Case study of how a QSR restaurant used marketing ROI models to identify opportunities to expand growth of their business. In this case, showing how spending more on a new item launch will accelerate business growth.
Shows approach which expands the breadth of what marketing-mix models cMichael Wolfe
Much criticism has been levied towards marketing-mix modeling recently. This article shows innovations and proposes solutions for reinventing this powerful marketing measurement tool
Marketing ROI Measurement & Case Study for TelecomMichael Wolfe
Wireless Telecom is a complex category, with multiple ad messaging from ads for cellphones, cellphone plans and branded messages claiming network superiority. This is an actual case study that sorts all of this out and illustrates the power of marketing measurement and ROI assessment
This is a case showing how Structural Equation Modeling (SEM0 can be applied to common consumer tracking surveys, media data, web traffic info.,and social media metrics to develop a mapping and quantification of the "customer journey" from awareness to purchase and brand loyalty.
A case study marketing mix model for major department store retailer. The. data source is credit-card transactions, segmented among Millennial (18-24), Gen XZ (25-54) and Boomer (55+)age groups. This measures short & long-term advertjsing plus the impact of media creative. The work examines and evaluates this retailer's "Millennial's only" media targeting strategy.
Innovations in marketing effectiveness measurement v.2Michael Wolfe
Demonstrates a comprehensive & holistic approach to marketing effectiveness modeling which includes measures of creative effectiveness, long-term ad effects, measuring marketing synergies and a unique approach to measuring the customer-brand experience using social media.
The document discusses innovations in marketing effectiveness measurement by Global Analytics Partners. It provides examples of projects where they developed models to measure ROI for various companies' marketing initiatives. These include quantifying the impact of iPhone launch for AT&T, optimizing ad spend for Splenda, and measuring drivers of hotel satisfaction for TripAdvisor. It also discusses measuring long-term advertising effects, marketing synergies between channels, quantifying social media engagement through a Social Engagement Index, and using this data to simulate marketing mix scenarios.
Shows approach which expands the breadth of what marketing-mix models cMichael Wolfe
Much criticism has been levied towards marketing-mix modeling recently. This article shows innovations and proposes solutions for reinventing this powerful marketing measurement tool
Marketing ROI Measurement & Case Study for TelecomMichael Wolfe
Wireless Telecom is a complex category, with multiple ad messaging from ads for cellphones, cellphone plans and branded messages claiming network superiority. This is an actual case study that sorts all of this out and illustrates the power of marketing measurement and ROI assessment
This is a case showing how Structural Equation Modeling (SEM0 can be applied to common consumer tracking surveys, media data, web traffic info.,and social media metrics to develop a mapping and quantification of the "customer journey" from awareness to purchase and brand loyalty.
A case study marketing mix model for major department store retailer. The. data source is credit-card transactions, segmented among Millennial (18-24), Gen XZ (25-54) and Boomer (55+)age groups. This measures short & long-term advertjsing plus the impact of media creative. The work examines and evaluates this retailer's "Millennial's only" media targeting strategy.
Innovations in marketing effectiveness measurement v.2Michael Wolfe
Demonstrates a comprehensive & holistic approach to marketing effectiveness modeling which includes measures of creative effectiveness, long-term ad effects, measuring marketing synergies and a unique approach to measuring the customer-brand experience using social media.
The document discusses innovations in marketing effectiveness measurement by Global Analytics Partners. It provides examples of projects where they developed models to measure ROI for various companies' marketing initiatives. These include quantifying the impact of iPhone launch for AT&T, optimizing ad spend for Splenda, and measuring drivers of hotel satisfaction for TripAdvisor. It also discusses measuring long-term advertising effects, marketing synergies between channels, quantifying social media engagement through a Social Engagement Index, and using this data to simulate marketing mix scenarios.
This document discusses measuring the long-term effects of advertising for the brand Alpha. It finds that long-term ad effects account for 23% of Alpha's annual sales and are 15 times greater than short-term ad effects. Improved ad creative has helped boost long-term effects and Alpha's sales growth. A model found advertising returns of $2.7 million compared to a loss of $100k if only considering short-term effects, suggesting under-investment in advertising.
Where we are with marketing ROI measurement Michael Wolfe
This article discusses current state of affairs for marketing ROI measurement. There is dissatisfaction with the status quo and this article outlines a completely new approach.
12 Best Practice & Real-World Lessons From Marketing Sciencey lessonsMichael Wolfe
This paper shows 12 key startegic lessons derived from analytics or marketing scence which under score the value that this discipline brings to higher levels of busness performance.
Case study shows how a restaurant chain rediscovered its purpose. By engaging in "voice-of-the customer" analytics, this restaurant was able to identify why their volume was declining and what they needed to do to rectify some shortcomings in their product offering. VOC Analytics uses a proprietary approach for converting textual brand reviews on social media into predictive metrics.
Rex Briggs at JD Power and Associate Automotive Internet RoundtableKelly Automotive
The document discusses best practices for measuring integrated marketing communication (IMC) and return on marketing objectives (ROMO). It presents a case study analyzing the marketing of the Chrysler Sebring using ROMO methodology. The analysis found magazine advertising was most effective at increasing brand familiarity and recommended reallocating funds from television and online to magazines. The optimized plan was estimated to increase impact by 166% with the same budget.
The document discusses budget optimization for a CPG client's marketing mix. Using techniques like non-linear programming and time series regression, the budgets were optimized to reallocate funds from less productive elements like TV, print and radio towards more productive digital, BTL, trade promotions and consumer promotions. This resulted in a 10% lift in sales for the same overall budget. After accounting for other variables, the optimization translated to a 3% lift in overall sales.
Innovations in marketing effectiveness measurement Michael Wolfe
A new and innovative approach in marketing ROI measurement. Goes beyond traditional marketing mix models by 1) developing long-term ad effects measurements, 2) measuring media message and creative, 3) quantifying the interactions or synergies across the marketing mix and 4) measuring the voice-of-the customer through social media
Metrics Credentials For Slideshare December 29, 2008Blair Currie
Metrics is Japan's first marketing consultancy focused on auditing the performance of marketing communications. It aims to bring more transparency and fairness to Japan's marketing industry. Metrics offers various auditing services including media audits, creative audits, PR audits, and agency audits. It also provides marketing management consulting. Metrics conducts national and global audits to benchmark client performance against market standards and identify areas for improvement. The goal is to help clients improve marketing ROI and get better value from their marketing investments and suppliers.
This document summarizes key findings from a study of the IPA Databank on marketing effectiveness in the digital era. Some of the main points include:
- Mass marketing and broad-reach campaigns are still effective at driving market share growth, which is a key driver of profit. The digital revolution has increased the potential effectiveness of most marketing forms, including traditional media.
- A balance of long-term brand building (around 60% of spend) and short-term activation (around 40% of spend) is still the best strategy. Video advertising, both online and offline, is the most effective brand-building format, while paid search and email emerge as the most effective activation channels.
- However,
Marketing ROI case for banking & financeMichael Wolfe
Following is a case study showing marketing effectiveness analytics for a banking and financial services firm in the South Central US. A part of the challenge here involved estimating the impact that Hurricane Katrina had on this banks and the measurement of marketing ROI and impact in some new markets. in the end,. as is true for the banking sector, actual ROI of marketing is quite high and there are substantial opportunities for accelerate revenue growth with more effective marketing spend.
Marketing Optimization for Natural Gas UtilitiesMichael Wolfe
This is a story of how a retail natural gas firm used marketing/media response model to re-engineer its marketing spend to drive higher growth and climb out of a stagnant business situation
Market mix modelling is used to estimate the effectiveness of media investments on sales. A statistical model is estimated using historical sales data and explanatory variables like marketing activities, price, seasonality, and other macro factors. The simplest model is linear regression. The output is then used to analyze media effectiveness and return on investment. The case study involved structuring regional sales and marketing data, exploring relationships between variables, fitting mixed models to account for regional differences, and finding seasonality had the highest contribution to sales followed by online and radio marketing.
The Complex Journey to Unified Marketing AnalyticsJoy Joseph
The discerning marketer today is well aware that the annual “set it and forget it” marketing measurement process is a relic of the past. Marketing strategy has evolved to a dynamic “always-on” state, and performance metrics are needed on demand. Marketers have already been using marketing mix models in a major way to support this iterative process of measurement, optimization and simulation. They are, however, beginning to reevaluate systems currently in place given the increased complexity of targeted and programmatic advertising in a highly fragmented digital advertising landscape. Traditional manual processes are unable to scale to support this dynamic and complex planning environment. To add further confusion to the chaos, another potential rival methodology, attribution modeling, evolved to fill the gap of individual digital conversion measurement.
This Advertising Research Foundation webinar, hosted by IRI’s Joy Joseph and Blue 449’s George Musi, lays out a perspective on why marketers need to leverage a more integrated approach between different measurement systems, as well as what decisions can be supported by which systems.
Iri growth summit_media and promotion effectiveness_v3Joy Joseph
IRI and Turner partnered in mining marketing-mix studies
across 62 brands representing $20 billion in sales and
$3 billion in marketing spend across food, beverages,
health care, beauty and home care aisles. The objective
was to help marketers determine the most efficient
marketing allocations and guide organizations to make
marketing investments that provide short- and long-term
growth.
Media mix modeling with social media roi blaBLA101
Bottom-Line Analytics is a consulting group that focuses on marketing optimization modeling to maximize ROI for clients' marketing budgets. They have over 50 years of combined experience in marketing optimization modeling. Their modeling techniques identify relationships between sales and influencing factors to determine the most effective marketing channels and messages. They provide clients with sales decomposition, marketing ROI analysis, and an optimal marketing spend solution to increase revenues 4-8% without increasing budgets.
Magazine advertising can be an effective way to build brands and drive sales. Several studies have found:
1) Magazine advertising generates similar levels of reader engagement and actions as editorial content.
2) Magazines are strong at building brand bonding, which is essential for sales success. Brands that heavily invest in magazines see much higher bonding scores.
3) Econometric models show that magazines typically deliver the highest ROI of any media channel and have potential for higher returns with increased budgets due to diminishing returns for other channels. When combined with TV, magazine advertising can boost TV's ROI by up to 18%.
4) Magazines produce average sales lifts of 11% across categories like food, beauty, healthcare, and
The Smart Cube | Marketing Mix Modeling: An Old Remedy for New IllsMelissa Luongo
The document summarizes marketing mix modeling (MMM) and its benefits. MMM uses statistical analysis to estimate how marketing activities like advertising, pricing, and promotions impact sales. It helps companies understand the relationship between marketing spend and profits. As global ad spending increases, MMM is important for ensuring marketing funds are spent efficiently. The document provides examples of companies using MMM and discusses how it can optimize allocation of marketing budgets.
The Print Campaign Analysis by Millward Brown DigitalSanoma Belgium
The Print Campaign Analysis, a “meta-analysis “ conducted by Millward Brown, an authority in the assessment
of advertising impact, examined nearly 100 ad effectiveness studies that the advertisers themselves had
originally commissioned. Millward Brown’s report finds that print advertising results in the greatest increases
in persuasion metrics—brand favorability and purchase intent—compared to other platforms. These
advertiser-generated data also reveal that when advertisers used print magazine in combination with other
platforms, they were most successful in raising outcome metrics, leading to the conclusion that digital
platforms work best when they are connected to powerful traditional media, such as print.
Top 20 Reasons Why Agent-based Modeling is Disrupting Marketing MixThinkVine
Misallocated ad dollars may be costing brands more than 25 percent in lost sales. Based on an analysis of ThinkVine customers with average annual sales of more than $1 billion, we found that companies were spending too much or too little on specific media 85 percent of the time. By optimizing their marketing budgets, the companies added anywhere from 7 to 81 percent in additional revenue attributed to marketing activities – an average of 28 percent.
Don’t lose out on the additional sales your marketing could be driving. Brands have been relying too heavily on outdated, backward-looking marketing mix methods that leave money on the table.
Companies are now turning to agent-based modeling to make better strategic decisions that will deliver the results they need, and here is why.
This document summarizes a presentation by Bottom Line Analytics on marketing measurement and optimization for a quick service restaurant (QSR) client. The presentation discusses the challenges of measuring marketing, analyzes the QSR's marketing spending and impact on sales, and provides recommendations to optimize spending. Key findings include that national TV, local TV, and breakfast messages drove the most sales. New products accounted for half of sales growth. Spending on healthy menu launches and online search provided high ROIs and should be increased.
This document discusses measuring the long-term effects of advertising for the brand Alpha. It finds that long-term ad effects account for 23% of Alpha's annual sales and are 15 times greater than short-term ad effects. Improved ad creative has helped boost long-term effects and Alpha's sales growth. A model found advertising returns of $2.7 million compared to a loss of $100k if only considering short-term effects, suggesting under-investment in advertising.
Where we are with marketing ROI measurement Michael Wolfe
This article discusses current state of affairs for marketing ROI measurement. There is dissatisfaction with the status quo and this article outlines a completely new approach.
12 Best Practice & Real-World Lessons From Marketing Sciencey lessonsMichael Wolfe
This paper shows 12 key startegic lessons derived from analytics or marketing scence which under score the value that this discipline brings to higher levels of busness performance.
Case study shows how a restaurant chain rediscovered its purpose. By engaging in "voice-of-the customer" analytics, this restaurant was able to identify why their volume was declining and what they needed to do to rectify some shortcomings in their product offering. VOC Analytics uses a proprietary approach for converting textual brand reviews on social media into predictive metrics.
Rex Briggs at JD Power and Associate Automotive Internet RoundtableKelly Automotive
The document discusses best practices for measuring integrated marketing communication (IMC) and return on marketing objectives (ROMO). It presents a case study analyzing the marketing of the Chrysler Sebring using ROMO methodology. The analysis found magazine advertising was most effective at increasing brand familiarity and recommended reallocating funds from television and online to magazines. The optimized plan was estimated to increase impact by 166% with the same budget.
The document discusses budget optimization for a CPG client's marketing mix. Using techniques like non-linear programming and time series regression, the budgets were optimized to reallocate funds from less productive elements like TV, print and radio towards more productive digital, BTL, trade promotions and consumer promotions. This resulted in a 10% lift in sales for the same overall budget. After accounting for other variables, the optimization translated to a 3% lift in overall sales.
Innovations in marketing effectiveness measurement Michael Wolfe
A new and innovative approach in marketing ROI measurement. Goes beyond traditional marketing mix models by 1) developing long-term ad effects measurements, 2) measuring media message and creative, 3) quantifying the interactions or synergies across the marketing mix and 4) measuring the voice-of-the customer through social media
Metrics Credentials For Slideshare December 29, 2008Blair Currie
Metrics is Japan's first marketing consultancy focused on auditing the performance of marketing communications. It aims to bring more transparency and fairness to Japan's marketing industry. Metrics offers various auditing services including media audits, creative audits, PR audits, and agency audits. It also provides marketing management consulting. Metrics conducts national and global audits to benchmark client performance against market standards and identify areas for improvement. The goal is to help clients improve marketing ROI and get better value from their marketing investments and suppliers.
This document summarizes key findings from a study of the IPA Databank on marketing effectiveness in the digital era. Some of the main points include:
- Mass marketing and broad-reach campaigns are still effective at driving market share growth, which is a key driver of profit. The digital revolution has increased the potential effectiveness of most marketing forms, including traditional media.
- A balance of long-term brand building (around 60% of spend) and short-term activation (around 40% of spend) is still the best strategy. Video advertising, both online and offline, is the most effective brand-building format, while paid search and email emerge as the most effective activation channels.
- However,
Marketing ROI case for banking & financeMichael Wolfe
Following is a case study showing marketing effectiveness analytics for a banking and financial services firm in the South Central US. A part of the challenge here involved estimating the impact that Hurricane Katrina had on this banks and the measurement of marketing ROI and impact in some new markets. in the end,. as is true for the banking sector, actual ROI of marketing is quite high and there are substantial opportunities for accelerate revenue growth with more effective marketing spend.
Marketing Optimization for Natural Gas UtilitiesMichael Wolfe
This is a story of how a retail natural gas firm used marketing/media response model to re-engineer its marketing spend to drive higher growth and climb out of a stagnant business situation
Market mix modelling is used to estimate the effectiveness of media investments on sales. A statistical model is estimated using historical sales data and explanatory variables like marketing activities, price, seasonality, and other macro factors. The simplest model is linear regression. The output is then used to analyze media effectiveness and return on investment. The case study involved structuring regional sales and marketing data, exploring relationships between variables, fitting mixed models to account for regional differences, and finding seasonality had the highest contribution to sales followed by online and radio marketing.
The Complex Journey to Unified Marketing AnalyticsJoy Joseph
The discerning marketer today is well aware that the annual “set it and forget it” marketing measurement process is a relic of the past. Marketing strategy has evolved to a dynamic “always-on” state, and performance metrics are needed on demand. Marketers have already been using marketing mix models in a major way to support this iterative process of measurement, optimization and simulation. They are, however, beginning to reevaluate systems currently in place given the increased complexity of targeted and programmatic advertising in a highly fragmented digital advertising landscape. Traditional manual processes are unable to scale to support this dynamic and complex planning environment. To add further confusion to the chaos, another potential rival methodology, attribution modeling, evolved to fill the gap of individual digital conversion measurement.
This Advertising Research Foundation webinar, hosted by IRI’s Joy Joseph and Blue 449’s George Musi, lays out a perspective on why marketers need to leverage a more integrated approach between different measurement systems, as well as what decisions can be supported by which systems.
Iri growth summit_media and promotion effectiveness_v3Joy Joseph
IRI and Turner partnered in mining marketing-mix studies
across 62 brands representing $20 billion in sales and
$3 billion in marketing spend across food, beverages,
health care, beauty and home care aisles. The objective
was to help marketers determine the most efficient
marketing allocations and guide organizations to make
marketing investments that provide short- and long-term
growth.
Media mix modeling with social media roi blaBLA101
Bottom-Line Analytics is a consulting group that focuses on marketing optimization modeling to maximize ROI for clients' marketing budgets. They have over 50 years of combined experience in marketing optimization modeling. Their modeling techniques identify relationships between sales and influencing factors to determine the most effective marketing channels and messages. They provide clients with sales decomposition, marketing ROI analysis, and an optimal marketing spend solution to increase revenues 4-8% without increasing budgets.
Magazine advertising can be an effective way to build brands and drive sales. Several studies have found:
1) Magazine advertising generates similar levels of reader engagement and actions as editorial content.
2) Magazines are strong at building brand bonding, which is essential for sales success. Brands that heavily invest in magazines see much higher bonding scores.
3) Econometric models show that magazines typically deliver the highest ROI of any media channel and have potential for higher returns with increased budgets due to diminishing returns for other channels. When combined with TV, magazine advertising can boost TV's ROI by up to 18%.
4) Magazines produce average sales lifts of 11% across categories like food, beauty, healthcare, and
The Smart Cube | Marketing Mix Modeling: An Old Remedy for New IllsMelissa Luongo
The document summarizes marketing mix modeling (MMM) and its benefits. MMM uses statistical analysis to estimate how marketing activities like advertising, pricing, and promotions impact sales. It helps companies understand the relationship between marketing spend and profits. As global ad spending increases, MMM is important for ensuring marketing funds are spent efficiently. The document provides examples of companies using MMM and discusses how it can optimize allocation of marketing budgets.
The Print Campaign Analysis by Millward Brown DigitalSanoma Belgium
The Print Campaign Analysis, a “meta-analysis “ conducted by Millward Brown, an authority in the assessment
of advertising impact, examined nearly 100 ad effectiveness studies that the advertisers themselves had
originally commissioned. Millward Brown’s report finds that print advertising results in the greatest increases
in persuasion metrics—brand favorability and purchase intent—compared to other platforms. These
advertiser-generated data also reveal that when advertisers used print magazine in combination with other
platforms, they were most successful in raising outcome metrics, leading to the conclusion that digital
platforms work best when they are connected to powerful traditional media, such as print.
Top 20 Reasons Why Agent-based Modeling is Disrupting Marketing MixThinkVine
Misallocated ad dollars may be costing brands more than 25 percent in lost sales. Based on an analysis of ThinkVine customers with average annual sales of more than $1 billion, we found that companies were spending too much or too little on specific media 85 percent of the time. By optimizing their marketing budgets, the companies added anywhere from 7 to 81 percent in additional revenue attributed to marketing activities – an average of 28 percent.
Don’t lose out on the additional sales your marketing could be driving. Brands have been relying too heavily on outdated, backward-looking marketing mix methods that leave money on the table.
Companies are now turning to agent-based modeling to make better strategic decisions that will deliver the results they need, and here is why.
This document summarizes a presentation by Bottom Line Analytics on marketing measurement and optimization for a quick service restaurant (QSR) client. The presentation discusses the challenges of measuring marketing, analyzes the QSR's marketing spending and impact on sales, and provides recommendations to optimize spending. Key findings include that national TV, local TV, and breakfast messages drove the most sales. New products accounted for half of sales growth. Spending on healthy menu launches and online search provided high ROIs and should be increased.
12 keys to innovative marketing planning (002)Michael Wolfe
This document discovers 12 ways or tools that marketing professionals can use to drive more returns and improve the effectiveness of their marketing plans.
The Annual Planning Process & Social/Digital MediaGemma Craven
The document discusses best practices for annual planning processes (AOP) and integrating digital and social media marketing. It recommends developing an AOP that includes specific goals, key projects, budgets, and timelines for digital and social media initiatives. Measurement of initiatives should align with marketing funnels. Trends to consider include real-time marketing to capitalize on unexpected events, amplifying brand events, evolving community management roles, and driving advocacy through super fans and exclusive communities.
Paid Social Proposal for Medical Universities of AmericasNetizensstop
We at Netizensstop had prepared a Paid Social - Media Plan & PPC Strategy for Medical Universities of Americas. A Medical University. It contains our campaign launch strategy, media plan - considering brand awareness, lead generation etc; campaign set-up & optimization tips, auto-bidding tools that will be used & predicted investment with key KPI formulas for Return on Investment (ROI).
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.
This document discusses how JOLT! can help advertisers improve return on investment (ROI) through more accurate targeted advertising. It notes that targeting, reach, and recency are key levers that are data-driven and can be improved. JOLT! verifies target segments from various data providers to identify the most accurate segments. Using JOLT! scores, advertisers can compare segment validity across sources, evaluate audience delivery by publisher/network, and trend campaign performance over time to continuously optimize targeting and increase ROI. JOLT! leverages survey data from ad impressions to compare "in-target" and "out-of-target" delivery for different target providers, publishers, and campaigns.
Marketing Analytics with Mcdonald's Data ScientistPromotable
Alex Gaski - Data Scientist @ Mcdonald's discusses marketing analytics from the Data Science perspective and how to get Better Marketing Measurement.
About Promotable: At Promotable, we create education solutions that empower career potential and advancement. We teach in-demand and marketable skills that can help anyone advance in his or her career.
The document discusses the global advertising industry and provides an overview of several large advertising agencies. It begins with an overview of the advertising industry and key metrics such as total revenue, growth rates, and projected revenue. It then discusses four major global advertising agencies (Dentsu, Publicis, Havas, WPP) and provides details on each company's overview, products/services, clients, corporate strategy and goals, financial performance, and competitive position. The document contains information on industry trends, segmentation, external drivers, maturity levels in different regions, and analysis of threats and opportunities.
How to Optimize Your Marketing Strategy in Times of ChangeFalcon.io
Times are changing, and so is your customers’ focus. Audience fragmentation and diversification in customer needs are posing a challenge for brands, who do not only need to personalize their content, but also meet their audiences where they are. For that reason, it is vital for brands to find new ways to engage with their audience through highly interactive and seamless digital experiences.
Taking a close look at Pernod Ricard's success stories of its brands like Absolut Vodka, Jameson, Havana Club, and Beefeater, this webinar will help you navigate the challenges of multi-channel campaign planning.
Focusing on the FMCG industry this webinar will help you uncover:
- Strategies for effective cross-channel social media optimization.
- How to ensure brand consistency across channels and teams.
- How to engage with an increasingly diverse audience.
Watch full webinar here: https://www.falcon.io/webinars/cross-channel-strategy/
Scaling International Performance with Google and TinuitiTinuiti
Tinuiti is an award-winning performance marketing agency that manages over $2B in media for its clients annually. The document discusses Tinuiti's international growth framework and tools it uses to help clients scale internationally with Google. It provides an overview of key industry trends such as increased online activity globally and the benefits of pursuing international growth. The framework involves understanding where clients are in their global journey, using insights tools to research new markets, and addressing operational challenges as clients expand their footprint.
This document discusses how programmatic technology enables customer-centric marketing. It notes that a customer's journey occurs across multiple touchpoints and that programmatic advertising helps overcome barriers to understanding customers by targeting the right person at the right time and place. Programmatic spending has grown significantly in recent years and will account for most display ad spending by 2017. Several major brands are adopting programmatic advertising and seeing improved results and ROI. The document advocates using first-party data and programmatic buying to drive more profitable marketing and improve the customer experience with relevant messages.
entrsmall business & epreneurship development U5.pdfkittustudy7
This document discusses marketing strategies for small businesses. It begins by explaining that marketing strategies serve as the foundation for marketing plans and objectives. It then discusses challenges small businesses face with limited budgets and resources for marketing. Various small business marketing strategies are outlined, such as boosting brand awareness, targeting customers, and building a community. Effective strategies mentioned include direct selling, internet marketing, and paid media advertising. The four P's of marketing - product, place, price, and promotion - are also discussed. The document then goes into more detail about specific digital marketing strategies small businesses can use, such as banner ads, paid search on Google, organic search, and inbound marketing.
The document provides guidance on how to write an effective marketing plan in 3 steps:
1. Start with an executive summary and define measurable marketing objectives based on understanding strengths, weaknesses, and business environment.
2. Conduct a thorough internal and external situation analysis using a SWOT framework to identify target markets and guide strategy.
3. Develop strategies and an implementation plan to achieve objectives, then establish tracking and evaluation metrics to ensure success.
Advertising & Promotional Practices Among U.S. Supermarket RetailersAptaris
Advertising is an essential part of doing business in the food industry. But change is happening and keeps on coming. Increasingly, customers are in control, dictating how, where and when they want communications and the demand for relevant content is key. How do food retail advertising and marketing executives make the best use of their budgets and various communication vehicles in order to be successful?
We'll examine:
- The advertising and promotional practices in the supermarket today with a look at expected use in the next few years.
- Learn how food retail advertising and marketing executives make the best use of their budgets.
- Various communications vehicles in order to be successful.
This document summarizes a presentation about how addiction treatment facilities can deal with decreasing insurance payouts and increasing marketing costs, referred to as "the squeeze." It discusses factors driving this trend, such as industry consolidation through mergers and acquisitions, increased regulation and compliance costs, and rising costs of digital marketing channels. The presentation provides recommendations on using a balanced marketing approach combining SEO, PPC, social media, and other channels to hedge against rising costs. It emphasizes the importance of digital marketing and having a strong online presence to attract new customers and ensure long-term growth in a challenging market environment.
The promotional campaign for a hearing center gave away a free pair of hearing aids. This generated over 280 marketing leads who provided their contact information and 65 requests for consultations. Tactics included digital ads, social media posts, and a custom sweepstakes page where entrants could complete a survey with contact and qualification questions. The campaign successfully grew the business's email list and scheduled sales consultations as objectives.
Using Metrics to Build Marketing's CredibilityMarketo
The document discusses how marketing can build credibility within organizations by using the right metrics. It recommends focusing on revenue-related metrics like the revenue cycle, program performance, and marketing forecasts. The revenue cycle measures the progression of leads through different stages like awareness, nurturing, and sales. Program performance calculates the incremental revenue and ROI of individual marketing programs. Marketing forecasts allow marketing to predict future conversions and revenue in a way that is accountable to business goals. Using metrics focused on financial impacts and outcomes rather than costs helps marketing demonstrate its value and "speak the language of business".
Similar to Marketing ROI Measurement for Restaurants (20)
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To those who do Marketibng-Mix modeling, one understands that these tools tend to have a singlular and exclusively short-term focus on marketing measurment. This white paper makes a case to including long-term measures in these models, expecially loking at the long-teerm efffects of advertising. This article makes a good business case for doing this and provides sine reak case studies to support his case.
Medical Office Marketing ROI MeasurmentMichael Wolfe
This is a case study pertinent to hospitals and multi-office medical and dental practices that will enable them to do smarter and more effective marketing through a marketing effectiveness measurement system
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This presentation outlines an approach for measuring gender bias in advertising. Called the Gender Equality Index, this was developed by the company Advertising Benchmark for the ANA or Association of National Advertising
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Explores case of Colonel Sanders in KFC advertising. Copy test data reveals a high level of "dislike" of the character, but this has no impact on overall ad effectiveness and even less of an impact on customer "purchase intent". This all raises the question of whether ad likeability is even a factor for assessing ad effectiveness and whether an ad sells product.
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This report shows a new way to measure advertising copy or creative. In contrast to current regimes which have changed little over the past 50 years and have not adapted to a market with more ads and channels, the ABX system here described is both faster, less costly, provides wider coverage of channels and has been validated vis a vis brand sales performance.
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Radial Landscape Mapping is a visualization tool that displays key data representing and differentiating competitive brands and shows the core brand perceptions of brands relative to their competitive set.
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Marketing Response and Optimization Model for CasinosMichael Wolfe
this is a case study for a 5 casino property gaming firm. This is a marketing response modeling project where insights gained enabled this firm to accelerate growth in the following year and improve their marketing ROI via a more optimized marketing spending plan.
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Forecasting demand in a cyclical business such as housing components is difficult & tricky. In this case, we developed an econometric model for housing components driven by order backlogs, housing starts, remodeling spending and pricing.
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Every marketing program has about 25-70% of its spending occurring on initiatives which generate very low returns which only generate a fraction of the break-even revenue of its spending. This analytics for identifying these more wasteful activities and the upside resulting from trading the high productive marketing activities for the more wasteful ones.
Marketing ROI Modeling and Analytics for Retail Energy CompaniesMichael Wolfe
Unregulated utilities need to spend considerable sums on media and marketing in order to compete for subscribers. This study shows how one company could measure marketing ROI, reduce wasteful marketing spending and optimize its spending to drive significantly higher revenue growth.
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%
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This is the webinar recording from the June 2024 HubSpot User Group (HUG) for B2B Technology USA.
Watch the video recording at https://youtu.be/5vjwGfPN9lw
Sign up for future HUG events at https://events.hubspot.com/b2b-technology-usa/
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06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Data and AI
Discussion on Vector Databases, Unstructured Data and AI
https://www.meetup.com/unstructured-data-meetup-new-york/
This meetup is for people working in unstructured data. Speakers will come present about related topics such as vector databases, LLMs, and managing data at scale. The intended audience of this group includes roles like machine learning engineers, data scientists, data engineers, software engineers, and PMs.This meetup was formerly Milvus Meetup, and is sponsored by Zilliz maintainers of Milvus.
1. 1
Optimizing Marketing and Media
Strategy for Retail Food Service
Through Effective Marketing
Measurement and Accountability
2. Today’s Agenda
• Bottom-Line Analytics
• The Marketing Measurement Challenge
• The Vision
• QSR Case Study
• The Plan
2
Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013
3. About Us
✓ Bottom-Line Analytics LLC is a consulting group that
focuses on Marketing and Social Media analytics
✓ Our modeling experts have a total of over 100 years of direct
experience with marketing optimization modeling. This
includes direct experience in over 35 countries and dozens of
product categories
✓ We are dedicated to the principles of innovation, excellence
and uncompromising customer service
✓ Most important, however, we are dedicated to getting tangible
and positive business results for our clients
3
Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013
5. Today’s Agenda
• Bottom-Line Analytics
• The Marketing Measurement Challenge
• The Vision
• QSR Case Study
• The Plan
5
Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013
6. • In the early 1900’s John Wanamaker turned a phrase
marketers still reference today:
“Half the money I spend on advertising is wasted, I just don’t
know which half”
• In the 1930’s, Albert Einstein said
“Insanity is doing the same thing over and over again and
expecting different results”
• In the 1990’s a new era of marketing accountability was
born, with an appropriate quote, by F. John Reh
“You can not manage what you don't measure”
The Marketing Measurement Challenge
6
Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013
7. BLA Focuses on Measuring & Optimizing
The Where And The What
Revenues
Offline Media,
Direct, Creative
& Message
Online Media,
Direct &
Message
Pricing,
Capacity &
Customer
Transactions
Macro
Variables and
Market Factors
Competition
Influential Factors – Independent Variables
Social Media
Guest
Experience
7
Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013
8. Today’s Agenda
• Bottom-Line Analytics
• The Marketing Measurement Challenge
• The Vision
• QSR Case Study
• The Plan
8
Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013
9. 9
• Visualize-
– A tool which will enable you to accurately ascribe ROI to each of your various
marketing initiatives
– The ability to simulate and forecast any of a number of future Business Plans
and/or Business Scenarios
– An ability to know what marketing programs are working and not working
– The ability to accurately quantify volume gains from specific competitors, due
to cannibalization or that which is purely incremental
• Realize
– How to drive 3-10% more revenue with current or existing marketing budgets
through model-based marketing spending optimization
– A business and marketing plan that can be factually defended and linked
directly to profitable revenue and growth
– A business plan where you are confident that your marketing dollars are
working at maximum efficiency
– A system whereby wasted and unproductive marketing initiatives can be
eliminated
The Vision
Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013
10. Today’s Agenda
• Bottom-Line Analytics
• The Marketing Measurement Challenge
• The Vision
• QSR Case Study
• The Plan
10
Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013
11. 11
• Client Profile - $6.3B annual revenues, 1,800 outlets nationwide, 100%
franchise-owned
– Franchisees fund national-corporate marketing and product development via a
10% assessment against their net income and fund 100% of local marketing
efforts
– Client spent $85M in marketing & media initiatives:
• National Media: $46M
• Local Media $39M
• New Product Launches & Initiatives: $4M
– The client used a broad spectrum of different messages supported across
media, including brand, breakfast, promotional & new products
• Study Objectives
– Develop a fact-based assessment of Media and Marketing activities
– Develop recommendations to maximize growth by achieving the most
effective balance between national-corporate, local and new product
marketing investments and across all regions, media and marketing channels
• The case example has been masked to preserve confidentiality
QSR Restaurant Case Study
Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013
12. 12
How Effective Are Our Media and Marketing Activities?
1. What proportion of marketing program/channels contributed to total
revenue sales?
2. Which regions were most impacted by marketing and which marketing
programs worked best in each region?
3. What were the key drivers of growth and what role did new-products play
in driving that growth?
4. What messages drove a greater response - brand, new product, breakfast
or promotional?
5. What is the ROI of individual marketing programs/channels?
Client Questions
What Can We Do To Improve In The Future?
6. Which marketing activities represent the best opportunities for
increased funding and which should we cut back?
7. What is the optimal total spend and how should that be allocated across
markets and programs/channels?
8. What Is the optimal marketing spend across individual markets?
Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013
13. 13
65.6%
3.7%
0.8%
8.8%
1.1%
0.8% 1.9%
2.2%
3.6%
0.4%
2.6%
0.5%
0.8%0.3%
1.8%
4.1%
0.3%0.7%
19.1%
Base Vol Customer Traffic Growth Store Expansion
Social Media WOM Healthy Menu Launch Media New Salad Buffet Media and Promo
FSI's Ad Quality Local Radio
Local OOH Long Term TV Ad Effect Nat Brand TV Short-Term Effect. Brand Message
Nat Brand TV Short-Term Effect. Breakfast Message Nat Brand TV Short-Term Effect. Promo Message Local TV Short-Term Effect, Promo Message
Local TV Short-Term Effect, Breakfast Message Online Banners Online Search
▪ Marketing efforts drove 19% of QSR sales. National TV drove 6.4%, local TV generated 5.9% of sales.
Breakfast messages generated 4.9% of total sales, while new-product media messages garnered a 2%
share; social media drove 8.8% of sales.
Decomposition of Sales
1. What Proportion Do Marketing Programs/Channels
Contribute To Annual Sales?
Marketing
Activities
14. 14
Consolidated Sales Decomposition by Region
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Northeast Central Southeast SouthWest West
Online Search Online Banners Local TV Short-Term Effect
Nat Brand TV Short-Term Effect Long Term TV Ad Effect Local OOH
Local Radio Ad Quality FSI's
New Salad Buffet Media and Proomo Healthy Menu Launch Store Expansion
Customer Traffic Growth Base Vol
▪ The West Region is the most marketing driven of all of the regions. This is due to the higher success of
new product launches . The SE region is most affected by local TV advertising, whereas FSI’s have a
relatively greater impact in the NE region.
Decomposition of Sales by Region
2. Which Regions Were Most Impacted By Marketing And
Which Marketing Programs Worked Best In Each Region?
Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013
15. 15
-3% -2% -1% 0% 1% 2% 3% 4%
Healthy Menu Launch Base Vol Ad Quality Local Radio
Store Expansion FSI's Customer Traffic Long Term TV Ad Effect
New Salad Buffet Media and Promo Online Adv National TV Short-Term Effect Local TV Short-Term Effect
Local OOH Price
Contributions to Annual Sales Variance
▪ The QSR sales increased 6.7% YOY. The two new item launches together accounted for 3.2 points of that
growth, or nearly half. Improved national TV ad quality was a notable positive driver
▪ Negative effects were due to a +3% price increase and reductions in outdoor and local TV ad spending
3. What Are The Key Drivers Of Growth? What Role Did New-
Products Play In Driving That Growth?
Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013
16. $-
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
Brand Messages Breakfast Messages New Product
Messages
Promotional
Messages
$1.11
$1.49
$2.68
$1.26
ROI of Marketing Campaigns & Messages
(Profit Per Expenditure $)
4. What Messages Drove A Greater Response, Brand, New
Product, Breakfast Or Promotional?
▪ New product and breakfast messages stand out as delivering the highest ROI per dollar of
investment.
16
Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013
18. All Ad Norms
Ad Effectiveness Ratings Last 12 Months QSRs by Channel
19. Ad ROI by Creative Execution
$0.76
$0.87
$1.04
$1.56
$1.73
$1.93
$0.71
$0.87
$0.95
$1.34
$1.41
$1.49
$0.61
$0.77
$1.89
$2.23
$0.79
$1.04
$0.95
$1.06
$1.18
$- $0.50 $1.00 $1.50 $2.00 $2.50
Digital Ad 6
Digital Ad 5
Digital Ad 4
Digital Ad 3
Digital Ad 2
Digital Ad 1
Radio Ad 6
Radio Ad 5
Radio Ad 4
Radio Ad 3
Radio Ad 2
Radio Ad 1
TV Ad 4
TV Ad 3
TV Ad 2
TV Ad 1
OOH Ad 2
OOH Ad 1
FSI Ad 3
FSI Ad 2
FSI Ad 1
ROI per Dollar
ROI per Dollar
20. 20
▪ The QSR generates a 29% ROI on $85.1MM of Marketing spend
▪ Across the mix, all activities generate positive returns except outdoor advertising and FSI’s. The
launch of the healthy menu line was most profitable, with above average ROI for Salad Buffet
marketing, national TV, local radio and online advertising.
Marketing ROI
Gross
Profit
Spend
(Cost)
Net
Returns % ROI
New Salad Buffet Media and Promotion $ 6.6 $ 3.6 $ 2.9 45%
FSI's $ 14.3 $ 16.4 $ (2.1) -15%
Healthy Menu Launch $ 4.8 $ 0.4 $ 4.4 92%
Local TV $ 15.9 $ 12.1 $ 3.7 24%
National TV $ 57.2 $ 39.2 $ 18.0 31%
Local Radio $ 15.5 $ 8.7 $ 6.7 44%
Local Outdoor $ 1.7 $ 2.0 $ (0.3) -17%
Online Advertising $ 4.4 $ 2.3 $ 2.0 46%
Total Local Spending $ 47.5 $ 39.4 $ 8.1 17%
Total National Spending $ 73.1 $ 45.6 $ 27.4 38%
Total Spend $ 120.6 $ 85.0 $ 35.5 29%
5. What Is The ROI Of Individual Marketing Programs/Channels?
Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013
21. 21
▪ Below shows the relative attractiveness of the QSR’s marketing investments and campaigns. Higher
investments indicated for high ROI media with strong contributions to YOY Growth
Diminishing
Returns-Reallocate
Significantly increase spending
Increase
Spending
Significantly Decrease
Spending
Marketing Investment ROI Matrix
6. Which Marketing Activities Represent The Best Opportunities
For Increased Funding? Which Should Be Cut Back?
Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013
Contribution to Growth
22. 22
0%
20%
40%
60%
80%
100%
Current Mktg Contrbution Current Spend Optimal Spend
Online Search Online Banners Local TV Breakfast Message
Local TV Promo Message National TV Promo Message National TV Branded Message
National TV Breakfast Message Local OOH Local Radio
FSI's New Salad Buffet Media and Proomo Healthy Menu Launch
▪ The QSR can optimize sales by decreasing FSI’s, National & Local Promotional TV and Online
Banners, while keeping total spending constant
▪ Increase spending on the Healthy Menu initiative, Local & National Breakfast TV, Radio and
Online Search. This solution is expected to generate an 8% increase in overall sales
Marketing Spending Optimization by Channel
7. What Is The Optimal Total Spend And How Should That Be
Allocated Across Programs/Channels?
Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013
23. Marketing Spending Optimization by Region
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Current Mktg Contribution Current Spend Optimal Spend
West SouthWest Southeast Central Northeast
8. What Is The Optimal Total Spend And How Should That Be
Allocated Across Markets?
▪ The greatest upside opportunity is to increase relative marketing investments in the Southeast and
West Regions
23
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25. Today’s Agenda
• Bottom-Line Analytics
• The Marketing Measurement Challenge
• The Vision
• QSR Case Study
• The Plan
25
Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013
26. 26
• Developing the analytics and measurement tools
• Building measurement and accountability into
business plans
• Measuring and monetizing the customer experience
with social media measurement
• Developing a measurement and accountability
culture
• Entering and realizing the path to superior profits
and growth
The Plan
Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013