My objectives Get you to rethink the value and
process of marketing and how you look at the measurement of marketing inputs .
Consider getting into the habit of measurement .
RANK AND IDENTIFY MOST IMPORTANT DRIVERS IN A CATEGORY OR CONSUMER GROUP
GREAT
BEER T
ASTE
AFFORDABLE
BEING T
ANZANIAN
RELAXES
AFT
ER W
ORK
PRID
E IN
COUNTR
Y
THIR
ST Q
UENCHIN
G
AVAILABLE
MAKES Y
OU BUZZ
BRINGS
ME TO
GETHER
WIT
H FRIE
NDS 0
10
20
30
40
50
60
70
80
90
QUANTIFY EACH OPPORTUNITY IN CONSUMPTION OR PURCHASE
VOLUME/BUSINESS OPPORTUNITY PER BUSINESS /CONSUMPTION DRIVER.
Execute VS each variable –Example Variable Execution Measure Reward
Affordable Price promotion Small packs
New users New frequency of use
10,000 Cases
Being Tanzanian Miss TZTaifa Stars Advertising
Post sponsorship research Post ad research
100,000 Cases
Relaxes After work Advertising Product placement
Tracking research 15,000 Cases
Thirst quenching Advertising Merchandising
Tracking research 100,000 Cases
Availability Weighted distribution @ + 70% at all key seasons
Distribution research
200,000 Cases
Brings me closer to friends
AdvertisingMerchandising
Post ad research Placement in social places
20,000 Cases
What is MMM XBased on historical data ,
companies are able to establish how each of the important variables affect business growth .
These models measure combinations of these variables and can attribute sales to how these variables work together.
J F M A M J J A S O N D
SALES50,00
05000
01000
04500
02500
02500
03500
05600
06500
03500
02000
04000
0
AD SOV 50% 50% 20% 10% 10% 10% 20% 40% 70% 50% 10% 10%
WEIGHTED DISTRIBUTION 70% 70% 60% 40% 20% 20% 50% 60% 60% 50% 30% 60%
INDEX OF SOV TO COMPETITION 1 1 1 1 1 1 1 0.5 0.5 0.3 0.4 0.7
INDEX OF DISTRIBUTION TO COMPETITION 0.5 0.5 0.6 1 0.7 0.3 0.7 1 1 0.6 0.3 0.2
VARIABLES AND CO RELATION
Return on objectives What is the cost vs benefits
attributed towards achieving an objective.◦Sampling ◦Awareness◦Trial
ROMI This measure attempts to
quantify the amount of additional revenue attributable to marketing efforts .
Incremental revenues attributable to marketing in Tshs * Contribution margin % - Marketing cost .
If you spend 100,000 and gain 500,000 in additional sales and you make an average of 60% margin then your ROMI is 60% x 500,000 = 300,000
Media ROI Establish your market Establish how many of them you
can reach on media without being wasteful.
Track message delivery .Track ROI.
Barriers to measurement Attitude of the business to
negative information.Cost of objective measures .Structural issues within the
business –Data collection not a defined area of work for any department .
Management culture of the business
Who is responsible for marketing measurement processes within your business ?
US Association of National Advertisers Poll
Informal grass roots efforts ; 24%
Marketing department ; 31%
Cross Functional Mgt ; 20%
Marketing and Finance only ;
17%
US companies
Key issues ◦Lack of alignment between
marketing and finance on ROI◦Lack of alignment of ROI goals with
company goals and strategies.◦Over half have no written ROI goals .
Getting started Attitude – Test and learn
Start with realistic and available information .
Encourage admission of errors and encourage non repeat .
Scale and add on new measures.
Online Media planning Setting up your campaign objectives? Like all campaigns, those that use
online need to be clear and tangible. (SMART)
A SIMPLE awareness objective could read – To raise awareness of our product – We aim to reach 100,000 of our target audience with a message introducing our new product in the first 2 weeks after launch
The decision Funnel
Target Sales /Engagements
How many consumers do I want to engage
00s
Target Clicks
What number of consumers must come to my website
000s
Target Impressions
What number of consumers must see my online ads
000,000s
Tools to measure digital media ROI are more immediate and diverse The technology platforms have
measurement in built .
Ease of data interpretation
Accountability
2010Objectives
Grow awareness for the 2010 fair in Nairobi
Optimise communication across all media at least cost
Leverage on PR services to communicate credibility and connect with moms.
Provide mothers with a reason to attend the fair by providing them with useful information
Seed the campaign to facilitate word of mouth communication in the target group.
Media SummaryPost buy –All women 24-34 Nairobi
TV:-
Reach 85%
AVF 3.1
Coverage 442,850
Print:-
Reach 17%
AVF 1
Coverage 88’570
Radio:-
Reach 8%
AVF 1.5
Coverage 41,680
Online:-
Impressions 8,849,023
Clicks 10,912
Click through Ratio 0.123
Street Banners (Traffic Counts not available)
Jogoo Road
Gigiri
Nyayo
Consolata shrines
Ngong RD Uchumi hyper
1,075,679
280,000
spend savings
MEDIA BUDGET SPEND AND SAVINGS
623,600
200,000.00174,979
80,405
163,000
5000
114,100
-
100,000
200,000
300,000
400,000
500,000
600,000
700,000
tv spend tv saving onlinespend
onlinesaving
streetbannerspend
streetbannersaving
print spend print saving
MEDIA
KE
NYA
N S
HIL
ING
S B
EFO
RE
TAX
ES
Lower savings as compared to last year because of exclusion of Radio and minimal print deployment.. TV offered lower discounts
Banner click through was optimised so as to remain within budget limits
BABY BANDA 2010 FACEBOOK STATS
644
1008
1363
1,606 1637
1890 1916 1932 19552020 2058
881
543
937 976
1179 1213 1225 12491321
1380
740
1129
1414
1812 1864
2269 2299 2308 23312401 2428
0 0 0 32
233 233321 362
429543 599
0 0 089
482
1462
17521826
2098
24822580
0 0 0 56
421
0 0 0 0 0 00 0 0 11 16 0 0 0 0 0 00 0 0 0 0 16 38 45 60 102 1160 0 0 0 0
421
721797
1080
1580
1751
-500
0
500
1000
1500
2000
2500
3000
SE 20 SE23 SE 27 OC 1 OC 3 OC 6 OC 7 OC 12 OC13 OC 15 OC 16
DATE
CU
MU
LA
TIV
E C
LIC
KS
are u a dad baby mun Nutrition Pregnant baby shower maternity show
need preg advise pregnancy advise 2 family fun day love ur self
MEDIA SPOT AND RATINGS
1 1 1
64 3 3
5 53 3
1 1
25
42.99
9
71.4
12
2 2
67.19
44
2
68.4
12.3
25
9
3
14
6
12
12
2
-10
0
10
20
30
40
50
60
70
80
fri sat sun mon tue wed thu fri sat sun mon tue wed thu fri sat sun
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17
DAY OF THE MONTH
SP
OT
S A
ND
RA
TIN
GS
TV SPOTS TV RATINGS RADIO SPOTS RADIO RATINGS PRINT SPOTS PRINT RATINGS
Media schedule compliance was at 95% with KTN rescheduling spots that were missed to later date with acceptable ratings.
PR enhanced the schedule through News items and print coverage that boosted the ratings of the media Schedule by approximately 30% of core target
ATTENDANCE
RTA, 4%
First Time, 78%
Repeat, 18%
N=2129 respondents
Aprox 5% of the Questionnaires were repeated and therefore counted only once
BABY BABNDA PREGNANCY AND BABY FAIR YEAR ON YEAR AWARENESS
39%
5% 6%
12%
25%
8%
0%
5%
38%
13%
8%9%
18%
10%
0%
3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
TV RAD PRINT WEB PEOPLE RD BAN OTHER POSTER
20010 2009
Despite addition 3 spots on TV we have only 1% increase in awareness through TV
Increase in online performance is as a result of face book content updates, newsletter broadcasts.
Increase in people (WOM)may also include the viral nature of news letter references, face book articles forwards.
Loss of awareness through Roadside Banners with increased sites may be due to clutter at banner areas
Online still remains the best return on investment at a conversion to budget ratio of 1.3 ie 16% budget investment giving 12% return.
Print effectiveness was greatly aided by pr vs cost
People, TV and online yields 75% awareness on media
People increased by 7% from last year by virtue of News letter, and facebook sharing of among facebookers
Online grew by 4% as a result of enhanced banner rotation to address demographics and psychographic.
TV remained largely the same at 1% growth despite additional spot adverts
MEDIA EXPOSURE
TV, 39%
RADIO, 5%
PRINT, 6%WEB, 12%
PEOPLE, 25%
BANNERS, 8%
POSTER, 5%
ONLINE, 16%TV, 58%
STREET BANNERS, 15%
PRINT, 11%
Spend budget proportions
FACEBOOK BABY BANDA PREGNANCY FAIR 2010
24%
14%
6%
2%
13%
18%
24%
19%
13%
5%
1%
16%
24%
22%
0%
5%
10%
15%
20%
25%
Are you a dad baby Nutrition ever has babyshower
family fun day love yourself meternity beautypageant
pregnant
BASE = 8,849,023 IMP 10,912 Clicks
%
impressions Clicks
0.099
0.109
0.121
0.083
0.151
0.1600.116
Unknown, 2%
Male, 29%
Female, 69%
baby shower
EVER HAD A BABY SHOWER DEMOGRAPHICS (599 CLICKS)
23%
38%
5%
1% 1% 1%
12%13%
4%
1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
18-24 25-34 35-44 45-54 55-64 65-100
AGE BANDS
%
Female Male
LOVE YOURSELF BANNER CLICK DEMOGRAPHICS (1751)
19%
32%
3%
1% 1% 1%
12%
20%
4%
1% 1% 1%
0%
5%
10%
15%
20%
25%
30%
35%
18-24 25-34 35-44 45-54 55-64 65-100
Female Male
unknown, 4%
female, 57%male, 39%
MATERNITY BEAUTY PAGEANT DEMOGRAPHICS (2580)
25%
36%
4%
2% 1% 2%
8%
12%
3%
1% 0% 1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
18-24 25-34 35-44 45-54 55-64 65-100
Female Male Unknown, 6%
Male, 25%
Female, 69%
ARE YOU A DAD? BANNER CLICK DEMOGRAPHICS (2058)
16%
22%
3%
0% 0%2%
13%
30%
7%
1% 1%1%
0%
5%
10%
15%
20%
25%
30%
35%
18-24 25-34 35-44 45-54 55-64 65-100
Female Male Unknown, 5%
Male, 52%
Female, 43%
ARE YOU PREGNANT BANNER CLICK DEMOGRAPHICS (2428)
20%
31%
5%
1% 1% 1%
12%
17%
4%
1%0%
1%
0%
5%
10%
15%
20%
25%
30%
35%
18-24 25-34 35-44 45-54 55-64 65-100
Female Male
Male, 35%
Female, 59%
Unknown, 6%
BABY AND MUM NUTRITION CLICK DEMOGRAPHICS (1380)
19%
45%
5%
2% 1%2%
6%
11%
2%0% 0% 0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
18-24 25-34 35-44 45-54 55-64 65-100
Female Male
Unknown , 5%
Male, 21%
Female, 74%
TOTAL NEWS PERFORMANCE 96%
23%
19%
4%
36%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
delivered opened clicked forwarded forwarded & opened
delivered news letters opened news letters Number of times opened clicked links forwarded news letters forwarded & openWEEK 1 (822) 809 185 255 28 20 6WEEK 2 (905) 817 166 240 32 3 2WEEK 3 (920) 905 227 320 48 2 1
Baby Banda News Letter
There were approximately 10 complaints out of 571 newsletter opened.
Aprox 40% of newsletters opened, were opened twice. Showing that the content was engaging.
19% of the news letters opened supplied extra info through links that were clicked on
39% of the news letters that were forwarded, between recipients were opened
learning's TV:-
Additional 3 spots yielded 1% increase in awareness in comparison to last year’s schedule. Therefore need to maintain tight ROI on spot buying.PR:- Pr yielded coverage equivalent to 30% of exposure on TV
radio and Print at competitive rates (not Solus), and may be an avenue to explore in raising the profile of the fair.
ROAD BANNERS:- Despite three extra sites, banner awareness fell by 2% from
last year, indicating that traffic may be substantially lower towards the mid of the month rather than the end of the month.
Time may be saved buy separating printing works from banner hosting solution providers, when dealing with small providers.
Online:- Online contribution to awareness improved by 4%( with
improved our face book page likes, 300%) because of relevant useful content updates, longer online advertising, and newsletter broadcasts.
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