Bottom-Line Analytics is a marketing optimization consulting firm that uses mathematical modeling to maximize ROI from clients' marketing budgets. They have over 100 years of combined experience in over 35 countries. Their modeling identifies the most effective marketing channels and messages to increase sales 4-8% without increasing budgets. Clients receive recommendations on optimal spend allocation across channels with the highest ROI.
Wellness & Consumer Driven Health Careguest00dbec2
Learn from what over 12,000 other businesses are doing across the U.S. with Wellness and Consumer Driven Health Plans as a business strategy. How does your plan compare?
Presentation On Sustaining A Healthy Enterprise During Turbulent TimesSCyboran
The challenging economy has resulted in doubling of the unemployment rate, 50% drop in the financial markets, doubling of the home foreclosures and personal bankruptcies. This is certainly affecting a significant portion of the workforce and making it not only difficult for them to focus on their work, but the stress is deteriorating their health. Sustaining a healthy enterprise during turbulent
Demystifying Flexible Staffing's Role in Today's Labor Market & EconomyBeeline
Andrew Steinerman, JP Morgan
Business & Education Services
Mr. Steinerman explored how flexible labor is a concurrent indicator of the economy and a leading read on labor. According to Mr. Steinerman's research and relative to past recoveries, flexible labor has seen a faster lift off the bottom in the current cycle, as companies have recognized the value of labor flexibility in the uncertain economic environment following the great recession.
This compelling look into the economies of scale for flexible labor also showed how:
The professional segment drives flexible staffing growth and profitability
Flexible staffing is still a secular growth industry
Global trends in flexible staffing penetration
Wellness & Consumer Driven Health Careguest00dbec2
Learn from what over 12,000 other businesses are doing across the U.S. with Wellness and Consumer Driven Health Plans as a business strategy. How does your plan compare?
Presentation On Sustaining A Healthy Enterprise During Turbulent TimesSCyboran
The challenging economy has resulted in doubling of the unemployment rate, 50% drop in the financial markets, doubling of the home foreclosures and personal bankruptcies. This is certainly affecting a significant portion of the workforce and making it not only difficult for them to focus on their work, but the stress is deteriorating their health. Sustaining a healthy enterprise during turbulent
Demystifying Flexible Staffing's Role in Today's Labor Market & EconomyBeeline
Andrew Steinerman, JP Morgan
Business & Education Services
Mr. Steinerman explored how flexible labor is a concurrent indicator of the economy and a leading read on labor. According to Mr. Steinerman's research and relative to past recoveries, flexible labor has seen a faster lift off the bottom in the current cycle, as companies have recognized the value of labor flexibility in the uncertain economic environment following the great recession.
This compelling look into the economies of scale for flexible labor also showed how:
The professional segment drives flexible staffing growth and profitability
Flexible staffing is still a secular growth industry
Global trends in flexible staffing penetration
Развитие финансового сектора Казахстана в посткризисный периодАО "Самрук-Казына"
Презентация к докладу заместителя председателя Национального банка Казахстана Данияра Акишева на казахстанско-американском инвестиционном форуме в Нью-Йорке 7 декаьря 2011 года.
Vancouver, BC – August 11, 2011. The British Columbia Real Estate Association (BCREA) reports that Multiple Listing Service® (MLS®) residential unit sales in the province rose 12.9 per cent to 6,533 units in July compared to the same month last year. The average MLS® residential price climbed 10 per cent to 540,877 last month compared to July 2010.
[Webinar] Predictive Marketing: Competitive Advantage for Today, Survival for...Mintigo1
To view the full webinar replay, visit:
http://www.mintigo.com/predictive-marketing-competitive-advantage-today-survival-tomorrow/
Description:
Not so long ago, predictive modeling was a luxury item: a sophisticated tool used by big companies to squeeze another five or ten percent improvement from selected marketing programs. Today, it is rapidly becoming something that every company needs to survive.
The change is being driven by the speed of business. Shifts that formerly took weeks, months, or years can now occur in days, hours, or minutes as news flashes through online channels and social networks and customers change their behaviors in response. New products, new competitors, new messages, new applications, new problems, and new media can appear overnight. Hints about them are all buried in the “big data” of social media, Web behaviors, customer transactions, and product use, but can only be uncovered through techniques that work with big data volumes at big data velocity.
In this webinar, marketing technology expert David Raab from Raab Associates discusses why the time for predictive marketing is now and then explores practical applications of predictive marketing for B2B.
Presentation Alliance of European Life Sciences Law Firms
(Julian Hitchcock and Sofie van der Meulen) on legal aspects of big data in pharma. Topics: privacy, IP, medical devices and IVD.
Predictive marketing: No PhD in statistics required!
How do you provide the right content to the right customer at the right time through the right channel? How can you make more confident decisions from your data and become forward looking without having to be a “quant”? Hear how you can simplify predictive marketing solutions and techniques to enhance data analysis and make more intelligent decisions based on statistical modelling.
Learn about:
Segmentation and customer response scoring.
Forecasting.
Attribution and media mix modelling.
This session is for interactive marketers and web and business analysts in all industries.
Level: Advanced
Speakers:
Bill Gassman, Research Director, Gartner
Katrine Kieldsen, Senior Consultant, Adobe
John Bates, Product Manager - Predictive Analytics, Adobe
Big Data and its Impact on Industry (Example of the Pharmaceutical Industry)Hellmuth Broda
While we bemoan the ever increasing data tsunami new technologies allow to harvest the gold nuggets in the hay stack.
Using the example of the Pharmaceutical Industry some of the possible business uses for Big Data Analitics are outlined.
Развитие финансового сектора Казахстана в посткризисный периодАО "Самрук-Казына"
Презентация к докладу заместителя председателя Национального банка Казахстана Данияра Акишева на казахстанско-американском инвестиционном форуме в Нью-Йорке 7 декаьря 2011 года.
Vancouver, BC – August 11, 2011. The British Columbia Real Estate Association (BCREA) reports that Multiple Listing Service® (MLS®) residential unit sales in the province rose 12.9 per cent to 6,533 units in July compared to the same month last year. The average MLS® residential price climbed 10 per cent to 540,877 last month compared to July 2010.
[Webinar] Predictive Marketing: Competitive Advantage for Today, Survival for...Mintigo1
To view the full webinar replay, visit:
http://www.mintigo.com/predictive-marketing-competitive-advantage-today-survival-tomorrow/
Description:
Not so long ago, predictive modeling was a luxury item: a sophisticated tool used by big companies to squeeze another five or ten percent improvement from selected marketing programs. Today, it is rapidly becoming something that every company needs to survive.
The change is being driven by the speed of business. Shifts that formerly took weeks, months, or years can now occur in days, hours, or minutes as news flashes through online channels and social networks and customers change their behaviors in response. New products, new competitors, new messages, new applications, new problems, and new media can appear overnight. Hints about them are all buried in the “big data” of social media, Web behaviors, customer transactions, and product use, but can only be uncovered through techniques that work with big data volumes at big data velocity.
In this webinar, marketing technology expert David Raab from Raab Associates discusses why the time for predictive marketing is now and then explores practical applications of predictive marketing for B2B.
Presentation Alliance of European Life Sciences Law Firms
(Julian Hitchcock and Sofie van der Meulen) on legal aspects of big data in pharma. Topics: privacy, IP, medical devices and IVD.
Predictive marketing: No PhD in statistics required!
How do you provide the right content to the right customer at the right time through the right channel? How can you make more confident decisions from your data and become forward looking without having to be a “quant”? Hear how you can simplify predictive marketing solutions and techniques to enhance data analysis and make more intelligent decisions based on statistical modelling.
Learn about:
Segmentation and customer response scoring.
Forecasting.
Attribution and media mix modelling.
This session is for interactive marketers and web and business analysts in all industries.
Level: Advanced
Speakers:
Bill Gassman, Research Director, Gartner
Katrine Kieldsen, Senior Consultant, Adobe
John Bates, Product Manager - Predictive Analytics, Adobe
Big Data and its Impact on Industry (Example of the Pharmaceutical Industry)Hellmuth Broda
While we bemoan the ever increasing data tsunami new technologies allow to harvest the gold nuggets in the hay stack.
Using the example of the Pharmaceutical Industry some of the possible business uses for Big Data Analitics are outlined.
Ensuring Profitable ROI in Pharma Marketing (mini)Eularis
The Pharmaceutical environment is turbulent and, as a result, what used to work to create industry-wide growth of 20% no longer does. The profit generated from brands is in decline as market growth slows in the major Pharmaceutical markets and this inevitably leads to marketing budget cuts.
The only way for a brand to grow effectively - and cost-effectively - is to improve the bottom line effectiveness of each marketing spend. Pharmaceutical marketers are under even more pressure to get more ‘bang for their buck’ from their marketing spend and be able to justify it.
This in-depth report answers the questions that Pharmaceutical marketing directors are asking:
* How do we successfully measure our individual marketing activities’ bottom line return, and prove it to the CFO?
* How do we prove exactly which marketing components are really growing our bottom line
* How do we know what aspects need to be changed, and how, to grow the bottom line by a specific amount
This report explains the different methods being used such as ROI, promotional response models, econometrics and predictive algorithms and the pros and cons of the different approaches.
There are step-by-step guidelines on successfully implementing these approaches for real and measurable results and numerous case studies of actual Pharma brands who have successfully navigated these waters. Consideration is given to what they did to measure and improve - and prove - bottom line return.
There are step-by-step guidelines on successfully implementing these approaches for real and measurable results and numerous case studies of actual Pharma brands who have successfully navigated these waters. Consideration is given to what they did to measure and improve - and prove - bottom line return.
The report will help Pharmaceutical marketers navigate and understand marketing analytics and develop skills to harness competitive advantage.
This report will focus on:
* The practical skills every marketer needs for measuring the effectiveness of their marketing
* Which tools and best practices really make a difference
* The measurement principles that drive successful marketing measurement
* How to propel strategy, growth, and bottom line return
* Case studies in measurement of sales force return, eDetailing return, compliance/adherence programs, CME speaker programs, advertising campaigns, PR campaigns, CRM implementation return, and much more
* Key points of relevance in these case studies
* New ideas you can apply to your area of marketing responsibility – be it sales force, advertising, eDetailing, CME, CRM, PR or any other related field.
Multi Channel Attribution - Driving Marketing Spend Planning In The Big Data AgeAbsolutdata Analytics
This presentation was given by Eli Kling, Director - Analytics, AbsolutData at The Business Analytics Conference, AmsterDam, October 2013.
AbsolutData is a global leader in applying analytics to drive sales and increase profits for its customers. AbsolutData has built strong expertise and traction with Fortune 1000 companies across 40 countries. We specialize in big data, high end business analytics, predictive modeling, research, reporting, social media analytics and data management services. AbsolutData delivers world class analytics solutions by combining their expertise in industry domains, analytical techniques and sophisticated tools
Wellness & Consumer Driven Health Careguest00dbec2
See how oer 12,000 other businesses across the U.S. areusng Wellness & Consumer Driven Health Plans as an effective business strategy. How does your company compare?
Post Crisis Financing Options for the Payday IndustryDecosimoCPAs
Presentation from the 2010 CFSA Conference made by Decosimo's Mike Costello on post crisis financing options for businesses in the payday advance industry.
What is the anatomy of an entrepreneur? Our CEO, Fermín Ezquer, summarizes the characteristics of these individuals structured in three blocks:
- The three musts
- Drawing a business plan
- Funding
Angel Investing And Start Up Fundraising PowerPoint Presentation SlidesSlideTeam
Turn angel investors into stakeholders with the visually-enticing and comprehensive layout of Angel Investing And Start Up Fundraising Powerpoint Presentation Slides. Concisely-designed venture capital funding PPT theme helps in delivering a crisp elevator pitch free of all the unnecessary details. Using seed funding PowerPoint slideshow, brief the investors about the business problems and the solutions offered by your product. Elaborate on the product benefits to customers, and present a product roadmap by the means of business fundraising PPT template. Communicate the milestone achieved by your organization and represent the product potential by explaining business traction using startup fundraising PowerPoint themes. This equity financing PPT slideshow helps you highlight core aspects like the business model, revenue streams, go-to-market strategy, and product comparison. Our business investment PowerPoint template also covers financing fundamentals like the use of funds, shareholding pattern, break-even analysis, and exit strategy. Download this angel investment PPT presentation and present a compelling pitch deck to grip potential investors. https://bit.ly/3kWZW2I
Solar Panel Business Plan Example | upmetricsECorp
The Solar Panel Business Plan outlines a comprehensive strategy for establishing and operating a sustainable solar energy business. It includes market analysis, financial projections, and operational details to attract investors and guide the successful development, installation, and maintenance of solar panels. The plan emphasizes environmental impact, cost-effectiveness, and scalability, positioning the business to capitalize on the growing demand for renewable energy solutions in a competitive market.
"You can download this product from SlideTeam.net"
To regulate your employee’s payment and benefit structure efficiently, utilize our compensation strategy PowerPoint presentation slides which will help you in describing the importance of compensation strategy for the business prosperity. You can use this PPT design to build an effective strategy which will provide number of benefits for the business like motivating your current employees and attract the potential talents to join your business, help your business allocate its budget efficiently to improve its productively at less cost and more. Use this compensation strategy PowerPoint design as an effective management tool for business to monitor the performance of your business employees as it will works as an effective performance management system for your business structure also. Hence download now and start initializing this PowerPoint slide so that to improve the prosperity of your business by enhancing your knowledge or proficiency as well. Keep the enthusiasm going for your thoughts. Our Compensation Strategy Powerpoint Presentation Slides will not let it ebb. https://bit.ly/3o3gAB9
To regulate your employee’s payment and benefit structure efficiently, utilize our compensation strategy PowerPoint presentation slides which will help you in describing the importance of compensation strategy for the business prosperity. You can use this PPT design to build an effective strategy which will provide number of benefits for the business like motivating your current employees and attract the potential talents to join your business, help your business allocate its budget efficiently to improve its productively at less cost and more. Use this compensation strategy PowerPoint design as an effective management tool for business to monitor the performance of your business employees as it will works as an effective performance management system for your business structure also. Hence download now and start initializing this PowerPoint slide so that to improve the prosperity of your business by enhancing your knowledge or proficiency as well. Keep the enthusiasm going for your thoughts. Our Compensation Strategy Powerpoint Presentation Slides will not let it ebb.
Pitching Investors PowerPoint Presentation Slides empowers your business idea with a gripping, professional, and convincing layout design. Nail your elevator pitch with the help of the stunning visuals and concise content of our stakeholder pitch deck PPT theme. Elaborate on the business problem and solution using the comprehensive capital fundraising PowerPoint slideshow. You can even present a compelling brief about your team. Showcase value proposition by discussing the benefits of your products and services by the means of equity financing PPT presentation. Elucidate the product roadmap based on features like new channels, and new integrations for each quarter through startup fundraising PowerPoint theme. Use investor pitch deck PPT slides to communicate business, revenue, and expense model in a visually-appealing manner to engross potential investors. Also, explain the growth and marketing strategy along with competitive analysis using this pitching for venture capital PowerPoint presentation. So, download this pitching angel investors PPT slideshow and illustrate the shareholding pattern, use of funds, exit strategy, and financial projections. https://bit.ly/2Qi88MO
Business Fundraising PowerPoint Presentation SlidesSlideTeam
Present your business idea in a visually stimulating manner with the help of Business Fundraising PowerPoint Presentation Slides. Land a convincing professional impression right from the time you deliver elevator pitch using this capital fundraising PPT theme. Take advantage of the sophisticated design of startup fundraising PowerPoint slideshow to highlight the business problem and the solution you bring. Convey stakeholders the value your product offers to potential customers using the expert layout of this business crowdfunding PPT presentation. Elucidate your vision and purpose of your product through a concise tabular format included in the VC fundraising PowerPoint theme. Back up your argument by illustrating important achievements or business milestones with the help of seed funding PPT slideshow. Elaborate on the success rate of your product by highlighting the business traction using the seed capital PowerPoint presentation. Cover all the pitch deck fundamentals like the use of funds, shareholding patterns, and exit strategy by downloading venture capital PPT template. https://bit.ly/3hc8a4Q
Earned Media Amplification - Personal Care BrandMasood Akhtar
Our social media measurement approach applied to a popular personal care brand. Here we assess the degree to which PAID media is AMPLIFIED by EARNED media conversations.
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.
GE Lifesciences - Social Listening for ScientistsMasood Akhtar
Here's a short case study on our unique approach to social media insights based on scientific commentary. Here we were able to size, scale and trend Themes and Topics related to 'Protein Purification'. Insights were (are still being) applied to a multitude of digital content platforms.
Social Listening for Scientists - BLA Case StudyMasood Akhtar
Excerpts in a custom social listening engagement with GE Life-sciences around Protein Purification. This uses our proprietary Language based approach to bring structure to a large body of scientific text data.
Modeling the Customer Journey insights using Structural Equation Modelling. This provides a battery of insights into the causal relationships that exist for Brand X's marketing eco-system.
Customer Journey Insights using Structural Equation Modelling_BLA GLOBAL 2014Masood Akhtar
This analysis sheds light into the connectedness of one brands' insight ecosystem. Using Structural Equation Modelling we have been able to provide a multitude of insights from; some of the causal relationships that exists, the transmission of offline and digital media to sales, the role of social display versus true social consumer engagement and salient concepts that can help steer content generation
Social Media VOC Measurement for AirlinesMasood Akhtar
Here's some snippets from a recent econometrics piece for an airline operator. The operator has struggled for a number of reasons (internal and external). Now wanted to show more accountability for it's marketing spend.
most pricing decisions are made at the SKU level, yet analysed at the brand level. BLA propitiatory modeling approach to optimising SKU level pricing allows for strategic decision making.
Monetising Fan Engagement from Sponsorships and Sports EventsMasood Akhtar
Using tagged media within predictive econometric models is no longer sufficient to monetise sponsorship campaigns. Our Semantic Engagement Index (SEI) decodes the fan engagement from conversations during live sports events. This helps to understand the sponsorship effectiveness is whole new light. Packaging the SEI into an econometrics approach helps to better account for sponsorship and steer future allocations.
2. About Us
Bottom-Line Analytics LLC is a consulting group focusing on marketing
optimization modeling.
Our modeling experts have a total of over 100 years of direct experience
with marketing optimization modeling. This includes direct experience in over
35 countries and dozens of product categories.
We are dedicated to the principles of innovation, excellence and
uncompromising customer service.
Most important, however, we are dedicated to getting tangible and positive
business results for our clients.
4. What is Marketing Optimization Modeling?
• A mathematical technique used to indentify and quantify the relationships
between your sales and the factors that influence them
Macro-
Economic
Factors
Social Media Distribution
Other Earned
Price
Digital Media
Sales
Mass Media:
Paid Digital
TV, Radio,
Media
Print, OOH
Promotion Seasonality
5. Visualize!
• If you will, a system whereby you can accurately predict the
impact of your marketing plans in advance.
• A tool which will provide a precise estimate of the return-
on-investment from your marketing budget and no more
cat fights with finance.
• A capability where you can be confident that every
marketing expenditure for each of many initiatives is
deployed to generate maximum growth.
• A Pipedream? Let Bottom-line Analytics prove to you how
this vision can become reality.
6. MMO helps to answer basic questions
What are the most effective marketing channels – TV, Radio,
Outdoor, Print or Digital?
What has been the ROI of paid search and banner ads?
How effective is social media?
Which marketing messages are most effective in driving sales?
How responsive are my customers to changes in price?
What is the most effective month-by-month plan for deploying my paid
and earned media?
Does moving from a 30 to a 15 second commercial rotation make economic sense?
What is the best way to allocate my marketing budget?
7. What makes us different?
1. We can help to reduce the waste in your marketing spend by optimizing it
across media channels with the highest ROI.
2. Our unique modeling approach allows us to quantify the synergistic effects of
multi-channel integrated marketing. Traditional media mix methods do not
allow for simultaneous and synergistic effects to be determined.
3. We have pushed the boundaries in modeling excellence and are able to measure
the impact of social buzz by incorporating our proprietary SEI (Social
Engagement Index)
4. We can show you how to increase sales between 4 – 8% with your current
marketing budget alone.
5. Our project turnaround time is only 6 weeks (subject to data availability)
9. A Highly Predictive Sales Model
Our modeling technique proves to be highly predictive. We deliberately holdout
approximately 10% of the dataset to test for accuracy.
700,000
600,000
500,000
Overall predictive accuracy = 97.8%
400,000
Actual
Model
300,000
200,000
100,000
0
01.02.05
02.06.05
03.13.05
04.17.05
05.22.05
06.26.05
07.31.05
09.04.05
10.09.05
11.13.05
12.18.05
01.22.06
02.26.06
04.02.06
05.07.06
06.11.06
07.16.06
08.20.06
09.24.06
10.29.06
12.03.06
01.07.07
02.11.07
03.18.07
04.22.07
05.27.07
07.01.07
08.05.07
09.09.07
10. Overall Sales Decomposition
Decomposition of sales provides a snap shot of the overall importance of media
and marketing in driving total sales. In this case, 31% of total sales revenues are
“due to” marketing expenditures.
68.9% 31.1%
11. Sales Decomposition over Time
Decomposition of sales across time enables us to view the incremental
revenue contribution of marketing and promotional activity for specific
campaigns.
70,000,000
Incremental impact of back-to-school marketing efforts Online Paid Search Branded
60,000,000 Online Banners Events
Radio Seasonal
50,000,000 Print Multi-Advertiser Coop
Print Branded
Xmas Promo DM Campaign
40,000,000
Winter Care DM Capaign
Summer Care DM Campaign
30,000,000
Spring Skin DM Campaign
Valentines Day Campaign
20,000,000
Media TV Branded
Media TV Events
10,000,000 Media TV Seasonal
Baseline sales momentum Media TV Multi-Advertiser Coop
0 Media TV Single-Advertiser Coop
05/01/2007
02/03/2007
27/04/2007
22/06/2007
17/08/2007
12/10/2007
07/12/2007
01/02/2008
28/03/2008
Macro-Economy
Baseline
12. Marketing Return-on-Investment
The first step in improving marketing productivity is to determine precise financial
returns to marketing spending by campaign/activity.
Least efficient
channels/investments
13. Optimal spend solution across all channels
We conduct a mathematical optimization of your marketing spend and show you how to
generate between 4-8% higher revenues without increasing total marketing investment.
100%
90%
Xmas Promo DM Campaign
80%
Fall DM Campaign
Summer-DM Campaign
70%
Spring DM Campaign
Valentine's Day DM Campaign
60%
Online.Pd.Search. Branded
Online-Banners. Events
50%
Radio-Seasonal
Print-Branded
40%
Print-Multi-Advertiser Coop
Media-TV-Multi-Advertiser Coop
30%
Media-TV-Single Advertiser Coop
Media-TV-Branded
20%
Media-TV-Events
Media-TV-Seasonal
10%
0%
Incremental Revenue 000 Current Spend 000 Optimal Spend 000
14. Play out marketing scenarios
We can provide an interactive dashboard that allows you to simulate different
marketing mix scenarios and the resultant impact on sales.
16. Innovations: Multi-dimensional Media Measurement
Long Term
Effects Message
Mix
Copy
Short-Term
Quality
Effects
Effects
Social
Synergistic
Media
Effects
Buzz Effect
17. Assess marketing synergies
Marketing synergies can be assessed through simultaneous activation of campaigns.
The results of combined activation are always greater than the sum of the parts. This is a
clear indication of synergies from running truly integrated campaigns.
Print Media & Paid Search Synergies Direct Mail & Email Synergies
Revenue (£)
Revenue (£)
+31%
+23%
Print Media & Online banners Synergies Outdoor & Online Synergies
Revenue (£)
Revenue (£)
+42% +28%
18. Measuring Social Media
Using linguistic theory we have devised a
metric that captures the behavioral patterns
of social networks.
Our net positive social-media "engagement"
(SEI) mirrors company seasonal patterns
suggesting that the metric captures more
than just social networks, with a correlation
of 87%
The SEI is used as a reflection of total
"word-of-mouth" and the consumer
experience
19. Developing the Social Engagement Index (SEI)
1. Mine all brand related social media
reviews and commentary.
2. Parse into positive & negative
Positive Negative review groups
Reviews Reviews
3. Apply Social Engagement Index
algorithm to “score” reviews
Net Positive SEI Index
Positive Negative
Scores Scores
4. Time code by week and aggregate metrics
20. ACID TEST: SEI has proven linkage with brand sales
The linkage & correlation to sales
over time shows that SNI has
predictive power
When incorporate this metric into a full
marketing mix model we see evidence
that this measurement is
representative of “word-of-mouth”
effects on brand performance.
21. Relative Importance of Social-Media Channels in driving
consumer engagement and brand sales
Much like other marketing and media metrics, we can deconstruct the different
elements of our SEI metric into the channels driving social engagement and brand
sales.
Source: Nielsen BuzzMetrics data as of November 27, 2011
22. Case Study One: A Retail Bank
Business objective: A mid-sized retail bank saw consumer loans drop 30% during
the Great Recession. Now, due to efforts by the Central Bank, consumer loan rates have been
dropping. Current rates of 6% are expected to drop to as low as 4% over the next two years. The
bank now has decided to step-up its marketing spend and efforts in order to reverse trends in loan
sales.
Solution: We undertook a comprehensive marketing-mix modelling effort which quantified
the impact of media, direct marketing and digital advertising on loan demand. In
addition, variables like GDP and consumer APR rates were included in the predictive model.
Result: Our modelling efforts estimated that every 1 percent reduction in consumer interest
rates has about a +11% impact on loan demand. Because of the “synergy” between media and
interest rates, this growth could multiply by almost a factor of 2X. One year after
implementation, the bank’s loan demand increased +27 percent and the client also increased its
local market share for consumer loans from 18 to 23 percent!
23. Case Study Two: Major USA based beverage & food retailer
Business objective: Client has suffered 18 months of declining sales due to the
global recession. They needed a new idea that would help re-charge sales and
growth, across their network of 15,000 stand alone retail stores. Our task was to measure and
compare returns from test markets for a new product. This product was a radical departure from
their common product offerings and many in their marketing department were sceptical of its
success. The test involved two markets. One market had minimal marketing and merchandising
support, while the other had the national equivalent of $50 million in marketing and advertising.
Solution: The marketing mix models were developed and set up such that we could measure
not only the impact of media and marketing on the new brand, but also the incremental impact or
lift this product launch had on total outlet sales.
Result: Our models found a high return to the heavy spend marketing of $7.89 per dollar
investment. We also found that this product launch actually stimulated a +3% increase in total
store or system sales. One quarter after launching this product nationally, this client reported its
first quarter of profit increase and growth in same-store sales in 18 months.
24. Case Study Three: A Hotel Chain
Business objective: Client is a major hotel chain consisting of 350 properties ranging
from extended-stay type of units to very high-end luxury hotels in resort areas. In 2009, this chain
was just coming off of a major downturn due to a lapse in business travel and conventions from
the Great Recession. They needed to follow the path outlined by Tom Davenport’s Competing
with Analytics and leverage marketing-mix models in order to gain competitive advantage in their
highly competitive industry.
Solution: We have conducted a series of three marketing-mix models by property and region
for this client. Each engagement identified opportunities to optimize their marketing spend and
generate growth from +8 to +12% by moving budge funds from less to more productive
marketing activities.
Result: From the initial engagement, the clients annualized rate of growth has accelerated
form -3 to +6 to +11 percent increase in revenue bookings year-over-year. The improved growth
and profitability has further enabled the chain to free up capital in order to make a key acquisition
that will expand their total footprint capacity by 20 percent.
25. Journey to increase ROI and Sales
• Initial meeting. A critical meeting where we understand your current
Step 1 business strategies and campaigns and jointly develop project objectives
• Data collection. We will work with local IT, Data warehouse experts and
Step 2 media agency to collect all relevant data.
• Data assimilation and review with client. Review and approval of all data
Step 3 inputs.
• Analytics & Modeling to provide key deliverables
Step 4
• Face to face presentation
Step 5
• Ongoing follow-ups and delivery of interactive simulator
Step 6