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 Brands have been relying too heavily on outdated, backward-looking marketing mix methods that leave money on the table.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.
Learn How a New Kind of Marketing Mix Modeling is Better for Media PlanningThinkVine
This presentation discusses the use of agent-based modeling and its proven advantages to media planners, including the abilities to create effective media plans based on consumer differences, accurately attribute results to media tactics, quantify long-term effects, and forecast sales and ROI results.
Message Mix Modeling - Leveraging Creative for Sales GrowthMasood Akhtar
Message Mix Modelling provides an extension to traditional media mix modelling. Here we attribute incremental sales and ROI to media channels, campaigns and messages.
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.
Learn How a New Kind of Marketing Mix Modeling is Better for Media PlanningThinkVine
This presentation discusses the use of agent-based modeling and its proven advantages to media planners, including the abilities to create effective media plans based on consumer differences, accurately attribute results to media tactics, quantify long-term effects, and forecast sales and ROI results.
Message Mix Modeling - Leveraging Creative for Sales GrowthMasood Akhtar
Message Mix Modelling provides an extension to traditional media mix modelling. Here we attribute incremental sales and ROI to media channels, campaigns and messages.
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.
The Smart Cube | Marketing Mix Modeling: An Old Remedy for New IllsMelissa Luongo
Authors:
Ankit Abraham Sinha, Senior Analyst
Sidharth Sreekumar, Assistant Manager
What is Marketing Mix Modeling (MMM)?
MMM is the use of statistical analysis to estimate and predict the impact and effectiveness of media channels, price changes, promotions, and external factors on the sales volumes of a company. This helps demystify the relationship between a company’s marketing spend and its bottom line.
Measuring the Effectiveness of Marketing Spend Using MMM
Increasing Marketing Spend
As global ad spending increases, it is imperative for companies to ensure that they get the best bang for their buck. In this scenario, the need to measure the impact of various marketing media on sales and deploy marketing funds efficiently is even greater.
The Need to Measure the Impact of Marketing
According to an April 2014 study by VisionEdge Marketing and ITSMA, 85% of marketers polled were of the opinion that the pressure to measure the value and contribution of marketing is increasing. In addition, a May 2014 study by Ifbyphone states that 60% of marketing executives report marketing metrics to their business leadership teams at least on a monthly basis. This highlights the increasing emphasis being laid by business leaders on the need for regular and more accurate measurement of marketing metrics that highlight the impact of marketing spend on business performance.
From Digital Attribution to Marketing Mix ModellingPetri Mertanen
MeasureCamp Amsterdam 2018. We are good when it comes to measuring advertising but should you also thing what kind of effect other marketing P's have on sales?
Modeling The Market Mix Modeling Problem (Media Mix Optimization)Amit Satsangi
Channel Attribution Modeling is not the best way to decide on Media Mix Optimization (Channel ROI). Here I present results by formulating the problem as a Marketing Mix using two models:
(a) Linear Regression Analysis
(b) Log-linear Multiplicative Model
Driving marketing performance in financial services is subject to unique considerations. Diverse set of distribution channels, complex customer segments, a need to balance branding and promotion, and multiple outcome measures impacting customer value are factors to consider.
Driving Marketing Efficiency In The Consumer Goods Business With Advanced Ana...Gina Shaw
"Information is the oil of the 21st century, and analytics is the combustion engine" – Gartner
A large percentage of marketing efforts in a consumer goods business has little to no impact on sales. One primary reason for low-yield marketing campaigns is the inability to leverage data. Success in the consumer goods industry largely depends on the speed and accuracy of decision-making.
This eBook will help you discover:
1. Challenges marketers face in in the consumer goods business
2. The current state of marketing analytics
3. The overview and importance of advanced analytics
4. Traditional analytics vs advanced analytics
5. Advanced analytics solutions use cases in the areas of
- Measuring marketing effectiveness
- Optimizing marketing and advertising spend
- Sales forecasting
- Product portfolio management
- Marketing mix modelling
6. Driving analytics adoption within your organization with AI
7. Case study: How a global CPG company reduced marketing spend by 5% with advanced analytics
8. How you can get started right away?
Econometrics for marketing
“Half my advertising spend is wasted; the trouble is, I don’t know which half.”
– John Wanamaker
“the long term is not simply the adding up of short terms.”
– Peter Drucker
“We want to enable Audience First Marketing; how do we measure its commercial impact?”
– Marketers with a customer-centric mindset
Marketing mix modeling | Econometrics brand valuation | Audience first marketing | Econometrics for marketing | Marketing measurement
The State and Impact of Content ConsistencyDemand Metric
The creation and dissemination of content is at the heart of the modern marketing organization’s work. Any digital marketing endeavor is fueled by content, and prospects who embark on a buying journey are most likely to first encounter a selling company through its content.
This report summarizes the results of a survey used to collect the study’s data, sharing the key findings and insights that came from the data analysis.
The case study describes how Symyx Technologies developed and executed an integrated go-to-market (GTM) strategy that grew revenue and bookings, penetrated new market segments, and increased brand equity for the Symyx Electronic Laboratory Notebook (ELN).
How An AI-Powered Trade Promotion Optimization Software Can Improve Consumer ...Gina Shaw
Artificial Intelligence (AI) will happen in both TPx and Retail Execution sooner than you probably think – Promotion Optimization Institute
According to Nielsen Holdings, 40% of Consumer Goods trade promotion spending doesn’t drive the desired results. Even though the trade promotions spend take up a lion’s share of the organizational revenue, traditionally manufacturers have always struggled in optimizing their promotion mix for the maximum bang for the buck.
With the advancements in AI technologies, it is now possible to powerfully harness data and run high-yield trade promotions.
What You Can Expect From The eBook?
1. Key Trade Promotion Optimization (TPO) challenges faced today
2. What is AI in the context of TPO?
3. How AI helps run profitable trade promotions?
4. What an AI-Powered analysis looks like?
5. Case-studies
6. How you can get started right away!
The State of the Sales & Marketing FunnelDemand Metric
The classic B2B sales and marketing funnel is a model that has served marketers well for decades. An entire ecosystem of job titles, roles, responsibilities and technologies now exists around the funnel. Funnel management has evolved as a science with precise measurements that marketers use to manage and optimize a set of complimentary tools, processes and relationships that have to work in harmony to pull things through the funnel. But whether marketers realize it or not, they’re no longer working with their grandfather’s funnel.
A sustained period of barely perceptible change with the funnel has taken most marketers to an unfamiliar place. Top of funnel performance in the not too distant past was often the worst. It was predictably unreliable, with a chronic shortage of leads to feed the more efficient, demanding and hungry sales process at the bottom. An expansive collection of tools, technologies and solutions has been directed at the funnel’s traditionally weak point – the top – to increase the inflowing leads from a trickle, to a stream to now in many cases, a deluge. While marketers welcome the lead flow, for most it simply moves the problem to another funnel location.
The reality for many marketers is they now have more people interacting with their content. There are ever greater numbers of things to follow-up on, to route, to track and to push through the funnel. Demand Metric, in partnership with MRP, has completed a study about the current state of the funnel. The “funnel flow” survey measured how well leads flow through the sales and marketing funnel. This report shares the data and analysis from this research effort, providing insights on how to optimize the flow of leads through the funnel.
The Smart Cube | Marketing Mix Modeling: An Old Remedy for New IllsMelissa Luongo
Authors:
Ankit Abraham Sinha, Senior Analyst
Sidharth Sreekumar, Assistant Manager
What is Marketing Mix Modeling (MMM)?
MMM is the use of statistical analysis to estimate and predict the impact and effectiveness of media channels, price changes, promotions, and external factors on the sales volumes of a company. This helps demystify the relationship between a company’s marketing spend and its bottom line.
Measuring the Effectiveness of Marketing Spend Using MMM
Increasing Marketing Spend
As global ad spending increases, it is imperative for companies to ensure that they get the best bang for their buck. In this scenario, the need to measure the impact of various marketing media on sales and deploy marketing funds efficiently is even greater.
The Need to Measure the Impact of Marketing
According to an April 2014 study by VisionEdge Marketing and ITSMA, 85% of marketers polled were of the opinion that the pressure to measure the value and contribution of marketing is increasing. In addition, a May 2014 study by Ifbyphone states that 60% of marketing executives report marketing metrics to their business leadership teams at least on a monthly basis. This highlights the increasing emphasis being laid by business leaders on the need for regular and more accurate measurement of marketing metrics that highlight the impact of marketing spend on business performance.
From Digital Attribution to Marketing Mix ModellingPetri Mertanen
MeasureCamp Amsterdam 2018. We are good when it comes to measuring advertising but should you also thing what kind of effect other marketing P's have on sales?
Modeling The Market Mix Modeling Problem (Media Mix Optimization)Amit Satsangi
Channel Attribution Modeling is not the best way to decide on Media Mix Optimization (Channel ROI). Here I present results by formulating the problem as a Marketing Mix using two models:
(a) Linear Regression Analysis
(b) Log-linear Multiplicative Model
Driving marketing performance in financial services is subject to unique considerations. Diverse set of distribution channels, complex customer segments, a need to balance branding and promotion, and multiple outcome measures impacting customer value are factors to consider.
Driving Marketing Efficiency In The Consumer Goods Business With Advanced Ana...Gina Shaw
"Information is the oil of the 21st century, and analytics is the combustion engine" – Gartner
A large percentage of marketing efforts in a consumer goods business has little to no impact on sales. One primary reason for low-yield marketing campaigns is the inability to leverage data. Success in the consumer goods industry largely depends on the speed and accuracy of decision-making.
This eBook will help you discover:
1. Challenges marketers face in in the consumer goods business
2. The current state of marketing analytics
3. The overview and importance of advanced analytics
4. Traditional analytics vs advanced analytics
5. Advanced analytics solutions use cases in the areas of
- Measuring marketing effectiveness
- Optimizing marketing and advertising spend
- Sales forecasting
- Product portfolio management
- Marketing mix modelling
6. Driving analytics adoption within your organization with AI
7. Case study: How a global CPG company reduced marketing spend by 5% with advanced analytics
8. How you can get started right away?
Econometrics for marketing
“Half my advertising spend is wasted; the trouble is, I don’t know which half.”
– John Wanamaker
“the long term is not simply the adding up of short terms.”
– Peter Drucker
“We want to enable Audience First Marketing; how do we measure its commercial impact?”
– Marketers with a customer-centric mindset
Marketing mix modeling | Econometrics brand valuation | Audience first marketing | Econometrics for marketing | Marketing measurement
The State and Impact of Content ConsistencyDemand Metric
The creation and dissemination of content is at the heart of the modern marketing organization’s work. Any digital marketing endeavor is fueled by content, and prospects who embark on a buying journey are most likely to first encounter a selling company through its content.
This report summarizes the results of a survey used to collect the study’s data, sharing the key findings and insights that came from the data analysis.
The case study describes how Symyx Technologies developed and executed an integrated go-to-market (GTM) strategy that grew revenue and bookings, penetrated new market segments, and increased brand equity for the Symyx Electronic Laboratory Notebook (ELN).
How An AI-Powered Trade Promotion Optimization Software Can Improve Consumer ...Gina Shaw
Artificial Intelligence (AI) will happen in both TPx and Retail Execution sooner than you probably think – Promotion Optimization Institute
According to Nielsen Holdings, 40% of Consumer Goods trade promotion spending doesn’t drive the desired results. Even though the trade promotions spend take up a lion’s share of the organizational revenue, traditionally manufacturers have always struggled in optimizing their promotion mix for the maximum bang for the buck.
With the advancements in AI technologies, it is now possible to powerfully harness data and run high-yield trade promotions.
What You Can Expect From The eBook?
1. Key Trade Promotion Optimization (TPO) challenges faced today
2. What is AI in the context of TPO?
3. How AI helps run profitable trade promotions?
4. What an AI-Powered analysis looks like?
5. Case-studies
6. How you can get started right away!
The State of the Sales & Marketing FunnelDemand Metric
The classic B2B sales and marketing funnel is a model that has served marketers well for decades. An entire ecosystem of job titles, roles, responsibilities and technologies now exists around the funnel. Funnel management has evolved as a science with precise measurements that marketers use to manage and optimize a set of complimentary tools, processes and relationships that have to work in harmony to pull things through the funnel. But whether marketers realize it or not, they’re no longer working with their grandfather’s funnel.
A sustained period of barely perceptible change with the funnel has taken most marketers to an unfamiliar place. Top of funnel performance in the not too distant past was often the worst. It was predictably unreliable, with a chronic shortage of leads to feed the more efficient, demanding and hungry sales process at the bottom. An expansive collection of tools, technologies and solutions has been directed at the funnel’s traditionally weak point – the top – to increase the inflowing leads from a trickle, to a stream to now in many cases, a deluge. While marketers welcome the lead flow, for most it simply moves the problem to another funnel location.
The reality for many marketers is they now have more people interacting with their content. There are ever greater numbers of things to follow-up on, to route, to track and to push through the funnel. Demand Metric, in partnership with MRP, has completed a study about the current state of the funnel. The “funnel flow” survey measured how well leads flow through the sales and marketing funnel. This report shares the data and analysis from this research effort, providing insights on how to optimize the flow of leads through the funnel.
A brief literature review and roadmap through agent-based models of financial markets. Laying out the key decisions agent based model builders need to make and some of the empirical results from recent models investigating the effect of short-selling bans, leverage etc.
Agent-based modeling is a technique used to explore both complexity and emergence by simulating individual actors and their actions within a system. Think of systems such as the traffic in a city, or like those in financial markets where one actor can have an effect on the decisions of others until the system’s direction changes its course. In this talk, you will learn about ABMs in Python.
Each month, join us as we highlight and discuss hot topics ranging from the future of higher education to wearable technology, best productivity hacks and secrets to hiring top talent. Upload your SlideShares, and share your expertise with the world!
Not sure what to share on SlideShare?
SlideShares that inform, inspire and educate attract the most views. Beyond that, ideas for what you can upload are limitless. We’ve selected a few popular examples to get your creative juices flowing.
Industry 4.0: Technology Insights for Channel Program OptimizationSeth Jacobsen
The concept of Industry 4.0 – also known as the fourth industrial revolution – is mostly rooted in data, analytics, autonomous learning, and the Internet of Things. The impact of smart technology, however, is not limited to the supply chain and manufacturing operations. Opportunities to innovate exist in the sales and distribution channel as well. Of course, the ultimate goal is to reduce costs, increase productivity and market share, and drive revenue growth.
A Crash Course, Understand Metrics vs. analytics. find the right metrics for you. Measure full funnel impact. B2B marketers are being held to new levels of accountability in this data-driven and buyer-empowered era.
More and more, brands are realizing the power of integrating tactics like events and digital campaigns into a larger effort to build the long-term relationships with their customers that help them reach their overall marketing goals.
However, budget, influenced by emotion, is all too often the primary factor in deciding how and when to employ these valuable marketing assets.
Enter portfolio planning: a strategic approach that allows companies to make informed decisions on the right number, type, frequency, and cadence of tactics needed to generate an optimal experiential marketing mix. In essence, “brand experience media planning”.
In the latest Jack POV, learn the 6 principles of portfolio planning and how you can incorporate a strategic approach to better engage your customers.
As always, let me know if you’d like to learn more about how brand experience media planning can help your business.
Find out more at jackmorton.com.
At Advertising Week 2009, the 360 Media and Marketing Council of the Advertising Research Foundation presents "New Directions in Marketing Simulation Scenario Planning, Communications, Planning and Targeting."
Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal.
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.
Optimizing marketing spend - How offliners can act like onlinersDaniel Zörnig, LL.M.
Over 60% of marketing managers in retail allocate their marketing spend based on gut feeling and too little based on insights! With our innovative, big data driven approach, stationary retailers can now measure and steer their marketing's profit impact a lot more like onliners. Want to learn more?
Predictive Analytics: How This Revolutionary Technology for Strategic Marketi...Media Needle
An advanced software solution using agent based modeling to recreate a virtual marketplace with your target markets networked behavior patterns. All touch points in the entire consumer journey are connected and include key dynamics such as brand sentiment, word-of-mouth, social media, online and offline channels. Vet your ROI on every strategic move your brand makes before doing anything and use this as unfair advantage against your competition.
Media Needle's strategy simulation platform enables brands to accurately forecast performance of advertising campaigns and key business decisions. Delivering a better understanding of the risks and outcomes these simulations enable brands to develop a more accountable and refined marketing strategy.
Today’s buyers control the buying process far more than today’s vendors control the selling process — a phenomenon that affects both business-to-business and business-to-consumer marketers. Buyers seek the information they want online, on the Web and in social channels, as well as in that persistent nondigital venue commonly known as the real world. Today’s buyers are demanding. They expect sellers to know where they’ve been, what they’ve seen, what they’ve accepted or rejected — whether that behavior happened on their tablet, via their smartphone, or at the local branch office. Frankly, today’s marketers are struggling to keep up.
2017 digital engagement webinar marketing360 - gelb consultingEndeavor Management
This presentation highlights things every healthcare marketer should know about how to measure healthcare marketing ROI, how to design a healthcare marketing dashboard the right way, and what’s possible in today’s digital age.
How to Align Demand Gen and Inside Sales (to Close More Deals)Sales Hacker
What You'll Learn:
- RingCentral success path to revenue
- High impact buying signals, lead routing and outreach cadences
- Importance of data accuracy and optimization
- Benchmark metrics for entire sales funnel
Great article by McKinsey in 2022
The pandemic has converted B2B buyers to e-commerce in a big way. B2B sellers need new capabilities to meet their new expectations.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Top 20 Reasons Why Agent-based Modeling is Disrupting Marketing Mix
1. S
IS
WHY
THI
ling
is
d
Mode
nt-‐base
Age
ng
Mix
Marke8
T
NOW
RIGH
2.
Marke8ng
Mix
Modeling
is
a
specialized
use
of
data
and
advanced
analy8cs
to
analyze,
forecast
and
op8mize
marke8ng
performance
3. Some
Business
Ques8ons
Marke8ng
Mix
Answers
How
much
should
we
invest
in
marke8ng?
Which
tac8cs
worked
well?
Which
didn’t?
What
mix
maximizes
sales?
What
about
marke8ng
ROI?
What
results
can
we
expect
from
each
marke8ng
plan?
4. MARKETERS NEED HELP NOW
• Today’s
marketplace
is
more
complex
and
more
compe44ve
in
every
way
• Consumers
are
in
charge
• There
are
many
tac4cs
marketers
could
try
• The
rate
of
change
is
accelera4ng
• The
C-‐suite
is
demanding
accountability
• Data
is
everywhere,
but
people
need
more
than
just
data
to
make
good
decisions
5. 5%
8
ing line item
of market
not optimal
udgets are
b
Vine)
study
by
Think
2013
(according
to
a
6. MIX HAS BEEN DONE VIA REGRESSION
• Regression
finds
an
equa4on
that
describes
the
historical
rela4onship
between
marke4ng
spending
and
sales
• It
forecasts
by
extending
that
historical
rela4onship
forward
So, regression works best when
the future is just like the past
7. SOME “ISSUES” WITH REGRESSION
• Because
regression
is
“top-‐down”
it
does
not
provide
the
granular,
ac4onable
informa4on
marketers
crave
• Few
regression
models
deliver
info
about
how
marke4ng
affects
consumer
groups
to
enables
targe4ng
and
tuning
• None
provide
info
for
tac4cs
you
haven’t
already
tried
• Especially
when
things
are
changing
rapidly,
the
half-‐life
of
forecast
accuracy
can
be
short
• Responses,
updates
and
changes
oSen
take
a
long
4me
• Very
sophis4cated
types
of
regression
do
address
some
of
the
known
issues,
but
no
one
type
addresses
them
all
9. WHAT IS
Agent-based Modeling?
A
proven
way
of
combining
data,
business
rules
and
analy4cs
to
re-‐create,
gain
insight
into,
and
predict
complex
phenomena
by
simula4ng
the
behavior
and
interac4ons
of
“agents.”
10. IN MARKETING MIX…
• The “complex phenomena”
is how consumers respond
to marketing, including
buying (or not buying) products
• Each “agent” represents
a person or a household
11. In
some
ways
agent-‐based
modeling
and
regression
are
similar.
Each…
Has
the
same
goal
Starts
with
data
about
Provides
insight
about
historical
marke8ng
ac8vity
and
past
marke8ng
ac8vity
sales
results,
and
can
use
data
about
pricing
and
distribu8on
Tunes
the
model
using
data
and
diagnos8c
tests
Can
incorporate
external
factors
like
the
weather
or
the
economy
12. Each
company’s
agent-‐based
model
is
different
Each
uses
different
data,
includes
different
marke4ng
science,
does
different
calcula4ons,
etc.
The
differences
maVer
both
in
terms
of
the
results
you
get
and
how
easy
it
is
to
get
them
For the rest of this deck, we’ll look at
the reasons why top marketers choose
ThinkVine’s agent-based solution
13. arketplace
Model the m
All
the
ac)on
takes
place
in
the
marketplace
ThinkVine
creates
a
simulated
marketplace
that
accurately
mirrors
your
real-‐world
marketplace.
It
includes
consumers,
your
compe44on,
external
factors,
distribu4on
channels
and
more.
14. objectives
Achieve your
Most
marketers
want
to
know
what
budget
they
need
and
how
to
use
it
to
meet
sales
goals
ThinkVine’s
solu4on
provides
you
with
that
informa4on
and
can
help
you
know
what
to
do
to
achieve
other
objec4ves,
such
as
leads,
new
customers,
and
life4me
value.
15. consumers
Focus on
Marke)ng
is
about
reaching
and
engaging
consumers
You
get
the
best
results
because
ThinkVine
models
consumer
behavior
using
data
about
who
consumers
are,
how
they
are
exposed
and
respond
to
marke4ng,
and
how
they
purchase.
16. l marketing
Include al
Marketers
know
that
consumers’
path-‐to-‐purchase
is
a
winding
road
You
see
the
big
picture
across
all
on-‐
and
off-‐line
marke4ng,
not
just
media,
and
understand
the
effects
of
pricing,
distribu4on
channels,
trade
promo4ons,
compe44on
and
more.
17. consumers
t and engage
Targe
The
many
differences
among
consumers
ma=er
ThinkVine
makes
it
easy
for
you
to
effec4vely
target
and
efficiently
reach
consumers
by
providing
ac4onable
informa4on
about
them,
what
they
respond
to,
and
how
they
buy.
18. Look ahead
Historical
insight
is
a
good
thing,
but
you
can
only
change
the
future
ThinkVine
enables
you
to
understand
what
has
happened
and,
more
importantly,
what
is
likely
to
happen
by
simula4ng
the
effects
of
marke4ng
on
consumers.
19. rketing ROI
Quantify ma
Measuring
ROI
is
the
key
to
accountability
You
can
confidently
answer
the
tough
ques4ons
with
objec4ve
info
about
ROI
within
a
budget
year,
long-‐term
ROI
and
marginal
ROI
by
tac4c,
group
and
channel.
20. anular info
Get gr
Target
consumers,
create
campaigns
and
buy
media
by
consumer
group
ThinkVine’s
“boVom
up”
approach
from
consumer
behavior
gives
you
ac4onable,
mul4-‐dimensional
info
by
demographic,
marke4ng
type,
product,
geography,
4ming,
etc.
21. ile marketers
Be ag
Marke)ng
is
moving
relentlessly
towards
real-‐)me.
Is
your
planning?
Succeed
in
a
fast-‐moving
world
where
compe44on
and
pressure
for
results
have
shrunk
decision
cycles
by
using
ThinkVine’s
analysis,
targe4ng,
planning
and
forecas4ng
solu4on
22. hat If?”
Ask “W
You’ve
got
an
idea.
Or,
your
agency
does.
How
well
will
it
work?
ThinkVine’s
solu4on
enables
any
marketer
at
any4me
to
quickly
do
“What
if”
analysis
of
ideas
and
see
mul4-‐dimensional
informa4on
about
the
likely
results.
23. attribution
oss-channel
t accurate cr
Ge
Cross-‐channel
campaigns
reach
consumers
wherever
they
are,
whatever
they
are
doing
Discover
how
each
on-‐
and
off-‐line
marke4ng
tac4c
contributes
to
your
sales
results
with
an
integrated
approach
that
provides
accurate
aVribu4on
overall
and
by
consumer
group.
24. ects next year
’s marketing aff
r
nd how this yea
Understa
Marke)ng
that
builds
the
brand
and/or
occurs
late
in
the
year
sets
the
stage
for
be=er
results
the
following
year.
Other
tac4cs
may
drive
current
year
sales
at
the
expense
of
next
year’s.
ThinkVine
quan4fies
the
trade-‐offs.
25. ptimization
sy-button” o
Do “ea
Some)mes
you’re
in
a
hurry
and
just
want
the
data
to
give
you
the
answer
ThinkVine’s
exclusive
“SmartMix”
gives
you
fast
answers
about
the
budget
needed
to
meet
a
goal,
or
the
mix
that
drives
the
most
sales
or
the
highest
ROI.
26. and rollouts
o-you tactics
ulate new-t
Sim
You’re
thinking
of
trying
something
new.
Is
it
likely
to
work
well?
To
scale?
You
can
make
smarter
decisions
faster
because
each
marketplace
includes
consumers
who
respond
to
various
tac4cs,
not
just
the
tac4cs
you’ve
already
tried.
27. ect over time
rketing’s eff
Discover ma
People’s
preferences
and
decisions
are
based
on
what
happened
before
and
today
You
will
understand
the
cumula4ve
effect
of
marke4ng
and
how
4ming
affects
your
results
with
ThinkVine’s
consumer-‐focused,
4me-‐based
approach.
28. t research
er & marke
erage consum
Lev
Don’t
let
valuable
consumer
and
market
research
sit
in
a
binder
on
a
shelf
ThinkVine
builds
your
research
about
consumer
behavior
and
preferences
into
your
marketplace,
including
it
in
every
simula4on
and
informing
every
forecast.
29. ces change
how preferen
Understand
As
great
as
your
marke)ng
is,
people
will
forget
about
it
over
)me
ThinkVine
paints
a
more
realis4c
picture
than
regression
can
by
using
data
to
quan4fy
how
people’s
brand
preferences
are
affected
when
you
“go
dark”
and
by
compe4tor’s
marke4ng.
30. antify the
Qu
e of media
ng-term valu
lo
Some
tac)cs,
like
adver)sing,
strengthen
brands
and
build
awareness,
but
don’t
always
lead
directly
to
sales.
You
can
make
smart
trade-‐offs
because
ThinkVine
uses
your
data
to
quan4fy
the
long-‐term
value
of
each
tac4c.
31. aboratively
Work coll
Marke)ng
op)miza)on
is
an
itera)ve,
collabora)ve
process
ThinkVine’s
soSware
makes
it
easy
for
your
staff
(and
agencies)
to
work
together,
includes
role-‐based
security
and
facilitates
fast
prepara4on
of
presenta4ons.
32. same page
yone on the
ver
et and keep e
G
De-‐hassle
marke)ng
planning
and
preserve
organiza)onal
knowledge
ThinkVine
ensures
key
parameters
are
consistent
across
forecasts;
automa4cally
documents
assump4ons;
and
saves
plans,
ideas,
forecasts,
results,
and
even
guidance
in
one
place.
33. DO YOU WANT TO IMPROVE RESULTS?
• ThinkVine’s
marke4ng
mix
op4miza4on
solu4on
combines
agent-‐based
modeling
and
expert
guidance
so
you
can
achieve
your
goals
• Now,
leading
B2C
marketers
in
many
industries
are
improving
their
results
by
using
ThinkVine’s
solu4on
to
analyze,
forecast
and
op4mize
their
marke4ng
• To
learn
how
ThinkVine
can
help
you
now…
Call
(513)
842-‐5900
or
visit
www.ThinkVine.com
34. You May Also Be Interested In
• Agent-‐based
Modeling:
A
Breakthrough
Approach
to
Marke4ng
Mix
Op4miza4on
hVp://thinkvine.com/s/1410
• An
Overview
of
ThinkVine’s
Agent-‐based
Modeling
hVp://thinkvine.com/s/1419
• Using
Consumer
Behavior
Research
to
Power
Marke4ng
Mix
Op4miza4on
Webinar
hVp://thinkvine.com/s/1417
• Trendy
Fashion
Retailer
Uses
ThinkVine
to
Find
the
Best
Mix
and
Timing
of
Offline
and
Online
Tac4cs
to
Drive
Sales
hVp://thinkvine.com/s/1415