Auto Multimedia Ad Effectiveness Proven
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The Client A global brand advertiser The Challenge Create a marketing measurement and management solution that would drive true operational change within the organization and its agencies The Results We developed a two-pronged approach: • Marketing measurement assessment to identify program requirements and develop strategies to support business objectives • Performance measurement to provide concrete data to support decision making for the advertiser and its agencies Our results enabled the client to create a transparent, scalable assessment and performance measurement system. Creating a data-driven marketing organization to drive continual media performance Our client—a global brand advertiser—was seeking a marketing measurement and management solution that would enable true operational change within the organization and its agencies. The company was operating with an executive-driven request to understand brand and sales effects of every marketing dollar spent, a lack of marketing planning tools to support near-time decision requirements, and functional media siloes made effectiveness comparisons impossible. Our Solutions SymphonyAM delivered a two-pronged approach: 1. Marketing Measurement Assessment to identify program requirements and provide the business case and implementation plan for the advertiser, including • Discovery with each stakeholder group to map marketing objectives and resources to measurement goals • Gap analysis of existing decision-support tools • Create marketing data strategy for existing and potential data sources 2. Marketing Performance Measurement System to provide near-time, detailed marketing decision support, including integrated media campaign measurement, analysis and optimization reporting The Results The addition of near-time decision support enables campaign-level optimizations worth approximately $10 million in savings per campaign, and hundreds of millions in revenue. We provided the client with a Web-based reporting system that provides near-time results of integrated, cross channel marketing performance facilitating: • Integration of external data for context and accuracy • Update frequency of monthly and quarterly • Extensible to include future data sources • Scalable to roll out to all brands in the brand portfolio [email protected] www.symphonyam.com 415-352-4000 Marketing Measurement ROI Media Performance Measurement
Transcript of Auto Multimedia Ad Effectiveness Proven
The ClientA global brand advertiser
The ChallengeCreate a marketing measurement and management solution that would drive true operational change within the organization and its agencies
The ResultsWe developed a two-pronged approach:
•Marketingmeasurement assessment to identify program requirements and develop strategies to support business objectives
• Performancemeasurementtoprovide concrete data to support decision making for the advertiser and its agencies
Our results enabled the client to create a transparent, scalable assessment and performance measurement system.
Creating a data-driven marketing organization to drive continual media performanceOur client—a global brand advertiser—was seeking a marketing measurement and management solution that would enable true operational change within the organization and its agencies. The company was operating with an executive-driven request to understand brand and sales effects of every marketing dollar spent, a lack of marketing planning tools to support near-time decision requirements, and functional media siloes made effectiveness comparisons impossible.
Our SolutionsSymphonyAMdeliveredatwo-prongedapproach:
1.MarketingMeasurementAssessmenttoidentifyprogramrequirementsandprovidethebusiness case and implementation plan for the advertiser, including
•Discoverywitheachstakeholdergrouptomapmarketingobjectivesandresourcestomeasurement goals
•Gapanalysisofexistingdecision-supporttools
•Createmarketingdatastrategyforexistingandpotentialdatasources
2.MarketingPerformanceMeasurementSystemtoprovidenear-time,detailedmarketing decision support, including integrated media campaign measurement, analysis and optimization reporting
The ResultsThe addition of near-time decision support enables campaign-level optimizations worth approximately $10 million in savings per campaign, and hundreds of millions in revenue. We provided the client with a Web-based reporting system that provides near-time results of integrated, cross channel marketing performance facilitating:
• Integrationofexternaldataforcontextandaccuracy
•Updatefrequencyofmonthlyandquarterly
• Extensibletoincludefuturedatasources
•Scalabletorollouttoallbrandsinthebrandportfolio
[email protected] www.symphonyam.com
415-352-4000
M a r k e t i n g M e a s u r e m e n t R O I
Media Performance Measurement
Impact to the OrganizationThecompany’sCEO,onceamarketingskeptic,nowbragsofhisindustry-leadingmarketingROIplatform.Continualoptimizationofthemarketingspendresultshundredsofmillionsofrevenuetothebottomline,andclientagenciesnowcreditSymphonyAMdatawithimprovingtheir relationship with the advertiser by allowing them to be transparent and accountable. Informationissocializedrapidlyandbroadly,ensuringthatthefullvalueofthesolutionisused throughout the organization.
What We Can Do For YouIfyouneedtoalignyourmediastrategiestomaximizeROIandminimize waste, we can help. We provide complete end-to-end analysis so that you can make rapid, data-driven decisions about media strategies
Reach key consumers
Find your best strategic consumer segments and uncover what drives their purchasing behavior andbrandloyalty.Determinewhich media vehicles and messages resonate with your audience and stimulate action.
Increase media ROI
Discoverwhichmediaplaysaregetting the right levels of return, and how additional—or fewer—budget allocations will impact short-and long-term lift.
Drive competitive advantage
Determinewhereyourcompetitorsare placing their media dollars, and understand how you stack up against them in consumer awareness and brand perception
www.symphonyam.com
415-352-4000
©2011,SymphonyAdvancedMedia.Allproductnameshereinarethepropertiesoftheirrespectiveowners.6/11
M A R k E T I n G M E A S U R E M E n T R O I
Media Performance Measurement
Turnkey dashboard reporting facilitates efficiency in reporting and media optimization
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