This document discusses measuring the effectiveness of social media marketing. It presents challenges in measuring social media due to the many platforms and metrics. The author advocates taking a holistic approach to analyze how all marketing activities, external factors, and economic conditions impact business goals. Econometric analysis of comprehensive data over time can determine what activities are most effective. The document provides examples of content, relevance, and impact social media metrics and recommends tying metrics to business goals to optimize marketing spend across channels. It raises measuring "social capital" as an emerging issue and invites participation in a pilot study.
The Sorrento team proposes reorganizing field sales to address challenges from industry consolidation and increased competition. They will combine food and household product sales roles, introduce Territory Marketing Executives to tailor strategies to different areas, and triple the number of Modern Trade Activation Executives to engage emerging retailers. Responsibilities will be split between "hunters" who pursue new clients and "farmers" who maintain existing accounts. The changes aim to facilitate cross-selling, increase sales by 15-40%, and improve efficiency.
MMO stands for Marketing Mix Optimization. It is a data-driven business research approach that aims to understand how different marketing mix components (e.g. price, product, promotion) impact sales. MMO uses econometric modeling and analysis of sales data to measure the contribution and return on investment of each marketing element. This allows optimization of budget allocation across different marketing activities to maximize incremental sales and profit. A typical MMO project involves a business audit, econometric modeling, optimization analysis, and implementation support to apply the insights into marketing management and planning.
Social media is becoming increasingly important for shopper marketing as many shoppers belong to loyalty programs and share recommendations online. However, most brand and shopper marketers do not coordinate their social media and loyalty program strategies. Bringing these functions together will help demonstrate the ROI of social media spending through loyalty program data. As word-of-mouth and social influences grow in importance, integrating shopper data into social media programs will be key to developing effective promotional strategies.
This document summarizes TIM Participações S.A.'s presentation at the Morgan Stanley Latin America CEO Conference in January 2010. It discusses TIM's issues in 2008 with its strategic approach and offerings. TIM's re-launch plan focused on a new commercial approach with simplified post-paid and pre-paid plans. Some key achievements highlighted were reversing its declining market share, growing its pre-paid customer base, and ending the erosion of its post-paid base through its new plans and commercial efforts.
1) The document analyzes trends in the publisher display business based on data from Google publisher products. It finds that globally, unreserved impressions were higher than reserved impressions in 2011, though the gap narrowed towards the end of the year.
2) Arts & Entertainment was the top vertical by impressions and grew 11% year-over-year. Shopping and Sports also saw strong growth. The US, China, and Japan were the top countries by impressions.
3) CPMs varied widely by country, with some like the US and UK seeing growth from Q3 to Q4 2011 while others like Spain and Italy declined.
This document discusses brand management and provides an overview of key concepts and a model. It defines a brand as a rational and emotional connection between people and a firm/product. Brand equity is a measure of customer attachment to a brand. A simulation model is presented to help understand the complex system of brand management and identify leverage points to reduce decision-making uncertainty. The model depicts how brand awareness, loyalty, investment, competition and other factors interact over time in a brand management sector.
This document outlines an organization's strategy and action plan. It discusses topics such as the organization's vision, mission and values, Enterprise 2.0, and Generation Y. The document also mentions strategies, action plans, and project management. Key departments within the organization include administration, finance, production, purchasing, HR, sales, customer service, and suppliers.
The webinar discussed key topics around marketing metrics and performance including:
- The importance of using the right metrics like revenue metrics, rather than vanity or cost metrics, to measure marketing performance.
- Challenges in accurately measuring individual marketing program performance given multiple touches across programs and people. Methods discussed included single attribution, multi-touch attribution, and testing programs.
- The value of marketing forecasts in providing visibility into the early revenue cycle stages and filling gaps in sales forecasts.
- How dashboards can provide clear, consistent insights into metrics, goals, trends and alerts.
The Sorrento team proposes reorganizing field sales to address challenges from industry consolidation and increased competition. They will combine food and household product sales roles, introduce Territory Marketing Executives to tailor strategies to different areas, and triple the number of Modern Trade Activation Executives to engage emerging retailers. Responsibilities will be split between "hunters" who pursue new clients and "farmers" who maintain existing accounts. The changes aim to facilitate cross-selling, increase sales by 15-40%, and improve efficiency.
MMO stands for Marketing Mix Optimization. It is a data-driven business research approach that aims to understand how different marketing mix components (e.g. price, product, promotion) impact sales. MMO uses econometric modeling and analysis of sales data to measure the contribution and return on investment of each marketing element. This allows optimization of budget allocation across different marketing activities to maximize incremental sales and profit. A typical MMO project involves a business audit, econometric modeling, optimization analysis, and implementation support to apply the insights into marketing management and planning.
Social media is becoming increasingly important for shopper marketing as many shoppers belong to loyalty programs and share recommendations online. However, most brand and shopper marketers do not coordinate their social media and loyalty program strategies. Bringing these functions together will help demonstrate the ROI of social media spending through loyalty program data. As word-of-mouth and social influences grow in importance, integrating shopper data into social media programs will be key to developing effective promotional strategies.
This document summarizes TIM Participações S.A.'s presentation at the Morgan Stanley Latin America CEO Conference in January 2010. It discusses TIM's issues in 2008 with its strategic approach and offerings. TIM's re-launch plan focused on a new commercial approach with simplified post-paid and pre-paid plans. Some key achievements highlighted were reversing its declining market share, growing its pre-paid customer base, and ending the erosion of its post-paid base through its new plans and commercial efforts.
1) The document analyzes trends in the publisher display business based on data from Google publisher products. It finds that globally, unreserved impressions were higher than reserved impressions in 2011, though the gap narrowed towards the end of the year.
2) Arts & Entertainment was the top vertical by impressions and grew 11% year-over-year. Shopping and Sports also saw strong growth. The US, China, and Japan were the top countries by impressions.
3) CPMs varied widely by country, with some like the US and UK seeing growth from Q3 to Q4 2011 while others like Spain and Italy declined.
This document discusses brand management and provides an overview of key concepts and a model. It defines a brand as a rational and emotional connection between people and a firm/product. Brand equity is a measure of customer attachment to a brand. A simulation model is presented to help understand the complex system of brand management and identify leverage points to reduce decision-making uncertainty. The model depicts how brand awareness, loyalty, investment, competition and other factors interact over time in a brand management sector.
This document outlines an organization's strategy and action plan. It discusses topics such as the organization's vision, mission and values, Enterprise 2.0, and Generation Y. The document also mentions strategies, action plans, and project management. Key departments within the organization include administration, finance, production, purchasing, HR, sales, customer service, and suppliers.
The webinar discussed key topics around marketing metrics and performance including:
- The importance of using the right metrics like revenue metrics, rather than vanity or cost metrics, to measure marketing performance.
- Challenges in accurately measuring individual marketing program performance given multiple touches across programs and people. Methods discussed included single attribution, multi-touch attribution, and testing programs.
- The value of marketing forecasts in providing visibility into the early revenue cycle stages and filling gaps in sales forecasts.
- How dashboards can provide clear, consistent insights into metrics, goals, trends and alerts.
The document outlines an objectives and ROI model for analyzing marketing communications (marcom). It discusses tracking campaign performance, informing budgets, and determining marcom ROI. A survey found most marketers cannot calculate ROI for over half their spending due to a lack of data, measurement consistency, and expertise. The proposed model focuses on business vs. brand communications, and assesses demand, income flow vs. costs, and contribution margins with and without marcom spending.
- Multiplus reported strong growth in 3Q11 vs 3Q10 with net revenue up 93.8% and net income up 63.8%
- Gross billings grew 94.3% to R$439 million driven by increases in points sold to both TAM and banks/retail partners
- Cost of points redeemed grew at a faster rate than revenue, reducing gross margin by 14.6 percentage points
- Operating expenses fell as a percentage of revenue, helping operating income rise 46.1% though operating margin declined
- Hedge gains contributed to an 18.9% rise in pre-tax income and net income margin was 17%
This document contains a presentation by Best Buy Co., Inc. to the William Blair Growth Stock Conference on June 18, 2008. The presentation discusses Best Buy's history of revenue and earnings growth, fiscal year 2009 guidance, opportunities for international growth through new ventures and categories, and strategies for expanding in markets like Canada, China, and Europe through a new joint venture with Carphone Warehouse. The presentation outlines Best Buy's vision of achieving significant market share globally in the consumer electronics retail industry.
This document provides an update on TIM Participações S.A.'s relaunch plan following issues in 2008. It summarizes that TIM reversed declining trends by launching new commercial approaches, including segmented plans, a "chip only" business model, and exclusive handsets. This helped grow TIM's subscriber base and market share while self-financing relaunch costs through efficiency gains. Key achievements included improved brand awareness, customer satisfaction recovery, and confirming its position as the number 2 mobile operator in Brazil by quality metrics.
1) Marketing professionals and CMOs will face increased scrutiny and pressure to prove their accountability and deliver results in 2013, as the global economic outlook remains uncertain.
2) CMOs need to streamline marketing operations, make budgets work harder, and justify spending to increase ROI, while also listening more to consumer feedback.
3) To regain control, CMOs should establish a framework to focus efforts internally and with agencies, improve briefing processes, renegotiate media commitments if needed, and ensure agency incentives are aligned with business goals.
The document discusses Marketo's marketing strategies and revenue cycle. It shows that Marketo has experienced explosive growth in customers and revenue since 2008. It describes Marketo's focus on inbound, content, and social marketing strategies to help leads find the company rather than spending on outbound tactics. The document outlines Marketo's revenue cycle from awareness to customer, and how marketing automation enables scaling demand generation programs.
This document provides an overview of a two-day course on mergers, acquisitions, and divestitures organized in cooperation with Eureka Financial Ltd. The course aims to help participants identify key value drivers in M&A deals, understand the M&A process and how to assess deals, quantify synergies, value companies using different methods, and integrate post-deal. The program includes case studies, group discussions, and sessions on deal drivers, the deal process, financial engineering, and synergies. An analysis of recent M&A activity in regions like the Middle East is also presented.
The survey found that the majority (53%) of companies spend 5% or less of their marketing budget on optimization activities like testing. Those spending over 25% on optimization saw conversion rates twice as high. However, testing is still not a priority for 49% of respondents and only 11% have adopted it company-wide. Budget and resources are the top barriers to testing. The report concludes companies should start small with testing and focus on optimizing customer interactions to drive conversions.
Q4 Product Advertising Strategy for Retail Brand Manufacturers & SuppliersTinuiti
How retail brands and suppliers should approach the holiday shopping season on Amazon and with other big box retailers like Costco, Best Buy, and Walmart.
In CSO Insights’ latest 2013 sales performance optimization survey results, sales decision makers across industries shared their top objectives for the next 12 months. Watch replay for this live webcast featuring CSO Insights CEO, Barry Trailer, and Tim Davey, VP of Sales at SAP, to gain insights on key trends, benchmarks and steps for greater sales success.
Replay:
http://sales.ondemand.com/events/7-key-plays-sales-performance-optimization/
Customer Acquisition and Cross &UpSell in Banking- with MS CRMWim Geukens
This document discusses VeriPark's customer acquisition and cross-selling solutions for banks. It begins with an introduction to VeriPark and its services, then discusses a case study of implementing its CRM tools at ING Bank Turkey. It outlines various channels for cross-selling such as mobile apps, direct sales agents, events, and gamification. It provides examples of cross-selling campaigns using these channels like targeted messages for eligible products, converting purchases to loans, credit card activation offers, savings accounts for loan customers, and calls about account blocks.
Data technology experts from Pivotal give the latest perspective on how big data analytics and applications are transforming organizations across industries.
This event provides an opportunity to learn about new developments in the rapidly-changing world of big data and understand best practices in creating Internet of Things (IoT) applications.
Learn more about the Pivotal Big Data Roadshow: http://pivotal.io/big-data/data-roadshow
All you wanted to know about analytics in e commerce- amazon, ebay, flipkartAnju Gothwal
One stop solution to your search for Data Analytics practices being followed by various E-commerce giants like Amazon, Ebay, Flipkart, Snapdeal and also some of the suggested approaches.
This document outlines a 6-step marketing plan process that includes: 1) analyzing the situation through a SWOT analysis, 2) setting objectives, 3) developing a strategy, 4) allocating a budget across promotion, price, distribution and product, 5) creating an action plan with forecasts, and 6) establishing controls to monitor performance and make corrections.
Cross-Sell and Upsell Strategies in the ChanneleCoast
Laz Gonzalez from SiriusDecisions and Juliann Grant from eCoast Marketing discuss the key factors in implementing successful cross selling campaigns in the channel. Suppliers want to expand their footprint within their reseller client bases and capture new market share. Meeting growth targets from indirect channels can be challenging, since many resellers are not exclusive and represent multiple suppliers to best compete in the market.
Multi-Channel Marketing and Analytics: Measuring and Optimising Your Marketi...Datalicious
Christian Bartens delivered a presentation on Multi-Channel Marketing and Analytics: Measuring and Optimising Your Marketing Effectiveness to an enrapt audience at the Marcus Evans Path to Purchase conference in Shanghai.
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North AmericaMarketingProfs
This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember. Dive in, and enjoy!
The best résumé you have ever seen - CurriculumManuel Lopez
Manuel López is a 25-year-old Mexican national currently located in Guadalajara, Jalisco. He has worked as the Market Research Coordinator for ZF Services Mexico since 2008, reporting directly to the General Director. His responsibilities include market information systems, market share analysis, competitor profiling, GAP analysis, top of mind measurement, market studies, price research, and SWOT analysis. He has 10 years of experience in marketing and attended UNIVA University in Guadalajara for Marketing Management.
This document provides survival tips for publishers looking to offer creative services to clients. It discusses how the billing models for creative services have become more complex as new marketing disciplines have emerged. It recommends defining goals and metrics in a creative brief to help manage client expectations and projects. The document also discusses how publishers can set up an affordable marketing technology infrastructure using tools like The Marketing Manager, Zapier, and Google Analytics to help centralize data and show marketing ROI to clients without large budgets.
AutoSuccess addresses the specific, researched needs of new car and light truck dealerships by providing entrepreneurial, cutting-edge, solution-based editorials to increase dealership profits and reduce expenses
AutoSuccess, magazine, sales, new, used, selling, salespeople, vehicle, dealer, dealership, leadership, marketing
For similar content visit http://www.autosuccesssocial.com/
The document outlines an objectives and ROI model for analyzing marketing communications (marcom). It discusses tracking campaign performance, informing budgets, and determining marcom ROI. A survey found most marketers cannot calculate ROI for over half their spending due to a lack of data, measurement consistency, and expertise. The proposed model focuses on business vs. brand communications, and assesses demand, income flow vs. costs, and contribution margins with and without marcom spending.
- Multiplus reported strong growth in 3Q11 vs 3Q10 with net revenue up 93.8% and net income up 63.8%
- Gross billings grew 94.3% to R$439 million driven by increases in points sold to both TAM and banks/retail partners
- Cost of points redeemed grew at a faster rate than revenue, reducing gross margin by 14.6 percentage points
- Operating expenses fell as a percentage of revenue, helping operating income rise 46.1% though operating margin declined
- Hedge gains contributed to an 18.9% rise in pre-tax income and net income margin was 17%
This document contains a presentation by Best Buy Co., Inc. to the William Blair Growth Stock Conference on June 18, 2008. The presentation discusses Best Buy's history of revenue and earnings growth, fiscal year 2009 guidance, opportunities for international growth through new ventures and categories, and strategies for expanding in markets like Canada, China, and Europe through a new joint venture with Carphone Warehouse. The presentation outlines Best Buy's vision of achieving significant market share globally in the consumer electronics retail industry.
This document provides an update on TIM Participações S.A.'s relaunch plan following issues in 2008. It summarizes that TIM reversed declining trends by launching new commercial approaches, including segmented plans, a "chip only" business model, and exclusive handsets. This helped grow TIM's subscriber base and market share while self-financing relaunch costs through efficiency gains. Key achievements included improved brand awareness, customer satisfaction recovery, and confirming its position as the number 2 mobile operator in Brazil by quality metrics.
1) Marketing professionals and CMOs will face increased scrutiny and pressure to prove their accountability and deliver results in 2013, as the global economic outlook remains uncertain.
2) CMOs need to streamline marketing operations, make budgets work harder, and justify spending to increase ROI, while also listening more to consumer feedback.
3) To regain control, CMOs should establish a framework to focus efforts internally and with agencies, improve briefing processes, renegotiate media commitments if needed, and ensure agency incentives are aligned with business goals.
The document discusses Marketo's marketing strategies and revenue cycle. It shows that Marketo has experienced explosive growth in customers and revenue since 2008. It describes Marketo's focus on inbound, content, and social marketing strategies to help leads find the company rather than spending on outbound tactics. The document outlines Marketo's revenue cycle from awareness to customer, and how marketing automation enables scaling demand generation programs.
This document provides an overview of a two-day course on mergers, acquisitions, and divestitures organized in cooperation with Eureka Financial Ltd. The course aims to help participants identify key value drivers in M&A deals, understand the M&A process and how to assess deals, quantify synergies, value companies using different methods, and integrate post-deal. The program includes case studies, group discussions, and sessions on deal drivers, the deal process, financial engineering, and synergies. An analysis of recent M&A activity in regions like the Middle East is also presented.
The survey found that the majority (53%) of companies spend 5% or less of their marketing budget on optimization activities like testing. Those spending over 25% on optimization saw conversion rates twice as high. However, testing is still not a priority for 49% of respondents and only 11% have adopted it company-wide. Budget and resources are the top barriers to testing. The report concludes companies should start small with testing and focus on optimizing customer interactions to drive conversions.
Q4 Product Advertising Strategy for Retail Brand Manufacturers & SuppliersTinuiti
How retail brands and suppliers should approach the holiday shopping season on Amazon and with other big box retailers like Costco, Best Buy, and Walmart.
In CSO Insights’ latest 2013 sales performance optimization survey results, sales decision makers across industries shared their top objectives for the next 12 months. Watch replay for this live webcast featuring CSO Insights CEO, Barry Trailer, and Tim Davey, VP of Sales at SAP, to gain insights on key trends, benchmarks and steps for greater sales success.
Replay:
http://sales.ondemand.com/events/7-key-plays-sales-performance-optimization/
Customer Acquisition and Cross &UpSell in Banking- with MS CRMWim Geukens
This document discusses VeriPark's customer acquisition and cross-selling solutions for banks. It begins with an introduction to VeriPark and its services, then discusses a case study of implementing its CRM tools at ING Bank Turkey. It outlines various channels for cross-selling such as mobile apps, direct sales agents, events, and gamification. It provides examples of cross-selling campaigns using these channels like targeted messages for eligible products, converting purchases to loans, credit card activation offers, savings accounts for loan customers, and calls about account blocks.
Data technology experts from Pivotal give the latest perspective on how big data analytics and applications are transforming organizations across industries.
This event provides an opportunity to learn about new developments in the rapidly-changing world of big data and understand best practices in creating Internet of Things (IoT) applications.
Learn more about the Pivotal Big Data Roadshow: http://pivotal.io/big-data/data-roadshow
All you wanted to know about analytics in e commerce- amazon, ebay, flipkartAnju Gothwal
One stop solution to your search for Data Analytics practices being followed by various E-commerce giants like Amazon, Ebay, Flipkart, Snapdeal and also some of the suggested approaches.
This document outlines a 6-step marketing plan process that includes: 1) analyzing the situation through a SWOT analysis, 2) setting objectives, 3) developing a strategy, 4) allocating a budget across promotion, price, distribution and product, 5) creating an action plan with forecasts, and 6) establishing controls to monitor performance and make corrections.
Cross-Sell and Upsell Strategies in the ChanneleCoast
Laz Gonzalez from SiriusDecisions and Juliann Grant from eCoast Marketing discuss the key factors in implementing successful cross selling campaigns in the channel. Suppliers want to expand their footprint within their reseller client bases and capture new market share. Meeting growth targets from indirect channels can be challenging, since many resellers are not exclusive and represent multiple suppliers to best compete in the market.
Multi-Channel Marketing and Analytics: Measuring and Optimising Your Marketi...Datalicious
Christian Bartens delivered a presentation on Multi-Channel Marketing and Analytics: Measuring and Optimising Your Marketing Effectiveness to an enrapt audience at the Marcus Evans Path to Purchase conference in Shanghai.
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North AmericaMarketingProfs
This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember. Dive in, and enjoy!
The best résumé you have ever seen - CurriculumManuel Lopez
Manuel López is a 25-year-old Mexican national currently located in Guadalajara, Jalisco. He has worked as the Market Research Coordinator for ZF Services Mexico since 2008, reporting directly to the General Director. His responsibilities include market information systems, market share analysis, competitor profiling, GAP analysis, top of mind measurement, market studies, price research, and SWOT analysis. He has 10 years of experience in marketing and attended UNIVA University in Guadalajara for Marketing Management.
This document provides survival tips for publishers looking to offer creative services to clients. It discusses how the billing models for creative services have become more complex as new marketing disciplines have emerged. It recommends defining goals and metrics in a creative brief to help manage client expectations and projects. The document also discusses how publishers can set up an affordable marketing technology infrastructure using tools like The Marketing Manager, Zapier, and Google Analytics to help centralize data and show marketing ROI to clients without large budgets.
AutoSuccess addresses the specific, researched needs of new car and light truck dealerships by providing entrepreneurial, cutting-edge, solution-based editorials to increase dealership profits and reduce expenses
AutoSuccess, magazine, sales, new, used, selling, salespeople, vehicle, dealer, dealership, leadership, marketing
For similar content visit http://www.autosuccesssocial.com/
Features major direct marketing and advertising trend with long term impact, details the 7 profit drivers for insurance direct marketing and explores Web 2.0 opportunities for direct marketers.
Notes Version: How Market Mix Modeling Can Impact Cross-Channel Budget and Bu...Vivastream
1) The document discusses how market mix modeling can help insurance companies better understand the impact of multi-channel marketing efforts by quantifying cross-channel effects and reducing cannibalization.
2) It describes challenges in attributing sales to specific marketing channels and measuring the true cost of acquisition across channels.
3) The solution involves using a market mix modeling framework to decompose total sales based on advertising and external factors, measure contributions from different channels, and improve attribution of previously unattributed sales.
Notes Version: How Market Mix Modeling Can Impact Cross-Channel Budget and Bu...Vivastream
1) The document discusses how market mix modeling can help insurance companies better understand the impact of multi-channel marketing efforts by quantifying cross-channel effects and accounting for sales attribution across channels.
2) It provides an overview of the challenges an insurance solutions company faces in accurately attributing sales to its various marketing channels like direct mail, television, and online.
3) The solution approach involves using market mix modeling frameworks to decompose total sales and map the contributions of different advertising vehicles and external factors, in order to calculate metrics like return on investment and cost per acquisition for each channel.
This document discusses affiliate marketing and provides tips for advertisers. It introduces the FairEtail performance marketing agency and explains that they use a full-service, no-cure no-pay model. It then describes the different players involved in affiliate marketing like advertisers, networks, affiliates, and consumers. Next, it outlines the ecosystem of affiliate marketing and the different perspectives of advertisers and affiliates. Finally, it provides 10 tips for better affiliate marketing performance, including focusing on top affiliates, clear communication, and considering outsourcing affiliate management and financial risk.
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.
The document is an operational plan for BuzzGain in 2009. It analyzes BuzzGain's target markets, including SMB PR agencies, social media consultants, marketing consultants, and SMB tech companies. It estimates BuzzGain's total addressable market at 239,000 potential customers generating $23.95 million in monthly revenue. The plan outlines BuzzGain's go-to-market strategy focusing on direct inside sales to midsize PR agencies and marketing consultants, and partnerships with resellers targeting SMB companies. Marketing tactics will include organic PR, content marketing, and SEO as well as funded partnerships and events.
This document discusses real-time analytics and attribution in marketing. It covers topics like marketing mix modeling and optimization to understand the impact of different marketing activities on sales. Marketing mix modeling helps allocate resources appropriately, understand which activities provide the best ROI, and evaluate different marketing spending plans. The document also discusses how the marketing landscape has become more fragmented with many new digital channels, and how marketing mix optimization can help address challenges around justifying budgets, measuring performance of spending, and optimizing across channels. Case studies show how marketing mix modeling has provided benefits like increased revenues and profits as well as savings from reducing ineffective activities.
Stephen Ulanoski presented concepts around using technology and data to drive business transformation. He discussed how analyzing location data, customer behaviors, and asset performance can provide insights to improve competitiveness. Ulanoski provided examples of how telematics and business intelligence solutions can optimize fleet routing, dispatching, and capacity planning to reduce costs and increase efficiency. The presentation emphasized translating data insights into strategic business value through partnerships that integrate analytics into customer operations.
This document provides an overview of marketing mix modeling. It explains that marketing mix modeling is an analytical approach that quantifies the sales effects of different marketing activities and calculates the financial return on marketing investments. The output is used to simulate the impacts of alternative marketing plans and forecast sales. It then discusses how marketing mix modeling can be used to determine optimal spending levels across different marketing channels, evaluate return on investment for different activities, and compare effectiveness of alternative marketing strategies.
This document provides an overview of marketing mix modeling. It explains that marketing mix modeling is an analytical approach that quantifies the sales effects of marketing activities and calculates the financial return on investment. The modeling process involves collecting data on sales, marketing activities, and other factors; specifying a model to relate these; and analyzing the results to determine things like how much should be spent on different marketing elements and which generate the best returns. The outputs can help optimize future marketing plans and forecast sales.
A Marketing Plan Outline from start to finish. In this presentation (Marketing 101 PowerPoint) you will learn how to create a marketing plan for any business. By Marketing by Justina 2012 www.marketingbyjustina.wordpress.com
John Kottcamp is the Chief Marketing Strategist at Ascentium, a digital marketing agency. He has over 20 years of experience in strategic marketing and has held executive roles at several large companies. Ascentium has over 600 employees, $80 million in annual revenue, and is focused on strategy, research, experience design, and measurement for its clients. Successful CMOs need to be strategic thinkers who are customer-oriented, results-focused, and able to create and manage change. However, CMOs face challenges like short job tenure and a lack of respect from other C-level executives. To be successful, CMOs must adopt a data-driven, customer-focused approach and ensure marketing efforts are measurable and aligned with
Learning More About Saa S Strategy TuneupAccenture
The document describes Montclair Advisors' SaaS Strategy Tune-up service. The tune-up provides an analysis of a company's SaaS business model and strategy, comparing it to competitors. It identifies challenges and opportunities to improve profitability, market share, and avoid mistakes. The process involves interviews, market analysis, and delivering actionable recommendations to help companies optimize their SaaS strategy.
This document describes the PitchThenPlan technique for quickly translating business ideas into business plans in three stages:
1. The Pitch: Create a 10 slide presentation that follows the 10/20/30 rule to frame the business idea. Get feedback on the pitch from others.
2. The Plan: Add 1-2 slides of research and details to support each pitch slide. Tell a coherent story of how the business will leverage trends and overcome challenges.
3. The Numbers: Conclude by reviewing each pitch slide and adding numerical details. Create 1-3 year financial projections based on the assumptions in the pitch and plan.
This slide deck will provide participants with a social media toolkit that helps drive businesses and brands forward.
• Use social insights to deliver business results
• Understand your brands social performance (Are you measuring the right things?)
• Best-in-Class cases demonstrating positive ROI for B2C and B2B companies
This document provides a matrix comparing various marketing automation vendors. It lists the company, target companies, offerings, highlights, notable customers, pricing, and year founded. Key details include that Aprimo targets large complex enterprises, Awebber and Constant Contact target small businesses, and Eloqua, ExactTarget, and HubSpot offer broader suites targeting a range of company sizes. Pricing ranges from low to high depending on the vendor and features.
In these days of brutal budget cuts, hard-won sales often come with a hefty price tag
attached. The cost of sale for a number of the top 100 financial technology companies
has escalated to up to 70% of all revenues and potentially well over 100% of new
revenues. E2W analyses the true impact of tighter budgets on traditional sales and
marketing strategies and asks how vendors can adapt their approach accordingly.
Similar to Measure Social Media Barbara Lewis Ss (20)
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Structural Design Process: Step-by-Step Guide for BuildingsChandresh Chudasama
The structural design process is explained: Follow our step-by-step guide to understand building design intricacies and ensure structural integrity. Learn how to build wonderful buildings with the help of our detailed information. Learn how to create structures with durability and reliability and also gain insights on ways of managing structures.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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1. Measure Social Media
Presented by Barbara Lewis
MarQuantAnalytics.com
On-line Business Community Forum
Sonoma, California
March 20, 2009
2. Problem:
Too Many Marketing Activities ~ $400b/year
Events
1922
1980s
1856
1941
1889
1673
What’s driving sales?
2
3. Problem: Too Many
Internet Marketing Activities ~ $25b/year
Mid ’90s Late ’90s
Mid 2000s
Early 2000s
Late
2000s
Banners
Clicks
Key words
Paid search
Social Media
Affiliates SEO
Email
What’s driving sales?
3
4. Social Media Makes Measurement Harder
Podcasts
RSS Feeds
YouTube
Web 2.0
LinkedIn
MySpace What’s the result
Wikis that impacts the
firm?
Blogs
Twitter
2-way
Facebook
Delicious
Digg
4
5. Now we can determine what’s working & what’s not
Econometrics
Results determine the
effectiveness of
We gather variables that could
marketing spend –
affect outcomes and analyze.
what’s working & what’s
wasted.
Optimization
Results provide optimal
We take results of econometric
budget across marketing
analysis and build optimization
activities for maximum
model.
performance.
Econometrics & optimizations have been used for decades with CPG
companies; in the past 10 years for other companies. MarQuant Analytics
has been doing econometrics & optimizations since 2003.
6. Broad range of data inputs can affect outcomes
TV Print DM Web
Housing starts
Unemployment
Gas prices
Acquisition External Factors
Outcome
variables can be
customer equity, Other
new or total New Customers Controllable
customers, Factors
profitability,
market share, Sales force #
unit sales, etc. ATMs/branches per capita 6
7. Marketing Other
Factors
Week 1
National
Local
2
X
X
Segments
Pr
Brand
od
Marketing Other u ct
s
Factors
3
X
X
Segments
Pr
od
Product
Marketing Other
4
u ct
s
Factors
5
Segments
Pr
od
Marketing Other u ct
s
Factors
6
Marketing
Other Factors
Segments
Pr
od
Marketing Other u ct
s
Factors
7….156
among variables over time
Segments
Pr
od
Marketing Other u ct
s
Factors
Segments
Segments
Pr
od
Marketing Other u ct
s
Factors
Weekly data over a three-year period is ideal.
Segments
Pr
od
Marketing Other u ct
s
Factors
Segments
Pr
od
u ct
s
7
Econometric analysis determines relationship
Variation is key
8. Econometric analysis produces equation that
explains objective (revenues in this case)
Equation
Monthly Revenues=Base Revenues x Television 0.100
x Radio0.031 x Web Display0.154 x Web Search0.111
x Print 0.091x Direct 0.122 Internal Factors j=1 External Factors
n m j
i
i=1
R2 indicates % of variance that is explained in prediction compared to actual.
8
9. Econometric results include elasticities that
indicate the lift for marketing variables
Marketing Expense Elasticity
The response parameters
(predictors) are expressed
1. Television 0.100
as elasticities.
2. Radio 0.020
For example, if the “TV
3. Web Display 0.154
spend” elasticity = 0.1 then
4. Web Search 0.111
that means that increasing
TV spend by 10% will yield a
5. Print 0.091
1% increase in revenue.
If Print spend increases 10%,
6. Direct Mail 0.122
revenue increases 0.9%.
Elasticities guide reallocation of marketing budget to
marketing activities that are generating the most lift.
11. Typical Social Media Metrics
Content Metrics
Relevance Metrics
Impact Metrics
11
12. Content Social Media Metrics
Description
Who is talking about you?
Who is talking about your industry?
What are they saying?
What
Examples:
Net Promoter score, Google Alerts, Cymfony, Radian6,
Buzz Metrics, Techrigy, Blogsearch, Technorati, Social
Media Platform Provider
12
13. Relevance Social Media Metrics
Description – relate your offer with customer interests*
Fundamental Metric Source Reveals
Influence Time on site Web Analytics Value of the opinion &
Bounce rate Google Analytics conversations of
Omniture & Web Trends interested purchasers
Engagement Pass Alongs Above+ Message interest level:
Comment to Post Ratio DoubleClick & Digg will customers forward
Diggs, Stumbles & bookmarks StumbleUpon referral
Podcast Listen & Views Del.icio.us
Loyalty Blog Post for Brand BlogPulse Context & intensity of
Recommendations Google Alerts blog posts
Tweeters Cymfony & Techrigy
Blogserch & Technorati
*Social Media Marketing – An Hour a Day by Dave Evans
13
14. Impact Social Media Metrics
Description – measure effectiveness*
Fundamental Metric Source Reveals
Audience Referrers Web Analytics To Whom your social
Demographics Google Analytics media campaign is
Omniture & Web Trends appealing
DoubleClick
Influence Time on site Above + Audience involvement
Loyalty Bounce rate Repeat Customers with message
Action Conversions Above + Number of desired
Reviews Reviews & Ratings outcome (products
Recommendations Platform purchased) e.g. Tweet
Tweets, etc. Net Promoter reference to purchase
*Social Media Marketing – An Hour a Day by Dave Evans
14
15. What are the Social Media Metrics?
Depends on Business Goal
Business Goal $ Metrics
Subscription Customer Lifetime Value $ Spend
Retention rate
Advertising $ Demographics
Number of visitors/members
Time on site – pay attention
Pass alongs
Users Cost reduction # problems solved by users
# problems /time tech support
Insight Solutions
Quality of solutions
Demographics
# & volume of conversation
Predictive analytics
15
16. Case Study – computer company
Market Response
Self Contained Data
Problem: Can we leverage social
media to generate $
Solution: Offer only social media
special promotion
Benefit: Generated $1 million in
revenue
Holistic Approach
Problem: Determine if social media is working
Solution: Analyze data (all marketing activities, external,
economic, etc.)
Benefit: Identify impact of social media on business goals
16
17. Recommendations
Tie social media objectives to business goals
Identify data that measure business goal achievement
Capture appropriate data
Analyze data
Monitor changes in input/output variables to
determine what’s working and what’s not working
Test various options
17
18. What’s Next?
Social Capital – value of connections among people in
social networks
Currently no measure for social capital
What metrics would define social capital?
Pilot program to determine social capital
measurement and relationship to business goals
Do you want to participate?
18
19. For More Information Contact:
Barbara Lewis
Tel: (310) 471-8979
BarbaraLewis@MarQuantAnalytics.com
499 North Canon Drive, 4 th Floor
Beverly Hills, CA 90210
www.marquantanalytics.com