Mediaedge:cia and Wunderman Working together to deliver better knowledge, insights and results to...
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Transcript of Mediaedge:cia and Wunderman Working together to deliver better knowledge, insights and results to...
Mediaedge:cia and WundermanWorking together to deliver better knowledge, insights and results to our clients
The Yin and Yang of Customer TargetingInsights from profiling/BES
Improve media targeting
Does the brand know me?
Better targeted
communications
Right customer
Right media
Right message
Wunderman
Mediaedge:cia
Knowledge fromCustomer insights
Who is right for
which offer?
Who will be the most
profitable segments to
acquire?
The basic proposition - efficiency
• In an era of fragmentation and spiraling costs of connecting with customers and prospects, insight into customer data can identify the most valuable consumer segments and the media channels that reach them with most efficiency, providing clients with greater return on their communication investments
• Our offer will increase efficiency of client budgets through tighter targeting, accountability and responsiveness to market opportunity.
The breakthrough we offer together - power
• Clients confront a bewildering array of channels and customer touch points
• Only together can we transform how our clients go to market:– combining research data (Mediaedge:cia) with customer
data (Wunderman) to create new audience segments with high financial value
– integrating for these segments both usage of and preference for media (Mediaedge:cia) with responsiveness to marketing channels (Wunderman)
– track responsiveness to and continuous feedback from all marketing activities to deliver improved targeting (Mediaedge:cia) combined with real-time insight into behaviour and trends (Wunderman)
Acquisition and retention
Mediaedge:CIA
Wunderman
Acquire Develop/Retain
Acquisition and retention become intextricably linked and optimised
The statements and questions we will respond to
• Responses to the web have really taken off, but we don’t know if that’s because of our banner activity or because of the TV campaign
• What effect does my DM / DRA have on my brand awareness / values?
• Web response is up but phone calls are down - what’s happening?
• We know the campaign should be working harder - we just don’t know what to change
• What response does my brand advertising generate?
• Of those that don’t respond to my DM what effect is that having on my brand?
• With all the new channels of communication does Direct Mail still have the same effect?
Our unique combination
Wunderman
•D M & CRM expertise•Creative•Data Planning•Data Mining and Analytics•Consumer insight and segmentation
Mediaedge:cia /Outrider / TDE
•DRA planning/ buying•Web planning buying•Media response analysis•Survey data•Medialab tools•Outrider CDS
Joint offering to clients and new business
•Unified data•Multi-level insight•Unified messaging and delivery•Holistic customer view
Customer and household
knowledge
Survey knowledge
Data Driven
Media & Customer Information
How We Deliver
Customised Segmentation
Channel Neutral Contact Strategy
Cross Channel Implementation
Performance Evaluation and Channel Comparison
Integrated Metrics
Key Performance
Indicators
‘Data designed’ contact strategy across responsegenerating platforms informed by business and consumer insight
Direct response advertising and marketing implementation and measurement exploiting survey, household and customer level data
A unified suite of analytics that create ‘real time insight’
JOINT OFFERING
Customer Journey… maps channel experiences to the way customers work
(flow) and anticipates new ways to make it the most relevant to their personal progress everyday!
Customer Centric View
Customers want experiences (not “relationships”)WHAT
Desire appreciation for the flow of their needs—how they want to work and live (not “conformity” to company’s method of imposition)WHY
By shaping how channel experiences are delivered, optimised and synchronised (not just integrated)HOW
Business Centric View
Awareness Familiarity ConsiderationTrial/
PurchaseUse
Maintain/Service/
Cross-sell
RenewalRepurchase
Defection
Lead development Lead conversion Relationship optimisation
Contact Strategy Development
Background
BusinessCase
Assessment
Benchmarkingand
Tracking
Analytics
StrategicPlan
Development
Planning
ConsumerContact
Management
Optimization
Integrated Metrics
Knowledge
Household / customer•Profiling / segmentation•Data mining•Brand experience scorecard•Predictive modelling
Survey•Reading / viewing•Media / product consumption
Integrated data
• Segmentation• Marketing Process
• Metrics• DB/Technology
• Channel Alignment / Mgmt• Organisation Design
Data Capture
Relationship Optimisation
Lead
Dev
elop
men
t
TV
Outdoor
Magazines
Newspapers
Lead ConversionTrade Press
Online
Radio
VAR
Sales Force Mail
Events Promotions Teleservices
Interactive TV
Customer Touch Points
Accountability
ReachHow many reachedWho / where they are
Awareness/PerceptionsChange in awareness and what they think of the brand
ResponsesWho is responding and how many
Which channel is most cost-effective?
SalesVolumes of sales
Conversion ratio
Increase in lifetime value
Integrated Metrics
Key Performance
Indicators
(e.g. average acquisition cost and
average revenue/customer)
Metrics
• Final step in the overall process is analysis
• All relevant data is defined, tracked and analyzed
• Important to remember that Optimisation is a fluid process– As learning comes in, insights should impact plan
– Depending on the channel, adjustments should be considered for underperforming vehicles/channels…as available
– Response curves should be recognized in terms of how quickly one might respond
– Timing of front end and back end information will also limit turnaround
– Media lead times will also impact adjustment flexibility
Accountability
Work flow
Business FocusUnderstanding / Developing specific Business Objectives
Metrics setting
Customer CentricSegmentation tools
BAV / BES
Contact Strategy(the brief)
Creative developmentat every touchpoint
DR marketing progs.Across all channels
Integrated message and mediumfocused DRA campaign
Proposition and Media StrategyCampaign Idea
CreativeAccount HandlingPlanning / Media
REDCampaign Management
Optimisation and Reporting
BusinessTotal Sales / Customer value
Total ResponseROI
Potential Business shiftsTarget achievements
Target / Budget setting
CustomerBehaviour / interaction
SegmentationResponse
ValueMedia mix
BAV - Y&R group global model for managing brands - 14000+ brands in 30 countries.
4Cs: Cluster and segmentation tool for targeting - derived from BAV and a Y&R group tool.
BrAndZTM: WPP study of brand health covering 15000+ brands in 28 countries
Breakthrough Generator workshop to build innovative approaches to connection strategy development from a consumer point of view.
Multi-market, channel or portfolio budget allocator.
Budget setting/benchmarking. (from Oct 2002)
Marketing and media competitive insight and forecasting.
Proprietary TV analysis, management and reporting system.
Direct response analysis suite
Advertising to sales responsestrategic optimiser for TV planning.
Advertising response strategic optimiser for print planning.from 2003)
Advertising recall modelling and planning
Calculates Advertising to Sales, Share ofVoice and Share of Market relationshipsfor brands within a category.
A survey of product, market, messageand media factors which produces an effectivefrequency for brand benchmarking and settingcommunication levels.
Defines the role of communication based onidentifying segmenting and targeting opportunitiesand their potential sources of volume.
Establishes and summarises the framework formedia strategy, translating marketing objectivesinto media options.
Estimates market reach and frequency based onpopulation, GRPs, weeks and target mobility. Foroutdoor, ambient and retail channels.
Prepares monthly lay-out of media phasingpriorities based on sales/audience and media costseasonality.
Contains templates for identifying KPIs andbenchmarking tracking communicationsperformance over time.
A suite of tools designed to assist the planner in setting communication goals, creating plans and delivering solutions.
gpsMapsBenchmarks for Budgeting
gpsPulseMarket Situation Audit
gpsRadarTarget Identification
gpsStarStrategy Framework
gpsMeterLocal Mobility RF Estimator
gpsPaceMedia Phasing Tool
gpsLogBookKey Performance Indicators
Seven easy steps to a better media plan & buy
Brand building, in four pillars from
differentiation through relevance,
through esteem,to knowledge.
Behavioural, functional and socio-economic
loyalty, driven by performance, treatment
and community feelings of consumers
Establishes and summarises the framework for
all components and channels for campaign
management
Visually shows the components of interest in a
real time environment
A suite of tools designed to provide the client
with the customer knowledge and insights
necessary to solve marketing problems.
Brand Asset ValuatorExamines how brands resonate
Brand Experience ScorecardExamines the nature of loyalty
9 Cell MatrixFramework to study campaigns
CRM DashboardVisual overview of current status
Four new ways to apply new insights to problems