Driving the Bottom Line with Performance Analytics

• Founded in 2003, Bottom-Line Analytics is a global analytics company with offices in the US, Europe and affiliates in India and Egypt. Collectively, our core team has more than 100 years of direct experience across a broad “portfolio” of analytics. We help clients expand their capabilities to realize high-return analytics efforts. Included in our portfolio:

– Media and Marketing ROI modeling: Econometric modeling to measure marketing ROI and optimize marketing investments

– Social Media ROI Measurement and Insights: We apply a unique and powerful social media metric calls the Semantic Engagement Index with proven 80 percent plus correlations to brand sales

– Pricing Analytics and Optimization: We are leading experts in doing price sensitivity modeling and helping clients make more effective pricing decisions

– Radial Perceptual Maps: Used to understand brand image and positioning, we can provide you with an accurate depiction of what differentiates yours and competitive brands in the market place

– Key Drivers Analysis: We can connect causal links from survey and tracking data to key behavior and KPI metrics

Destination: Analytics Portfolio

– CART Analysis: We employ advanced regression-tree tools to help clients score CRM data sets, maximize upsell/cross sell and reduce customer churn

– Perceptual Drivers using Structural Equation Modeling or SEM: This is a structured and advanced approach for capturing and measuring the impact of survey-based image and perceptual metrics on KPIs and behavior.

– Demand Forecasting: We can develop custom forecast and predictive models or help you set up a world-class forecasting capability

– Customer or Market-Segmentation: We can determine the key differentiators across your market and customer base in order to enable more effective targeting of marketing efforts

– Digital Dashboards: We design and construct online dashboards for reporting Key Performance Indicators (KPIs) and other key drivers of demand and brand health metrics across your brands.

Destination: Analytics Portfolio

Media Effectiveness (Econometrics)

Identify and quantify the key marketing drivers Calculate return on investment (ROI) for each marketing channel (including social media*) Optimise marketing spend to maximise sales.

* Pushing the boundaries with social media ROI via linguistic theory.

Contribution to Sales

Innovations in Marketing ROI Models

Marketing Synergies

Long Term Ad Effects

Message Mix

Social Media ROI

Determine the ROI of integrated multi-channel campaigns.

Rev

enu

e (£

)

Synergy

By applying copy test scores we can identify returns by message and creativity.

Incremental returns from Social Media (see next slide)

Long Term Effect

We can calculate the impact of media and marketing in the long term

Social Media ROI

Using Linguistics we have devised a metric that captures the behavioral patterns of social networks.

The SEMANTIC ENGAGEMENT INDEX (SEITM) is used as a reflection of total "word-of-mouth" and a proxy for consumer good will.

Packaged inside an Econometrics media mix model, we can determine the incremental contribution and ROI of social media conversations.

Please see associated blog article here

Pricing Optimisation

Price is by far the key lever that could make or

break sales for any brand.

Getting product pricing right is a crucial step in

increasing brand growth and volume share.

At Bottom Line Analytics, we have developed a

method of optimising prices at the SKU level. We

also take into account competitive prices. This

gives pricing managers the confidence in making

the right strategic pricing decisions to increase

profitability.

Brand Profit & Demand Price Elasticity

Radial Perceptual Mapping (brand mapping)

Purpose

To visualise a measured battery of image attributes against a number of known competing brands.

Methodology

Adapted Statistical Correspondence Analysis.

Benefits

• To understand the relative position of brands

in a competitive space.

• To understand which brand image factors are

helping to differentiate your brand.

• Ultimately, the Radial Landscape Maps helps

in aligning marketing messages and content

to the image perceptions held by target

customer segments.

*Can also be applied to social media chatter

Gender

Staff Product

Knowledge

I love the brand

It’s a brand for

me

Authentic brand

Refreshing

Affordable

Query was dealt with

Courteous &

Respectful

Easy to get in touch

with

Age: 18-24

Degree holders

Key Performance

Indicators

Likelihood to become frequent

user

Good value

Social Media User

Likelihood to renew

subscription

Profile

Recent Experience

Brand Perception and Image statements

Purpose Using Logistic/Probit regression we can identify and quantify the factors driving key performance indicators (KPIs) or any other survey based behavioural outcome.

Likelihood to become a

donor

Likelihood to purchase

Overall Customer

Satisfaction

Likelihood to

recommend

Key Drivers Analysis

Benefits We can create a powerful what-if simulator which will allow you to play out different scenarios and build business cases.

Using CART to identify key drivers

Purpose

To identify and visualise which drivers are most likely to increase a given KPI of interest.

Methodology

Classification and Regression Trees (CART)

Benefits

• To understand the rank and strength of key

drivers.

• To devise strategy that will conform to the

key factors and by extension drive

performance.

Modelling perceptual metrics

Purpose

To identify and visualise the drivers and interlinking relationships that sit behind brand perceptual metrics of interest.

Methodology

Multivariate Structural Equation Modelling (SEM)

Benefits

• Understand the relative strength of key

drivers to brand perceptions.

• Formulate strategy that works to trigger the

latent drivers of brand perception and by

extension performance.

Demand forecasting with uncertainty

Forecast market size with best and

worst case scenarios.

Take into account recessionary

and wider market uncertainty.

Performance through segmentation

Identify specific attributes of key customer groups. ^ Target your marketing and communications messages to ensure they resonate with key groups in order to maximise response.

^ Segmentation analysis can be conducted as a preliminary analysis , stand alone or to support key deliverables within other areas.

Digital Performance Dashboards

Visualise all your key data sources in a single platform.

Accessibility and dissemination is made easy through online delivery.

Drive tactical refinements in marketing campaigns.

Michael Wolfe CEO, Bottom Line Analytics E: mjw@bottomlineanalytics.com M: 770.485.0270 www.bottomlineanalytics.com

Masood Akhtar Partner, Analytics (EMEA) E: ma@bottomlineanalytics.com M: +44 7970 789 663 www.bottomlineanalytics.com

David Weinberger CMO Bottom-Line Analytics E: david@bottomlineanalytics.com M: 770.649.0472 www.bottomlineanalytics.com

Simon Brock VP Business Development E: simon@bottomlineanalytics.com M: +44 (0) 7824 305325 www.bottomlineanalytics.com

London & EMEA USA