This document summarizes a marketing analytics platform called Penetrace that provides tools for advertisers to measure, benchmark, and optimize their marketing campaigns. It offers campaign monitoring dashboards to analyze short-term campaign effects, brand monitoring dashboards to analyze long-term brand metrics, and a personal performance monitor. The platform provides a centralized database for industry benchmarks, best practices, and customizable dashboards. It aims to help advertisers make more data-driven marketing decisions, predict results, and maximize return on marketing investments.
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Penetrace Increasing Roi On Marketing Investments
1. Så har du kontroll över kampanjeffekten
Frukostklubben / 17. november 2009
Penetrace AS ved Henning Tunsli
+47 92803069
henning@penetrace.com
2. “Why shouldn´t we cut 20%
off your marketing budget next year?”
Facts or visdom?
3. The survey
report is
ready! The sales
report is
ready!
Problem with search
No benchmarks
Time consuming reporting
The ratings
from TV3 is Useless for statistical analyses
ready!
The web
report is
ready!
4. Internet Retailer IT Shopping Mall Giant
Penetrace is built by six advertisers in:
2006
They wanted to increase ROI
Telecom Retailer Farmacy
Finance & Insurance Retailer Food
4
5. Let’s build a marketing learning tool!
For Maximum Return on Marketing Investments
A learning tool
A benchmark tool
A decision tool
A monitor
6. Ground Zero in Marketing
Models?
Prediction?
Data?
ROMI?
Long vs. short term?
Objectives?
3
ROCI?
Benchmarking? ROMI Optimization
Campaign prediction
Multimedia? 2
Brand equity prediction
Brand Learning
1 Benchmark brands
Long term effects
Campaign Learning
Benchmark campaigns
Short term effects
6
7. Central KPI database Industry benchmarks
Media Channel Benchmarks (multimedia, singlemedia, online/offline, mass/direct)
Best Practice Forums
WEB BASED ACCESS
ACCESS CONTROL BY BRAND OWNER
ONLINE CREATION AND MAINTENANCE OF:
Corporate
Brand Strategy (Brand Positioning Statement, Values, Associations)
Performance report (Key Performance Indicators on Brand and Products)
EVERY BUSINESS UNIT CAN EASILY:
Create, store and edit Campaigns
Read and learn with Local Dashboards
Align market settings, like Customer Segments, Competitors
Upload any Nationally Created Document and / or Marketing Material
Norway Sweden Denmark Finland UK France
9. Campaign Learning
•Key learning points
* Comments
* Score
•Results (what happened?)
* Sales
* Word of mouth in social media
* Web traffic
* Call traffic
* ROCI
•Customer perception (why did it happen?)
* Recall
* Involvement
* Motivation
* Intentions and preference
•Contextual issues (why did it happen?)
•Campaign objectives
•Campaign description
Perception surveys are mostly web-based (CAWI)
where data is gathered by a traditional research
Penetrace Campaign Monitor. instructions.
agency based on Penetrace Copyright 2009 Penetrace AS
10. Campaign Evaluation Data
Why?
Perception Data
Why?
Context Data
What?
Effect Data
What?
My Campaigns
A complete arhcive
Cross countries
Available now
10
11. Benchmarking
VS
Campaign 1 Campaign 2
Same product/brand
Average 1
Same category
Average 2
Region X
Average 3
A complete arhcive
Cross countries
Available now
11
16. Efficient data supply = Lower costs!
No meetings! Just order, watch and learn!
No discussion! No meetings!
No PowerPoint reporting! One click view!
Direct import!
17. 1. Describe and order
No meetings! Just order, watch and learn!
No discussion! No meetings!
No PowerPoint reporting! One click view!
Direct import!
18. 2. Evaluate and comment
No meetings! Just order, watch and learn!
No discussion! No meetings!
No PowerPoint reporting! One click view!
Direct import!
19. Ground Zero in Marketing
Models?
Prediction?
Data?
ROMI?
Long vs. short term?
Objectives?
3
ROCI?
Benchmarking? ROMI Optimization
Campaign prediction
Multimedia? 2
Brand equity prediction
Brand Learning
1 Benchmark brands
Long term effects
Campaign Learning
Benchmark campaigns
Short term effects
19
20. Brand Learning
•Key learning points
* Comments
* Score
•Customer perception
* Recall
* Share of Heart
* Share of Mind
* Share of Wallet
•Contextual issues
•Results
* Sales
* Word of mouth in social media
* Web traffic
* Call traffic
* ROMI
•Branderobjectives utført
Målinger oftest webmålinger (CAWI)
av Norstat med fra 50-100 intervjuer per uke.
Penetrace Campaign Monitor. Copyright 2009 Penetrace AS 20
24. Campaign Monitor Brand Monitor Penelytics
benchmark campaigns benchmark brands/regions/markets personal performance moniotor
short term effects long term effects ROMI indicators
My Campaigns
My Campaigns
Effect Data Survey Data Context Data
24
25. Ground Zero in Marketing
Models?
Prediction?
Data?
ROMI
Long vs. short term
Objectives
3
ROCI
Benchmarking ROMI Optimization
Multimedia Ok 2
Campaign prediction
Brand equity prediction
Brand Learning
Ok 1 Benchmark brands
Long term effects
Campaign Learning
Benchmark campaigns
Short term effects
25
26. Medlemmer av SvA får Campagin Monitor for SEK 1/mnd.
Penelytics
(campaign prediction room)
Campaign Campaign Brand Monitor Campaign Brand Monitor Simulator
Monitor Monitor (brand development
dashboard) Monitor (brand development
dashboard)
(campaign prediction room)
(campaign effect (campaign effect (campaign effect
dashboard) dashboard) dashboard)
Campaign Library Campaign Library Campaign Library Campaign Library
(a complete archive of all campaigns) (a complete archive of all campaigns) (a complete archive of all campaigns) (a complete archive of all campaigns)
BASIC - SEK 1/month** HOLISTIC COMPLETE SIMULATOR
Unlimited amount of campaign registrations and unlimited amount of users. All prices are exclusive VAT and covers one brand in one country. Set-up is priced seperately.
** The price is conditioned that the client purchases minimum 3 ad-surveys (post) per year from Penetrace at approximately SEK 45 000 (CAWI /500 interviews / >80% penetration). 26
27. Why Do Some Advertisers Pay Less for More...?
27
28. 1 They gather data systemacially - owning the data
2 They always calculate and discuss ROI
3 They act on facts - faster!
28
29. Takk for meg!
Henning Tunsli
+47 92803069
henning@penetrace.com