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Titel presentatie en sprekerWelcomeWelcome
Michel Steenhuis, Inergy
ROMI WHAT?
ROMIROMICostCost
UpliftUplift
Brilliance & mathematics
MediaPaid(€)
Car Chapter visits
Dealer offers
Extra Cars sold
Earned(SOV)
Website visits
Brand health and brand purchase funnel
Marketing invested
Return
MediaPaid(€)
Car Chapter visits
Dealer offers
Extra Cars sold
Offline
Warm leads
Earned(SOV)
Website visits
Online
Cold leads Hot leads ClientsAudiences
Brand health and brand purchase funnel
Online Offline
Return
Marketing invested
A mix of entities, agencies, systems and responsibilities across the customer journey
> 80 % of marketers believe marketing silos prevent having a comprehensive view of campaigns and customers
AUDIENCES
MediaPaid(€)
Car Chaptervisits
Dealeroffers
Extra Carssold
Offline
Warm leads
Earned(SOV)
Websitevisits
Online
Cold leads Hot leads Clients Audiences
Brand health and brand purchase funnel
Online Offline
Return
Marke ng invested
Content creation, consumption and distribution are going through a seismic shift
Superstars who influence culture at scale. When they speak their fans listen and take action
3 X180 X72 X
Audience targeting: Interaction is changing!
LEADS
MediaPaid(€)
Car Chaptervisits
Dealeroffers
Extra Carssold
Offline
Warm leads
Earned(SOV)
Websitevisits
Online
Cold leads Hot leads Clients Audiences
Brand health and brand purchase funnel
Online Offline
Return
Marke ng invested
Use smart data to measure a brand funnel based on digital behavior, voluntary interactions with your content and advertising *
* Online brand identity, Joris Merks-Benjaminsen, head of Digital Transformation, Google
Define a baseline to effectively measure the uplift of marketing spend
Use relevant external data to measure and benchmark ROMI
ROMI = ?
Model: NSU R80
Actual CCV visits : 145.500Baseline CCV visits : 100.000Avg. visits per car sold : 91Profit margin per car : 2.500 euroMedia spend : 625.000 euro
Actual CCV visits : 145.500Baseline CCV visits : 100.000Avg. visits per car sold : 91Profit margin per car : 2.500 euroMedia spend : 625.000 euro
Month: May 2015
((Actual CCV – Baseline CCV)/avg. visits per car sold) * profit marginMedia spend
Titel presentatie en sprekerWelcomeThank you!