Advertising Expenditure Audit: The Saving Matrix
6
Advertising Auditing Savings where they come from.
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Transcript of Advertising Expenditure Audit: The Saving Matrix
Advertising Auditing Savings where they come from.
2
Detecting Gap vs benchmarks
ON A COMPANY BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
+ Optimizing Cost vs Benefit
ON A COMPANY BASIS
HIGH Brands &
Campaigns
MEDIUM Business
Units
LOW Company
HIGH 1.Media Auditing
2. Evaluation
MEDIUM 1. Media Auditing
2. Evaluation
LOW 1. Media Auditing
Type of Insight
Leve
l of D
etai
ls
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
ON A COMPANY BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
+ Optimizing Cost vs Benefit
ON A BUSINESS UNIT BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
ON A BUSINESS UNIT BASIS
Detecting Gap vs benchmarks
ON A BUSINESS UNIT BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
ON A BRAND/CAMPAIGN BASIS
Detecting Gap vs benchmarks
ON A BRAND/CAMPAIGN BASIS
Saving through Audit: 2 Drivers
3
Detecting Gap vs benchmarks
ON A COMPANY BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
+ Optimizing Cost vs Benefit
ON A COMPANY BASIS
HIGH Brands &
Campaigns
MEDIUM Business
Units
LOW Company
HIGH 1.Media Auditing
2. Evaluation 3. CBA
MEDIUM 1. Media Auditing
2. Evaluation
LOW 1. Media Auditing
Type of Insight
Leve
l of D
etai
ls
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
ON A COMPANY BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
+ Optimizing Cost vs Benefit
ON A BUSINESS UNIT BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
ON A BUSINESS UNIT BASIS
Detecting Gap vs benchmarks
ON A BUSINESS UNIT BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
+ Optimizing Cost vs Benefit
ON A BRAND/CAMPAIGN BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
ON A BRAND/CAMPAIGN BASIS
Detecting Gap vs benchmarks
ON A BRAND/CAMPAIGN BASIS
Driver #1: What type of Insight do you want?
4
Detecting Gap vs benchmarks
ON A COMPANY BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
+ Optimizing Cost vs Benefit
ON A COMPANY BASIS
HIGH Brands &
Campaigns
MEDIUM Business
Units
LOW Company
HIGH 1.Media Auditing
2. Evaluation 3. ACB
MEDIUM 1. Media Auditing
2. Evaluation
LOW 1. Media Auditing
Insight
Leve
l of D
etai
ls
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
ON A COMPANY BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
+ Optimizing Cost vs Benefit
ON A BUSINESS UNIT BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
ON A BUSINESS UNIT BASIS
Detecting Gap vs benchmarks
ON A BUSINESS UNIT BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
+ Optimizing Cost vs Benefit
ON A BRAND/CAMPAIGN BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
ON A BRAND/CAMPAIGN BASIS
Driver #2: What level of detail can you afford?
5
Detecting Gap vs benchmarks
ON A COMPANY BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
+ Optimizing Cost vs Benefit
ON A COMPANY BASIS
HIGH Brands &
Campaigns
MEDIUM Business
Units
LOW Company
HIGH 1.Media Auditing
2. Evaluation 3. CBA
MEDIUM 1. Media Auditing
2. Evaluation
LOW 1. Media Auditing
Insight
Det
ails
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
ON A COMPANY BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
+ Optimizing Cost vs Benefit
ON A BUSINESS UNIT BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
ON A BUSINESS UNIT BASIS
Detecting Gap vs benchmarks
ON A BUSINESS UNIT BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
+ Optimizing Cost vs Benefit
ON A BRAND/CAMPAIGN BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
ON A BRAND/CAMPAIGN BASIS
Detecting Gap vs benchmarks
ON A BRAND/CAMPAIGN BASIS
The A+ Savings Matrix
6
Detecting Gap vs benchmarks
ON A COMPANY BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
+ Optimizing Cost vs Benefit
ON A COMPANY BASIS
HIGH Brands &
Campaigns
MEDIUM Business
Units
LOW Company
HIGH 1.Media Auditing
2. Evaluation 3. CBA
MEDIUM 1. Media Auditing
2. Evaluation
LOW 1. Media Auditing
Insight
Det
ails
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
ON A COMPANY BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
+ Optimizing Cost vs Benefit
ON A BUSINESS UNIT BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
ON A BUSINESS UNIT BASIS
Detecting Gap vs benchmarks
ON A BUSINESS UNIT BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
+ Optimizing Cost vs Benefit
ON A BRAND/CAMPAIGN BASIS
Detecting gap vs benchmarks +
Identifying lack of consistency between goals and actions
ON A BRAND/CAMPAIGN BASIS
Detecting Gap vs benchmarks
ON A BRAND/CAMPAIGN BASIS
The Highest Amount of Savings comes from Cost-Benefit Analysis carried out on a Campaign Level
