our unit.our unit.. “ the big 2 questions:the big 2 questions: how much should i invest in...
TRANSCRIPT
Our unit.
“The Big 2 Questions:
How much should I invest in advertising?
How should I invest my budget optimally? ”
The 2 Approaches
Testing Modelling
The usual problem
It’s complicated!
Why you can’t see the advertising effect
How we work
And so on …
Pure Experience
The first workshop has initial results and seeks to evaluate first ROI impact hypothesis and look for possible information GAPs that available variables do not entirely explain, joining the best of the both Analytics & the Client vision to deeply understand how the category behaves
The final workshop has the final Model results and it seeks to fully integrate findings and Mediabrands Analytics vision with the expertise & client vision of their category into best marketing decisions.
Pre: Ideal Work Zone
Our Work Approach: Joining The Best of Two Worlds
• We do two client workshops. One pre and one post results, to strike the right balance between science & experience.
The Client
Post: Ideal “Taking-Advantage of Results” Decision Zone
Pure Science
• Normally from the client:– Sales/Search figures– Price– Promotion– Distribution– Brand Recall– Brand Health
• Normally from media agency:– Media plan– Buzz Data
• Normally from the Analytics team:– Weather data– Macroeconomic factors– Bank holidays– Other seasonality– Google Trends Search index (if necessary)
Minimum Raw Data Required
The data required may vary depending on the client business context and the KPI(s) modeled. For clients with a strong digital environment, metrics from their own media & earn media are most welcome for a better model. Every quality data that is highly associated with a particular phenomenon on the KPI is welcome.
We work ideally with weekly data from the 2 last years. With monthly data we require at least 3 to 4 years of historical data.
Measure and compare the sales ROI from different media and campaigns
Identify optimum weights of advertising by medium
Identify seasonality and optimum advertising timing
Identify an optimum media mix
Plan scenarios against sales impact within Matrix for Sales or CAT
Balance and optimise paid, owned and earned investment
Client benefits from sales modelling
We would expect to be able to improve the sales impact for a typical plan by a minimum of 5% and up to 25%.
Requirements for Sales Modelling are weekly data, at least two years, for sales and all other factors that impact sales. A project takes 6 to 8 weeks from data collection to an initial debrief. Core outputs are a full presentation debrief to the client (typically 70 slides) plus data load to Matrix for Sales and CAT + Interactive online Dashboard.
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For more than 3 years we have developed and updated a model that allows Coca Cola to do their annual marketing plans in terms of sales, brand recall and brand health indicators.
The client has increased sales up to 9% with 10% less media investment and it has been our best ambassador inside The Coca-Cola Company, which highlights the model as a marketing planning best practice for the Latin Center Unit and just acquired it for two more countries in Central America.
Case: The Coca Cola Model
Case: The Quilmes Model
Equity Modelling: we found the media contribution of Media to Brand Preference for Quilmes for each media. We plug the model into CAT/Matrix for sales so that we could optimize media investment & campaign flighting to maximize Brand Preference. We made also a digital zoom to identify the best tactic format mix to increase Brand Preference in younger audiences, leading to a net 3 points increase on that KPI.
One single source platform.Integrated. Multidevice.
Planet for your office. Two versions:
1Lite: Free. Hosted in tableau public servers, locally updated & managed, for xls/access databases with less than 1 million rows. You should know: External links/urls to tableau’s public servers are automatically hidden by the Planet platform, but data us hosted under tableau public servers. If your client wants this for free, this is the main condition that they should know.
2Full: hosted in our Latam server. Full security guaranteed. Unlimited data sources, unlimited storage capacity. Starting from 1100 USD (depending on the data amount).
How to get planet?
1Contact us.
2Define a local leader. Strong & fast database skills.
3Setup timings with the regional team for a Tableau training + the joint creation of a competitive report Dashboard.
4Local leader gets Planet admin rights and replicates the dashboard created for other clients with local CEO full support.
5Ask us for assistance (if needed). And repeat steps 3 & 4 for other local dashboards.
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planetlite.com
To take home:
