seoro m3 presentation

8/6/2019 SEORO M3 Presentation

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Market Mix ModelingMarket Mix Modeling

Efficient Marketing andEfficient Marketing andAdvertising yields bottomAdvertising yields bottom--lineline

dollarsdollars

Market Mix ModelingMarket Mix Modeling

Efficient Marketing andEfficient Marketing andAdvertising yields bottomAdvertising yields bottom--lineline

dollarsdollars


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What is Market Mix Modeling?

A process that uses data, analysis and

technology to help companies plan,

measure, validate and optimize their

marketing spend

M3 Market Mix ModelingM3 Market Mix Modeling


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Why Market Mix Modeling?

New media, new markets, new demographics are creating greater

opportunities and greater challenges for marketers.

CEOs are demanding greater accountability of marketing spend.

The impact of multi-channel marketing is difficult to quantifyusing traditional reporting techniques.

Marketers are being asked to make choices regarding allocation

of scarce resources.

Assessing the relative ROI of these choices enables the marketerto make optimize activities and allocations of resources in order

to maximize sales, return and profitability.



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The Objectives of Market Mix Modeling

Identify and quantify sales, marketing and advertising activities

and spending that drive sales

Determine the impact of each activity on sales

Determine the ROI for each activityDetermine the optimal mix of media that will drive new

customer acquisition costs down while optimizing your total

return on customers

Establish a data driven process to monitor and track theeffectiveness of future sales, marketing and advertising activities



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Op

timize the Marketing Mix


Increase Marketing Effectiveness

Enable targeted marketing campaigns and a

tighter link with sales

Optimize Sales Performance

Identify which accounts to focus

on, with what programs and at

right time

Increase Customer Loyalty and Share

Provide benchmarking and interactive

portal / value add reports to B2B

customers and suppliers to share relevant

data

Ability to plan and execute campaignsbased on highly focused customertargets

Track results across all sales and

marketing activities across variousdimension and calculate ROI

Exception reportingability to identifyand act on unusual behavior

Drive strategic analysis to tactical level.i.e.Which partners should be offeredco-branded advertising?

Increase confidence in decisionsand underlying data

Provide benchmarks, trends andanalytical capabilities in amultidimensional format

Utilize predictive analytics touncover trends in customerbehavior

Interactive portal

Provide value-add data and information to customers and suppliers

Provide individualized/targeted customer portal with advertising

Accelerate market

share growth

Transform Marketing

Mix into an agile

vehicle used by the

organization to make

fast, fact-based decisions

Operational Efficiencies

Data Integration, cleansing, and

preparation automated and supportable

Automated Processes

Minimal ManualIntervention

Supportable


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ExampleAnalysis - Market Mix Modeling

Sample Product Market Mix Model - Analysis


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ExampleAnalysis - Market Mix Modeling

Base: 86.2% Base: 64.4%

Sales Drivers In Top Retailers(All data has been sanitized)

Base: 85.7%

20122012 20132013 20142014

Base Sales

(M)2,066 2,258 2,361

Incr. Sales (M) 176 627 738

Total Sales (M) 2,242 2,885 3,099

% change % change

+ 28.7%

+ 257%

+ 7.4%

+ 17.7%

+ 9.3% + 4.6%

+ 98.3%

- 37.0%

+ 63.3%

+ 48.4%

- 44.7%

+ 24.4%

% change 03/2014

Modeling Period:

Marketing driven

retail sales increased

18% in 2014.

Retailer Pr m ti ns

Acc unt Activities

PO

C nsumer PR

Print

V

3000 3861 4146

2824

77

3234 3408+14.51% +5.38%


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Are you Ready for Market Mix Modeling

Readiness Self Assessment

Assessment of Information: Analyze the information currently being collected and

understand if it will support providing the answers and activities desired

Assessment of Resources: Determine current state to support, and receive value from

the analysis. Are complementary resources and assistance available from third

parties. Assessment of Delivery Options: Market Mix Modeling can be delivered via

multiple delivery vehicles including outsourcing, Application Service Provider

(ASP), in-house supported.

Value Assessment: Analyze and quantify potential value of this solution.

Recommendations: Market Mix Modeling is an evolutionary process that maychallenge existing paradigms. Prepare a delivery model that recommends

measurable action that can be taken on the highest-value activities first. Deliver in

phases that support the addition of data elements to optimize models to end state

while ensuring that immediate actions delivery promised results.

Readiness Self Assessment

Assessment of Information: Analyze the information currently being collected and

understand if it will support providing the answers and activities desired

Assessment of Resources: Determine current state to support, and receive value from

the analysis. Are complementary resources and assistance available from third

parties. Assessment of Delivery Options: Market Mix Modeling can be delivered via

multiple delivery vehicles including outsourcing, Application Service Provider

(ASP), in-house supported.

Value Assessment: Analyze and quantify potential value of this solution.

Recommendations: Market Mix Modeling is an evolutionary process that maychallenge existing paradigms. Prepare a delivery model that recommends

measurable action that can be taken on the highest-value activities first. Deliver in

phases that support the addition of data elements to optimize models to end state

while ensuring that immediate actions delivery promised results.


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