Integrates brand track scores with sales in a marketing mix modelling based technique. Optimizes media usage to longer term brand equity growth as opposed to only sales.

1. 1
Media Investment Management
Mind Measure Planner
New Developments in Measurement and Analytics

2. 2
Mind Measure Planner
ANSWERING KEY BUSINESS QUESTIONS LIKE …
IDENTIFYING THE
KEY MIND MEASURE
TO FOCUS ON
• Which mind measure
• metric to focus?
• Impact of media on key KPI?
MANAGING THE
PORTFOLIO
• Optimal mix
• accounting for
• Halo
• Cannibalization
HOW MUCH TO
INVEST?
• Aggregate TARPs per
month to be deployed
• How much in digital?
HOW TO DEPLOY
MEDIA ?
• Optimal levels of exposure
• Deployment on TV - Genres
/Channels , Digital vehicles
• Scheduling strategy
1 2
34
MEDIA INSIGHT MODELLING

3. 3
Media Investment Management (MIM) Architecture
Stage 1 Stage 2
Top of Mind
Consideration
Unaided Brand
Awareness
TV
OOH
Radio
Competition
Brand sales
Print
Genre 1
Creative 1
Channel 1
Duration 1
Prime Time
Satellite
Non Prime Time
Genre 2
Creative 2
Channel 2
Duration 2
Terrestrial
Digital

4. 4
First ever Media Insight Modeling for Mind
measure Planner Insights for optimal GRPs,
frequency, reach, journals, type of ads…
Focus more on
Prime Time
Where to deploy
at Program
Level
Where to deploy at
Creative Level ?
Head of Marketing
“This is a project
completely changing
the way we approach
our key categories in
our market“
Media Insight Modelling CPG Category

5. 5
Brand under consideration was suffering on salience
vs competition over the years
Mind Measure 1 Mind Measure 2
Source:
Track data
38 38
4547 48
44
2011.5 2012.5 2013.5 2014.5
Competiton Brand Under Consideration
2012 2013 2014
85
82
86
87 87
81
2011.5 2012.5 2013.5 2014.5
Competiton Brand Under Consideration
2012 2013 2014

6. 6
This was happening even when it maintained very
competitive media presence
SOV/SOM Ratio
2013 2014
1.2 1.1
1.3 1.4
Source: Track &Media data
Brand Under
Consideration
Competition
37
27
34
30
Brand Under Consideration Competiton
Share of Voice (%)
FY-13 FY-14

7. 7
0
5
10
15
20
25
30
0 1000 2000 3000 4000
Mindmeasure
TV GRP
TV response on mindmeasure
Weaker response for brand under consideration on
mindmeasure
Brand under consideration Competition
0
20
40
60
80
100
120
140
0 1000 2000 3000 4000MindMeasure
TV GRP
Diminishing Returns TARP
Range: 1700 - 1900
Diminishing Returns TARP
Range: 1000 - 1200
The current TV mix strategy not helping brand in consideration to generate a healthy
response function: Opportunity to move to a healthy response function through TV
strategy shift- Re look at Satellite strategy, time slot, genre and channels mix

8. 8
The power of satellite over terrestrial
Brand under consideration deployment skew more towards terrestrial - low effectiveness
Move towards more satellite focus strategy
Allocation mix between PT and NPT is the next important strategy driver
53%
47%
29%
71%
Terrestrial TV
Satellite TV
Brand under consideration: Impact vs
Deployment
Impact % Deployment %
0.5
1.5
Terrestrial TV
Satellite TV
Brand under consideration:
Effectiveness Index
47%
53%
35%
65%
Terrestrial TV
Satellite TV
Competition: Impact vs Deployment
Impact % Deployment %
0.7
1.2
Terrestrial TV
Satellite TV
Competition: Effectiveness Index

9. 9
The power of non prime time over primetime
The effectiveness from Non Prime Time is much higher than Prime Time-
Strategy more skewed towards Non Prime Time for the future - Since there
exist cost differential between Prime Time and Non Prime Time, mix
decision to be taken by building the cost factor
26%
74%
8%
92%
Brand under consideration overall
PT TV
Brand under consideration overall
NPT TV
Brand under consideration: Impact vs
Deployment
Impact % Deployment %
13%
87%
9%
91%
Competition overall PT TV
Competition overall NPT TV
Competition: Impact vs Deployment
Impact % Deployment %
0.31
1.24
Brand under consideration
overall PT TV
Brand under consideration
overall NPT TV
Brand under consideration:
Effectiveness Index
0.7
1.04
Competition overall PT TV
Competition overall NPT TV
Competition: Effectiveness Index

10. 10
Reallocating resources towards Non Prime Time lifts
the Mind measure score
-40000
-30000
-20000
-10000
0
10000
20000
30000
40000
• Overall increase in
Mindmeasure is +3%
Prime Time
-29,388('00 Euros)
(-25%)
Non - Prime Time
-29,388('00 Euros)
(+12%)
ChangeinSpends(‘00Euros)

11. 11
TV Genre impact on mind measure
Soap Opera & Drama are the high impact genres
Movies, Magazine, Sitcom, Sports, Reality and Variety have a high Efficiency Index –
implying opportunity for more deployment

12. 12
3600
Media Convergence

13. 13
TV
Internet
Radio
Print
Search
TV
Digital
Music
Channel
Radio
Print
Mobile
Web Site
Facebook
Banner
Twitter
Store - POCs
OTV
Premium
Channel
MOBILE
Paid Owned and Earned World Converging
around the Consumer

14. 14
Traditional analytics measure the impact of
paid (and sometimes owned) media on a
business metric
ONE VIEW TM measures the interactions between
paid, owned and earned media, including their
direct and indirect impact on business results
Measurement to account for changing media
landscape and consumer behavior

15. 15
Benefits
Creative and design decisions
1. Fuelled by data it uncovers direct and
indirect drivers of business performance
2. Helps to understand how content flows through the
experience network
Budget Decisions
1. Scenario planning to determine ‘How much’
2. It gives benchmarks for activities, and allows us to
optimize investment across the portfolio
3. Factoring the dynamics -On going monitoring

16. 16
Direct and Indirect Influence of Media Connect Points
16

17. 17
ONE VIEW TM – Multimedia Resource Allocation for
greater effectiveness
17
Anopportunity exists toreduce TVdeployment and increase deployment inother digital activities
-0.5
1.5
3.5
5.5
7.5
9.5
11.5
13.5
15.5
17.5
19.5
%ChangeinMindMeasure
Lift Chart
-3676 (Euros)
(-10%)
+5 (Euros)
(+0.003%)
+2 (Euros)
(+0.002%)
+9 (Euros)
(+0.01%)
+3 (Euros)
(+0.01%)
+2926
(Euros)
(+25%)
+3746
(Euros)
(+25%)
+16182
(Euros)
(+25%)
-102621
(Euros)
(-10%)
+83424
(Euros)
(+25%)
Search
Clicks:
-0.2%
Imho
Views:
+0.00009%
Mail Views:
+0.00008%
YT Views:
+0.00003%
STS
Views:
+0.0001%
FB
Comments:
+0.04%
VK
Comments:
+2.2%
Mobile
Clicks:
+2.6%
TV:
+4.6%
Display
clicks:
+8.4%
Overall Lift in Sales : +1.9%
(171.3 K Euros)
Overall lift insales is shownhere .Shifting money from TV andSearchClickstowards VK
Comments, FBComments, MobileClicks,andDisplayBanner Clicks

18. 18
Store Display
Brand Total
Sales vol.
Direct Contribution to sales
Mobile
Spends
Club
Members
TV
GRP
Digital
Spends
Trade
Promotion
OOH
Spends
Website
Unique
Visitors
1%
1%
2%
3%
2%
12%
23% 16%
Indirect Contribution to sales
Magazine
Spend
Social
Spends
FB page
Engaged
Users
Store
Ads
18
%
3%
2%
7%6%
37
%
9%
2%
3%
Paid
Owned
Earned
ONE VIEW TM
Media Contribution, Direct and Indirect

19. 19
Recommendations driving improvement in KPI!
Source Track and Media Data
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14
Jul-14
Aug-14
Sep-14
Oct-14
Nov-14
Dec-14
Jan-15
Feb-15
Mar-15
Apr-15
May-15
Jun-15
Jul-15
Aug-15
Sep-15
Brand under consideration
First intervention
basis analysis
and MMM
Further tweak
in media
strategy
Full
implementation
of MIM
Mind Measure

20. 20
Bangalore, IN Office:
No. 141, 2nd Cross,2nd Main,
Domlur,2nd Stage, Bangalore560071
Phone:+91 80 40917572, +91 80 40916116
info@therainman.com
Contact Us US Office:
Suite 100, 1780 Chadds Lake Dr, NE
Marietta, Georgia, 30068-1608
Atlanta, USA
info@bottomlineanalytics.com