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LEVERAGING
COMPETITIVE MARKET AND MEDIA DATA
TO UNDERSTAND
YOUR MARKETING PERFORMANCE
PRODUCTION PROUDLY PRESENTS:
we are a global Skin Care company.
a new marketing / sales reality.
MARSA TECH
REVOLUTION
CMO OR T? INFINITE
DATA
U R HERE
Sensors &
Devices
Images/
Multimedia
Text
Enterprise
Data
DATA
GAP
huuuaaa… it‘s BIG.
2020
44 Zettabytes
SOCIAL
ANALYTICS
PERFORMANCE
MEASUREMENT
DECISION
SCIENCE
DATA
EXPLORATION
let‘s get started...but how?
SOCIAL
ANALYTICS
PERFORMANCE
MEASUREMENT
DECISION
SCIENCE
DATA
EXPLORATION
do the un$exy analytics first.
do your homework first!
!
less this.
creating a global platform.
Category 1 Category 2 Category 3 Category 4 Category 5 Category 6
promo.
Competitor 1Competitor 2
Competitor 2Competitor 1
Competitor 2Competitor 1
media.
Media
Brand Media Facts
Media Gross Spend 24,8 MEUR +3,1 %
SoA/SoM ratio 1,1 +0,4 pp
SOA %
SOM %
0,05,0 10,0 15,0 20,0 25,0 30,0 35,0
5,0
10,0
15,0
20,0
25,0
30,0
NIVEANIVEA
L‘Oréal
L‘Oréalbebe
bebe
AoK
AoK
current periot
previous periotLavera
Olay/Olaz
Lavera
soa/som dev.
Time
y, T
rend
0 50 100 150
25000
35000
45000
Sais
on
0 50 100 150
-5000
05000
10000
t
Rest
0 50 100 150
-6000
-2000
02000
Linear Trend
Effect of Seasonality
Unexplained rest
2.00
2.25
2.50
2.75
3.00
0 10,000 20,000 30,000 40,000 50,000 60,000
Ave
rgag
e p
rice
fo
r o
ne
un
it in
€
Total volume in units
price elasticity.
the predictive factory.
€ €€€€€
feed the data
harmonization monster.
11001010101… 010101011… 010101010101111… 1101010…11001010101… 010101011… 010101010101111… 1101010… 11001010101… 010101011…
11001010101… 010101011… 010101010101111… 1101010… 11001010101… 010101011…
11001010101… 010101011… 010101010101111… 1101010… 11001010101…
powerful backend.
Full control of your data
deliveries
Define your time split
Release & publish according
to your schedule
Map & harmonize your data
so non-digital.
across
>50countries.
across
multiple
data sources.
five
global attributes.
product lines/benefits.
packaging form/texture.
gender.
male femaledata
scientist
Smooth Milk 250ml
SOURCE GLOBAL
at a granular level.
consistent time period.
4-weekly weekly bi-monthly monthlymonthlymonthly
weekly
4-weekly
4-weekly
bi-monthly
= published periodP
consistent time period.
REDUCES HARMONIZATION
EFFORTS
REDUCES ANALYTICS
EFFORTS
PROVIDES NEW
VIEWPOINTS & CLAIMS
what‘s in 4us.
“Talk business, do not talk IT”
Strong involvement of business
users
Full support of top management
“Less is more”
A dedicated, small team
THANK _YOU_