Situation/ Challenge
Our client was spending ~$1B on Marketing initiatives without clear understanding of, or accountability for, marketing performance. While ROMI modeling was not viable due to lack of quality data, the client desired to start to build a more ‘accountable’ culture by increasing visibility of current spend and deploying tools to measure ROI at the marketing activity level.
Approach
Identified initial opportunity areas/ hypothesis by comparing current Marketing investments with industry benchmarks and by identifying differences between brands and markets. Identified 6 key investment areas and created tools and processes to gauge success and enable market response simulation. Established integrated Marketing planning guidelines and measurement needs.
Results
A 15% opportunity for marketing spend optimization was identified, including agency fees, media buying, and production. Templates were imbedded in the Marketing planning process to define ROI objectives and program prioritization.
