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Using a Virtual Marketplace to
Evaluate Your Marketing Strategy
June 19, 2013
Welcome to Our Second Installment!
2 weeks, 5 webcasts, improved marketing effectiveness
1. Transformational Marketing Mix Optimization Using a Virtual Marketplace
Presenter: Jeff Maloy, Senior Vice President and Chief Marketing Officer Available On Demand: brighttalk.com/webcast/1336/76329
2. Using a Virtual Marketplace to Evaluate Your Marketing Strategy Presenter: Eric Paquette, Senior Vice President „
Available On Demand: brighttalk.com/webcast/1336/76331
3. Optimizing Your Media Plan for the Bought-Owned-Earned World
Presenter: Rolf Olsen, Vice President Available On Demand: brighttalk.com/webcast/1336/76333
4. Leveraging Marketing Investments with Marketing Mix Modeling
Date: Wednesday, June 26
Time: 1 pm EDT Presenter: Irina Pessin, Managing Partner, Data2Decisions US
5. Marketing Analytics: 5 Things Every CMO Should Know
Date: Thursday, June 27
Time: 1 pm EDT Presenter: Peter Krieg, President and CEO
Series Schedule
Think…
For a PDF of this presentation and our advertorial
on using big data for marketing planning…
Email: [email protected]
Who Am I?
Eric Paquette
Senior Vice President
Copernicus Marketing Consulting & Research
Helping clients develop, execute and evaluate transformational marketing strategies
Today
Why we use new modeling techniques to simulate marketplaces and media
eco-systems
How they can inform both short term-media planning and potentially longer-
term strategy
What are useful marketing research inputs to building better models
How these, when incorporated in the model, inform the effectiveness of our
strategy
THEN: NOW:
7
Marketing is becoming more complex
From this…
27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 13 20 27 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18
$654,000
$654,000
$654,000
$654,000
$11,315,000
$11,315,000
$11,315,000
$11,315,000
$13,657,000
$13,657,000
$13,657,000
$2,962,000
$2,962,000
$2,962,000
$2,962,000
$1,200,000
$550,000
$550,000
$33,760,000
$33,760,000
$765,000
$765,000
$2,970,000
$2,970,000
$9,085,000
$2,325,000
$2,325,000
$1,025,000
$1,025,000
$525,000
$525,000
$225,000
$225,000
$64,920,000$64,920,000
$175,000 $175,000 $175,000
$75,000 $75,000 $75,000
$1,050,000 $775,000 $500,000
$450,000 $375,000 $200,000
$9,085,000
$255,000$350,000 $385,000 $385,000 $385,000 $255,000 $255,000$350,000 $350,000
$33,760,000
$255,000 $255,000 $255,000
$550,000
$5,627,000 $13,624,333 $9,985,667 $4,523,000
135 180 90180 135 90
35/83 43/107 27/5239/113 35/89 27/60
$483,000 $624,000 $305,000$670,000 $528,000 $352,000
285 243 243 243 132 265285 380 190
65/156 62/132 62/131 60/126 45/70 60/14263/155 70/210 54/106
$2,115,000 $1,275,000 $1,265,000 $1,335,000 $492,000 $974,000$2,053,000 $2,802,000 $1,346,000
200 168 166 163 82 163200 266 133
59/104 56/87 56/86 53/81 36/40 50/8257/102 64/135 46/68
$1,810,000 $1,020,000 $1,010,000 $1,080,000 $397,000 $785,000$1,738,000 $2,350,000 $1,125,000
77 50 34
M ay Jun
28/37 21/23 14/16
$312,000 $212,000 $130,000
CostJul Aug Sep Oct Nov Dec Jan Feb M ar Apr
66 HH GRPs/Week GM + DR TV 50/50 :30/:15
95 HH GRPs/week GM + DR TV 100% :30s 81 HH GRPs/week GM 35% :30s/65% :15s + DR TV 100% :30s
$1,200,000
45 HH GRPs/week DRTV Only 100% :30s
~45% reach/month
~55%+ reach/month~50% reach/month + Dog Wet & Treats New Creative Launch (P4CB)
66 HH GRPs/wk GM + DR TV 100% :15
~45% reach/month
… to this
Search
Aggregated Content
In-Store
E - Commerce Content Syndication
Pre - Launch
Public Relations
Outreach to Influencers
Sponsorships
Print Live Read Radio
Lifestyle Paid Media
Paid Video (TV, Digital)
Awareness Driving Paid Media
Radio
WOM Live Events
Paid Social
Mobile App Facebook App
Partnerships
YOUR BRAND
HERE
0.85
2.11
0.77 0.91
1.35
2.37
0.69
1.74
0.86 0.87
1.89
3.32
TV OOH Print Radio Digital Search
We need to evolve how we evaluate and plan
Social
Marketing ROI by Media
From traditional MMM to….. ….a deeper cross-channel understanding of
the eco-system and network effects
New analytic techniques like ABM or CCM are providing increased understanding of
the market and enabling evaluation and simulation the way that media is planned.
11
Why simulation modeling?
Bought Owned Earned
Models provide planning capability to optimize for the immediate-to-short term
Knowing what we know, and
given our current strategy, how
do we optimize our plan?
They also provide important diagnostics about the strategy, possibly identifying areas
for improvement over the longer term.
CCM
BOE Media
Agent Population
Sales / Other
Metrics
Exogenous /Macro Effects
Competitive Activity
A “basic” ABM or CCM explains the effects of BOE media, competitive activity,
exogenous effects on an Agent population on sales or other metrics.
Search
Aggregated Content
In-Store
E-CommerceContent Syndication
Pre -Launch
Public Relations
Outreach to Influencers
Sponsorships
Print Live Read Radio
Lifestyle Paid Media
Paid Video (TV, Digital)
Awareness Driving Paid Media
Radio
WOMLive Events
Paid Social
Mobile App Facebook App
Partnerships
YOUR BRAND
HERE
Models are improved by having a fundamental understanding of how marketing and
media work.
More informed models will provide more detailed insights into the plan and strategy.
Marketing Investments
TV Advertising
Print Advertising
“MDF” Spend
PR
Sponsorships
A Forecasting and Campaign Evaluation Model
Web Site
Ranking in Search Engines
Partner Spend
POS Presence
External Influences
Economic/Social Trends
Category Trends
Market Segment
Competitive Activity
Price Trends
Popularity of Your Sponsorship
Sales Associate Support
Awareness of and Familiarity with
Your Brand
Penetration of Marketing
Activities
Attributes/Benefits Perceived
in Your Brand
Search Your Brand (e.g., web, “shop”)
Purchase
Consideration
Your Sales
Brand
Equity
Market Segmentation
Brand Advocates
Shopper Journey
Advertising Tests
Brand Tracking / Drivers Analysis
Creative / Message Tests
Agents can be better informed with your existing marketing research
Your market segmentation provides a wealth of useful information
Happy Families
Struggling to Get By
Always an Angle
Simple & Settled
Savvy Sophisticates
# of U.S. Adults 38MM 38MM 48MM 32MM 44MM
Annual Spend $133 $131 $98 $95 $71
% of Category Spending
(Index)
26%
(136)
24%
(127)
21%
(95)
14%
(92)
15%
(69)
Current Share 27% 20% 16% 16% 14%
% of Current Opportunity
(Index)
37%
(195)
22%
(107)
19%
(71)
10%
(63)
10%
(45)
Different Demographics
Different Media Behaviors
Different in Needs/Motivations
Different Buying Occasions
Different Channel / Store Preferences
Revealing insights about your plan and your segments
Search
Aggregated Content
In-Store
E-CommerceContent Syndication
Pre -Launch
Public Relations
Outreach to Influencers
Sponsorships
Print Live Read Radio
Lifestyle Paid Media
Paid Video (TV, Digital)
Awareness Driving Paid Media
Radio
WOMLive Events
Paid Social
Mobile App Facebook App
Partnerships
YOUR BRAND
HERE IS IT THE PLAN
OR THE SEGMENTS
THEMSELVES
Sales by Segment
Leverage the network capabilities of models and incorporate Brand Advocates
Design Agents to represent your Brand Advocates
How many are there?
What are their demographics /
media behaviors?
What are their advocacy behaviors?
Are Advocates important or not from a planning perspective?
Does the plan reach the Advocates?
Are there enough of them to drive sufficient sales?
Do they reach the right segments?
Are they active enough?
Map out the Customer Journey
What are the steps?
When are different media / touch
points used?
What is sought?
Are there seasonal elements?
Does advertising reach people with
the right message during the right
moments and mindset?
Include brand ratings and drivers analyses to establish the links between brand
perceptions and behaviors
Perceptions of Our Brand vs. Competition on Each Attribute
Both the Same
Our Brand
Superior
Excellent:
Could not Be
Better
Acceptable,
But Could Be
Better Unacceptable Our Brand
Inferior
Motivating
Power of
Attribute/
Benefit
High
Key
Positioning
Opportunity
Price of
Entry—
Maintain
Possible
Opportunity
Major
Opportunity
Serious
Weakness—Try
to Fix
Mod
Secondary
Opportunity
Secondary
Price of Entry
Secondary
Opportunity
Secondary
Opportunity
Secondary
Weakness
Low
Potential
Opportunity—
Increase
Importance?
Cut Costs? No Action No Action No Action
Brand
Strategy
Matrix™
Value of Strategy Ranked from highest to lowest
Advertising, creative and message tests inform the effects
Who recalls the ad?
What attributes / benefits are
improved?
Who cares about those the most?
Who is inspired to act?
Diagnostics indicate value of opportunities for longer term strategy improvement
What is it worth in sales, or cost savings?
What is the implied ROI of investments in strategy improvement?
Media Investment
Sa
les
Effect of Strategy
Improvement
Current Strategy
Improved Strategy
Recap
New market models can significantly enhance the planning process by providing
feedback and simulation capabilities in the same way that media are planned
The more you inform those models with your understanding of the market, the
better able they will be to explain sales or other useful metrics
Informing with your “strategy” also enables evaluation / diagnostics of your strategy
Enables identification of weaknesses that should be improved and even expected
levels of return for making those improvements
Optimizing Your Media Plan for
the Bought-Owned-Earned World
Rolf Olsen, Vice President, Director of Marketing Analytics
Tuesday, June 25, 2013
Think…
For a PDF of this presentation and our advertorial
on using big data for marketing planning…
Email: [email protected]
