Continuous

Improvementin

Marketing

ROI

FAAB June 11, 2015

© Foresight ROI, Inc. 2015

ROI

Decisions Outcomes

Link Decisions to Outcome with ROI

Measurement & Forecasting

© Foresight ROI, Inc. 2015

Continuous Marketing Improvement with

Plan-Do-Learn-Change

Do

LearnChange

Plan

1. Establish objectives, strategies & tactics to deliver the results

2. Set action plans forecasted to deliver the results

1. Execute action plans

2. Monitor execution and budget

1. Measure to learn what works

2. Compare actual results to forecast

1. Develop performance improvement plan

2. Raise results targets based on expected improvements

© Foresight ROI, Inc. 2015

Optimize Resource Allocations &

Plan Marketing that Deliver Targeted Results

Fund your best customers, brands, platforms

Plan activities forecasted to deliver target results

© Foresight ROI, Inc. 2015

Monitor marketing execution &

manage budget invoices vs planned

© Foresight ROI, Inc. 2015

Measure what you need to learn for better

decisions & compare actuals to forecast

Forecast Actual Diff.

Performance

SM ROI 1.10 1.20 0.10

Category Trend Impact 0.0% 1.2% 1.2%

Total Volume 430k 450k 20k

Trade Lift Volume 90k 110k 20k

% Contribution 21% 24% 4%

SM Volume Lift 32k 35k 3k

% Contribution 7% 8% 0%

Profit Lift from SM $220k $240k $20k

Drivers

Spend $200k $200k $0

% of Revenue 1.6% 1.6% 0.0%

Coupon Redemptions 1,000 1,000 0

% Redemption 10.0% 10.0% 0.0%

Pre-store Reach 8.3 M 8.3 M 0

% Reach 4.5% 4.5% 0.0%

In-store Reach 4.3 M 4.3 M 0

% Reach 12.0% 12.0% 0.0%

© Foresight ROI, Inc. 2015

Learn which events, retailers, brands, tactics

worked & why

© Foresight ROI, Inc. 2015

Continuous improvement through

Plan-Do Learn Change,

raising the bar as you learn what works

LearnChange

Learn

Change

MROI

Plan Do

Learn

Change

Plan Do

Learn

© Foresight ROI, Inc. 2015

Continuous Marketing Improvement with

Shopper Planner

Shopper Planner Event Planning

Fiscal Year Select

Retailer Select

Spend

Reach

Measure Reach Cost Rate

CPM

4-tile

Lift

Volume ROI

ROI

4-tile PTP Int Rel Reco Spend Reach Cost Rate

Lift

Volume ROI

Event 1 Select $6,500 692 1.40 $5,500 692 1.65

Coupons Tactic 1 $1,000 Redemptions 900 $1.11 /redem 72 0.95 Repeat $1,000 900 $1.11 /redem 72 0.95

Brand 1 540 43 540 43

Brand 2 360 29 360 29

Pre-store Tactic 2 $2,500 Impressions 400,000 $6.25 CPM 180 0.96 Revise $1,500 400,000 $3.75 CPM 180 1.60

Brand 1 200,000 100 200,000 100

Brand 2 200,000 80 200,000 80

In-store Tactic 3 $2,000 Stores 200 $0.40 CPM 350 2.33 Repeat $2,000 200 $0.40 CPM 350 2.33

Brand 1 100 200 100 200

Brand 2 100 150 100 150

Tactic 4 $1,000 Stores 20 $2.00 CPM 90 1.08 Remove $1,000 20 $2.00 CPM 90 1.08

Brand 1 20 90 20 90

New Tactic Revise $1,000 20 $2.00 CPM 120 1.44

Brand 1 20 120

Actual Recommendation Simulation

Do

LearnChange

Plan

Thank You