A & P Advertising

Integrated Communications Solutions

LAM & Data Modelling

BACKGROUND: While at DraftFCB, this leading Australian Automotive company came to us in order to support a well known annual sale down turn period. Needing to support Dealer within their sales districts, we where asked to develop a programme to drive sales over this period. The channel chosen, Door Dropping, enabling localisation, coupled with an incentive offer.

INSIGHT: Taking Honda’s customer data base, we profiled them against PMP’s Mosaic group classification. This highlighted those CCD’s (200-220 household blocks) most likely to be similar to a Honda customer (‘Lookalikes’). Key target groups where A, B and E. Below is a post analysis of how each segment performed.

OUTCOME: The campaign preformed extremely well, with incremental sales in all key target groups vs the control group. In addition it was identified that ‘Group J’ should be upweighted in the following year’s campaign, as this showed a very index performance. The offer was seen as not strong enough, as a significant volume of sales occurred post the offer expiration date.

Return on investment 10.6 : 1

21/04/2009 Posted by | Case studies & previous work, Metrics | Leave a comment

You can’t manage what you can’t measure

A phrase I picked up while at Wunderman – Sounds a little obvious right, however time and time again at the end of a campaign, the question gets asked, ”So how did it go?” Often, lack of preplanning at the start of the campaign means no hard and fast targets are set and key metrics are not identified. It is little wonder then that there is no clear understanding of, what was the most effective channel, the best creative or most compelling offer to delivered the best return on investment.

Here is a key point however, ROI, does not always mean money. ROI should be based on what the objectives where. For example the automotive sector is nearly impossible to achieve a positive of return for the launch of a car. The campaign objects should be measured in awareness tracking, impact on the mother brand, enquiries and press feedback, as well as the all important ‘number of hits to the website’. Measure effectiveness is a complete entity, and although the ultimate goal is increase revenue, a holistic approach should be employed.

The online industry has reams of data available. If is the most instantly response trackable medium, and like Telemarketing activity, has the ability to understand, in real time, the effect of your campaign. However with everything driving to web these days, which channel delivered the volume?

Preplanning is the key, understanding what it is you want to measure to determine success. As a Chinese General once said ”Look at things that are far away closely, those things that are close at hand from a far”, ensuring you’re prepared for the future to effectively understand the outcomes.

Download the attached pdf to read more on best practice to Metrics Marketing.

08/04/2009 Posted by | Metrics | Leave a comment