Ozana Jurković // Challenges of modern marketing: the importance of analyses

Page 1Analiza pripremljena za klijenta: SEMPL 13Analiza namijenjena isključivo za klijentovu internu uporabu www.analiza360.hr

Challenges of modern marketing:

The Importance of Analyses

http://www.facebook.com/SeminarSEMPL

www.analiza360.hr

ANALIZA 360°jednostavno do odluke

ANALIZA 360°jednostavno do odluke

ANALIZA 360°

Brojevi : Analize : Argumenti :



• market conditions getting tougher and tougher

...and it’s getting tougher if you are not market leader



What keeps you up at night...?

Advertisers

?

Agencies

?

Media

?



Market conditions get tougher and tougher

# of consumers

- 3,1%

purchasing power

# 27. -> #31.

media fragmentation

appearance of new brands

more commercials+106.000 +22%



Market conditions get tougher and tougherwhat does it mean for advertisers, agencies and media?

20122008



How data and analysis can help?

fact based decision support



Advertising Week 2011, New York City

What data are behind?

THE HOLY GRAIL OF MARKETING

THE NEXT 9 YEARS

SOCIAL, LOCAL AND MOBILE -

IGNITING INNOVATION

CONNECTING WITH CONSUMERS ANYWHERE,

ANYTIME

NEW THINKERS ... ... NEW THINKING

MEASURING THE TRUE VALUE OF A FACEBOOK FAN

INSIDE THE FUTURE OF TV AND VIDEO



Loyalty – other name for making friendshipsGetting to know other person - „consumer”

How he/she is thinking?

More listening, than talking

What he/she likes / dislikes?

Who are his/her other friends?

Real life friendship

one - to - one

Marketing

one - to - many



Market research data

How to get to know my consumer?

InHouse data

?

Service oriented sectors

FMCG

...but we should not forget to get to know also other consumers on the market

Consumer Intelligence



+ users of complimentary

categories

Potential users

Four ways to grow your businessthere might be easer way than to get competitive users...

Total population

Current category users

1. Consumers aquisition• Competitive switch• Category expansion

(new users)

Our consumers

Users of competitive brands

2. Selling more to existing consumers

3. Consolidate consumers cross portfolio

4. Right consumer profile (optional)



?

Case study - example

Page 2 ANALIZA 360 �Analiza pripremljena za klijenta: Brand X.Analiza namijenjena isključivo za klijentovu internu uporabu

Dodatak:

Brand X – rast kroz objedinjavanje potrošača

Korisnici kategorije

Korisnici bilo kojeg Brand X proizvoda u kategoriji...

Category users

piju Instant kavu ili Cappucino

Piju Brand X

Cappuccino

Piju Cappuccino,

ali NEBrand X

Piju FranckClassic

Piju Classic kavu,

ali NE Franck Classic

Piju FranckGold

Piju Gold kavu,

ali NE Franck Gold

Piju Franck

2u1, 3u1

Piju 2u1,3u1,ali NE

Franck 2u1,3u1

Category Users 1.537.000 860.000 661.000 374.000 594.000

Brand X ukupno 487.000 141.000 140.000 90.000 125.000

Café Cappuccino 253.000 104.000 51.000 75.000 30.000 71.000 90.000

Café Classic 188.000 104.000 41.000 96.000 24.000 58.000 64.000

Café Gold 152.000 75.000 46.000 96.000 28.000 54.000 49.000

Café 2u1, 3u1 191.000 71.000 84.000 58.000 82.000 54.000 55.000

...no piju konkurentske proizvode

Npr. piju Cappuccino

Source: BRANDpuls, Hrvatska 2010, Target: Users , potrošači koji su u zadnjih 6mjeseci pili instant kavu i cappuccino = 100%

Naznake ponašanja potrošača dovele su do dodatne analize koja pokazuje da osim akvizicije novih potrošača, velika zona za rast Branda X leži i u objedinjavanju već postojećih potrošača. Naime umjesto skupog ulaganja u nove potrošače, motivacija postojećih da i drugi proizvodi koje koriste budu iz Brand X porodice, može predstavljati značajnu zonu rasta

Veliki potencijal za rast +55% više korisnika

Kako do njih?

npr. paketiranje proizvoda

Koji tip proizvoda daje najveći potencijal?



Important to knowDo you have right perspective on the market?

I de a l z

o n e

- - importance ++

- -

p

erfo

rman

ce

++

...instead of

closing serious

gaps

focus on wrong things...

How consumers perceive you...?

...and how they perceive your competitors?

content package

wecompetitor



How to chose right tool?Metrics for each phase of marketing cycle

Awareness• Unaided and aided awareness• Attendees of events

Evaluation• Product preferences• Product info downloads• Leads, Test-drives

Trial• Sales revenue• Lead conversion

Loyalty• Repeat purchases• Churn rate

Customer satisfactionWould you recommed to a friend or colleague?

Source Data driven Marketing, Jeffery Mark, Kellogg School of Management



Global IBM research conducted in 64 countries and over 1.700 CMO

New challenges of marketingWhat Chief Marketing Officers should know?

2/3 ..of CMO consider that main criteria for evaluation of their

work will be...

...measuring results of marketing activities and their effectivness

Source IBM, Gayling, Maxi studeni/prosinac 2011



10 most important marketing metricsSome marketing results can be measured by financial results. Stress in on „some”...

1. Brand awareness

2. Comparative marketing: Test drive

3. Loyalty marketing: Churn

4. Customer satisfaction

5. Take rate

6. Profit: Revenue – Costs

7. NPV: Net present value

8. IRR: Internal rate of return

9. Payback time

10. Consumer lifetime value



Balance scorecard of marketing

STRATEGIC

Forward-looking metrics

TACTICAL

Backward-looking metrics

OPERATIONAL

Internal-looking metrics

Leading metrics:

• Brand awareness, CLTV, „test-drive”

measure specific campaign and tactic effectiveness

• Sales, lead conversion

measure execution efficiency

• Take rate, ad dollars spent




How to get maximum out of a campaign?

Brand awarenessmeasuring

PRE and POST campaign measuring !

Brand / Ad awareness

Purchase intention

prepost

+ 9 %

+ 5 %

not sufficient




How to get maximum out of a campaign?

Media-mix evaluation

CPM (CPT)calculation per media

..ranking and choosing most profitable

Understanding what works the best!

- - ad recognition ++

- -

b

ran

d a

war

enes

s

++

Branding issue

Visibility issue GOOD

POOR

tv

outdoor

viral

print

not sufficient




Advertising week 2011, NYCwhat future brings ....”New thinkers...new thinking”

MAD MAN1960s

MATH MAN2010s

100%

+1

-5,2



When next time something keep you up at night...

...remember, numbers can give you

helping hand


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ANALIZA 360° jednostavno do odluke

.....thank you for your attentioncontacts:

Nada [email protected]: +385 91 6300 614

Ozana Jurković[email protected]: +385 91 6300 576

www.analiza360.hr



...thank you for your attention

www.analiza360.hr


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Ozana Jurković // Challenges of modern marketing: the importance of analyses