Innovations in marketing effectiveness modelling bla (2)
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Thinking anew. Innovations in Media Mix Modeling.
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Transcript of Innovations in marketing effectiveness modelling bla (2)
Thinking anew. Innovations in Media Mix Modeling.
Synergistic Effects
Copy Quality Effects
Social Media Effect
Long Term Effects
Innovations: Multi-dimensional Media Measurement
Bottom Line Analytics is at the
forefront of innovations in media
measurement. We have developed
ways to measure media synergies,
copy quality, long term ad effects and
social media engagement.
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Measure long term advertising effects
Most advertising creates an initial short term lift in sales and a prolonged long term impact. This is generated through repeat purchase and customer loyalty.
Long Term Effect
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Media copy quality measurement
Media content and copy quality can be separated and measured. This has implications for design, content and message mix.
Copy effect can vary – understanding and measuring this is vital
Note: we can apply this technique to digital media also.
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Assess marketing synergies
Marketing synergies can be assessed through simultaneous activation of campaigns. The results of combined activation are always greater than the sum of the parts. This is a clear indication of synergies from running truly integrated marketing campaigns (IMCs)
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+31% +23%
+42%
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+28%
Print Media & Paid Search Synergies
Print Media & Online banners Synergies
Direct Mail & Email Synergies
Outdoor & Online Synergies
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We package our proprietary Semantic Engagement Index (SEITM) into a media mix model and monetise social media conversations.
Much like other marketing and media metrics, we can deconstruct the different elements of the SEI metric into the channels driving social engagement and brand sales. (Read more on Social Media ROI measurement.
Source: Nielsen BuzzMetrics data as of November 27, 2011
Social media driving consumer engagement and sales
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Michael Wolfe CEO, Bottom Line Analytics E: [email protected] M: 770.485.0270 www.bottomlineanalytics.com
Masood Akhtar Partner, Analytics (EMEA) E: [email protected] M: +44 7970 789 663 www.bottomlineanalytics.com
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