveness
aspects. Meaning, the online budget develops its optimal effect.
• High share of voice (position of brand spending in the competitive environment)
is not necessary to achieve a high online ROI.
• Promotional intensity of the brand: There is no difference between top, middle
and low ROI performers
*Index refers to the average online sales volume contribution (index = 100)