1. m e n!
lk om
Ve
ROMI
frokost
En uformell tenketank Kvartalsvis møte
torsdag 25. november 2010
2. Kreativitet og ROI
ROCI = ROMI?
Break Through Index
ROMI ROI simulering:
Lenskold’s breakfast Et prosjekt
ROI Scenarios eller et nyttig
verktøy?
Uformell møteplass Kvartalsvis tenketank
torsdag 25. november 2010
3. Dagens innledere
ROMI t
Lenskold’s Scenario Planning
av Henning Tunsli
a kfas
bre
Effekten av kundenær reklame
k tank
Quart
erly thin
av Sturla Hammer
pired
be ins
Sha re and
torsdag 25. november 2010
4. Målsetning
Bransjesnitt Vårt snitt Relevante snitt skiller dårlige fra bra kampanjer
Hele teamet ser på samme fakta
Et komplett bibliotek av kampanjer
Billigere data
Campaign Monitor
3
ROMI Optimization
2
Trend Learning
1
Campaign Learning
torsdag 25. november 2010
5. Målsetning
Bransjesnitt Vårt snitt > 1 200 kampanjemålinger
> 100 merkeområder
> Norge, Sverige og Danmark
Campaign Monitor
3
ROMI Optimization
2
Trend Learning
1
Campaign Learning
torsdag 25. november 2010
6. FORUM MINE MERKEVARER
HJELP PENELYTICS
Campaign Library BRAND X NORWAY
Trend Monitor Trend Monitor (McC (DEMO)
ann) Our Experience Administrasjon
Trend Monitor
Overview Brand reports Campaign reports
Social Media Details
Edit charts
Filter Dato: 06.12.2009 - 17.11.2010
The Big Picture
Følg med på sammenhenger - årsak vs. virkning
50 %
70 000' Skriv en kommentar...
40 %
60 000' Kommentaren gjelder
for: 02.06.2010
Henning Tunsli The
50 000' May campaign gave us
30 % significant increase in a
sales. The campaign
has
Stopp eller gi gass i tide - overvåk driverne for salg
the same marketing mate
rial, but we added Direc
40 000' Mail as a media chan t
nel in May.
20 % 23.09.2010
30 000'
Kommenter
10 % 20 000' Vis alle kommentarer
10 000'
0%
Gjør om kjedelige grafer til en historie - slik gikk det
Jan Mar May Jul 0
Sep Nov
[x] Uhjulpet oppmerkso
mhet: [x] Sales
Brand X
Skala 0-20400000 [x] Normline sales
Enhet %
Enhet NOK Skala 0-14450000
Aggregert periode
Uke Akse Bytt Enhet NOK
Rullerende snitt 4
Sales Channel: Custo Akse Bytt
Akse Bytt mer
Service Center Sales Channel: Custo
mer
Spar timevis av arbeid med rapportering
Product: BrandX - Bil Service Center
X Product: BrandX - Bil
X
Buzz about Price and
Customer Service
125
Skriv en kommentar...
100
Kommentaren gjelder
for: 18.02.2010
Henning Tunsli The
february campaign
75 generated a lot of Price
-talk on Facebook
particularly.
10.11.2010
50
Kommenter
Vis alle kommentarer
25
0
Jan Mar
3
May Jul Sep Nov
[x] Buzz
Skala 0-99 [x] Buzz
Enhet Antall Skala 0-9
Akse Bytt Enhet Antall
ROMI Optimization
Entity: Telenor Akse Bytt
Source: Blogs Norw Entity: Telenor
ay Daily, Facebook
Daily, Forums Norw Norwegian Source: Blogs Norw
ay Daily, Twitter Norw ay Daily, Facebook
Daily egian Norwegian Daily, Forum
s Norway Daily, Twitt
Topic : Kundeservice Norwegian Daily er
2
Topic : Pris
Trend Monitor Trend Learning
1
Campaign Learning
torsdag 25. november 2010
7. Følg med på sammenhenger - årsak vs. virkning
Sammenlign merkevarer, avdelinger, land, etc.
Din personlige monitor
Penelytics
3
ROMI Optimization
2
Trend Learning
1
Campaign Learning
torsdag 25. november 2010
9. Brand Area
Campaign Scenarios
Value
Product Value
Customer Segment Value
Time scope From To
Campaign 1 Campaign 2 Campaign 3
Similar campaigns:
Campaign Expenses Campaign Expenses
Campaign Expenses Campaign Development Value Campaign Development Value
Campaign Development Value
Media Spending 1 Value Media Spending 1 Value
Media Spending 1 Value
Media Spending 2 Value Media Spending 2 Value
Media Spending 2 Value
Media Spending 3 Value Media Spending 3 Value
Media Spending 3 Value
Evaluation Value Evaluation Value
Evaluation Value
Offers/Incentives/Disc. Value Offers/Incentives/Disc. Value
Offers/Incentives/Disc. Value
Total Investment Value Show similar campaigns Total Investment Value Show similar campaigns
Total Investment Value Show similar campaigns
Marketing Impact Marketing performance:
Historic Impact Marketing Impact
Target Reached Quantity Av. Top Low i Target Reached
Average Top Quantity Low
Av. Top Low ii Target Reached Quantity Av. Top Low i
Funnel 1 % Quantity Av. Top Low i Funnel 1
Average % Top Quantity Low
Av. Top Low ii Funnel 1 % Quantity Av. Top Low i
Funnel 2 % Quantity Av. Top Low i Funnel 2
Average % Top Quantity
Low
Av. Top Low ii Funnel 2 % Quantity Av. Top Low i
Funnel 3 % Quantity Av. Top Low i Funnel 3
Average % Top Quantity
Low
Av. Top Low ii Funnel 3 % Quantity Av. Top Low i
Funnel 4 % Quantity Av. Top Low i Funnel 4
Average % Top Quantity
Low
Av. Top Low ii Funnel 4 % Quantity Av. Top Low i
Incremental Sales Quantity Av. Top Low i Incremental Sales
Average Top Quantity Low
Av. Top Low ii Incremental Sales Quantity Av. Top Low i
Av. Gross Margin % Av. Gross Margin % Av. Gross Margin %
Profit from Inc. Sales Value Profit from Inc. Sales Value Profit from Inc. Sales Value
Cost per Sale Value Cost per Sale Value Cost per Sale Value
Other Costs Value Other Costs Value Other Costs Value
Incr. Gross Margin Value Av. Top Low i Incr. Gross Margin Value Av. Top Low i Incr. Gross Margin Value Av. Top Low i
ROI % Av. Top Low i ROI % Av. Top Low i ROI % Av. Top Low i
torsdag 25. november 2010
10. Brand Area
Campaign Scenarios
Value
Product Value
Customer Segment Value
Time scope From To
Campaign 1 Campaign 2 Campaign 3
Campaign Expenses Campaign Expenses
Campaign Development 2 200 000 Campaign Development ??
Media Print 2 000 000 Media Print ??
Media Web 1 200 000 Media Web ??
Media Direct Mail 800 000 Media Direct Mail ??
Instore Dealer 40 000 Instore Dealer ??
Offers/Incentives/Disc. 100 000 Offers/Incentives/Disc. ??
Total Investment 6 340 000 Show similar campaigns Total Investment ??
Marketing Impact Av. Top Low Marketing Impact
Target Reached 1 200 000 2,5’’ 2,9’’ 1,5’’ i Target Reached ??
Target Consider 5 500 4’ 8’ 2’ i Target Consider ??
Test drive order # 550 500 800 200 i Test drive order # ??
Test drives # 500 450. 600 100 i Test drives # ??
Proposals # 400 350 550 50 i Proposals # ??
Contracts # 220 200 500 40 i Contracts # ??
Incremental Sales 150 180 420 38 i Incremental Sales ??
Av. Gross Margin 30’ Av. Gross Margin 30
Profit from Inc. Sales 4 500 000 Profit from Inc. Sales ??
Cost per Sale 20’ Cost per Sale 20’
Other Costs 6’ Other Costs 6’
Incr. Gross Margin 600 000 420’’ 985 0 i Incr. Gross Margin ??
ROI 9% 20% 40% 0 i ROI ??%
torsdag 25. november 2010
11. Brand Area
Campaign Scenarios
Value
Product Value
Customer Segment Value
Time scope From To
Campaign 1 Campaign 2 Campaign 3
Campaign Expenses Campaign Expenses
Campaign Development 2 200 000 Campaign Development 2 200 000
Media Print 2 000 000 Media Print 2 000 000
Media Web 1 200 000 Media Web 1 200 000
Media Direct Mail 800 000 Media Direct Mail 1 500 000
Instore Dealer 40 000 Instore Dealer 40 000
Offers/Incentives/Disc. 100 000 Offers/Incentives/Disc. 100 000
Total Investment 6 340 000 Show similar campaigns Total Investment 7 040 000
Marketing Impact Av. Top Low Marketing Impact
Target Reached 1 200 000 2,5’’ 2,9’’ 1,5’’ i Target Reached 1 200 000
Target Consider 5 500 4’ 8’ 2’ i Target Consider 7 000
Test drive order # 550 500 800 200 i Test drive order # 700
Test drives # 500 450. 600 100 i Test drives # 650
Proposals # 400 350 550 50 i Proposals # 500
Contracts # 220 200 500 40 i Contracts # 350
Incremental Sales 150 180 420 38 i Incremental Sales 330
Av. Gross Margin 30’ Av. Gross Margin 30’
Profit from Inc. Sales 4 500 000 Profit from Inc. Sales 9 900 000
Cost per Sale 20’ Cost per Sale 20’
Other Costs 6’ Other Costs 6’
Incr. Gross Margin 600 000 420’’ 985 0 i Incr. Gross Margin 1 320 000
ROI 9% 20% 40% 0 i ROI 18%
torsdag 25. november 2010
12. Bruk din empiri til å lage et effekt scenario
Vurder enkelt konsekvensen av alternativer
Sjekk om scenariet var riktig og lær av det
3
Effect Scenario
ROMI Optimization
2
Trend Learning
1
Campaign Learning
torsdag 25. november 2010
13. ROMI t
Campaign Scenario Planning
av Henning Tunsli
a kfas
bre
Effekten av kundenær reklame
k tank
Quart
erly thin
av Sturla Hammer
pired
be ins
Sha re and
Se eget
dokument
torsdag 25. november 2010
14. n å!
f or
T a kk
ROMI
frokost
En uformell møteplass Kvartalsvis møte
torsdag 25. november 2010
15. www.penetrace.com
Penetrace AS, CEO Henning Tunsli
+47 47926600 | contact@penetrace.com
www.penetrace.com
torsdag 25. november 2010
