Ozana Jurković’s professional experience includes a variety of leading multinational companies, such as Henkel, AC Nielsen, a global market research company, where she held one of the top positions and was responsible for two countries, and Styria, one of the largest regional media houses, where she operated as a media consultant. Due to her analytical skills she is one of the top 8 percent business professionals worldwide. Her approach to work is very practical and client focused, that’s why she is considered trustworthy by large global companies, such as Unilever, Gillete, Kraft and many others. www.sempl.si

1. Challenges of modern
marketing:
The Importance of Analyses
Analiza pripremljena za klijenta: SEMPL 13
Analiza namijenjena isključivo za klijentovu internu uporabu Page  1 www.analiza360.hr

2. ANALIZA 360
jednostavno do odluke
ANALIZA 360
Brojevi : Analize : Argumenti :
www.analiza360.hr

3. • market conditions getting
tougher and tougher
...and it’s getting tougher if you are not
market leader
Analiza pripremljena za klijenta: SEMPL 13
Analiza namijenjena isključivo za klijentovu internu uporabu Page  3 www.analiza360.hr

4. What keeps you up at night...?
Advertisers Agencies Media
? ? ?
Analiza pripremljena za klijenta: SEMPL 13
Analiza namijenjena isključivo za klijentovu internu uporabu Page  4 www.analiza360.hr

5. Market conditions get tougher and tougher
media
fragmentation
# of
consumers
- 3,1% appearance of
new brands
purchasing
power
# 27. -> #31.
more
commercials
+106.000 +22%
Analiza pripremljena za klijenta: SEMPL 13
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6. Market conditions get tougher and tougher
what does it mean for advertisers, agencies and media?
2008 2012
Analiza pripremljena za klijenta: SEMPL 13
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7. How data and analysis can help?
fact based decision support
Analiza pripremljena za klijenta: SEMPL 13
Analiza namijenjena isključivo za klijentovu internu uporabu Page  7 www.analiza360.hr

8. Advertising Week 2011, New York City
THE HOLY GRAIL OF MARKETING
MEASURING THE
TRUE VALUE OF A NEW THINKERS ...
FACEBOOK FAN ... NEW THINKING
INSIDE THE FUTURE
CONNECTING WITH
SOCIAL, LOCAL OF TV AND VIDEO
CONSUMERS
AND MOBILE -
ANYWHERE, ANYTI
IGNITING
THE NEXT 9 YEARS ME
INNOVATION
What data are behind?
Analiza pripremljena za klijenta: SEMPL 13
Analiza namijenjena isključivo za klijentovu internu uporabu Page  8 www.analiza360.hr

9. Loyalty – other name for making friendships
Getting to know other person - „consumer”
What he/she likes / dislikes?
How he/she is thinking?
Who are his/her other friends?
More listening, than talking
Real life friendship Marketing
one - to - one one - to - many
Analiza pripremljena za klijenta: SEMPL 13
Analiza namijenjena isključivo za klijentovu internu uporabu Page  9 www.analiza360.hr

10. How to get to know my consumer?
...but we should not forget to get to know also
other consumers on the market
Service
oriented FMCG
sectors
? InHouse
data
Market research
data
Consumer Intelligence
Analiza pripremljena za klijenta: SEMPL 13
Analiza namijenjena isključivo za klijentovu internu uporabu Page  10 www.analiza360.hr

11. Four ways to grow your business
there might be easer way than to get competitive users...
Total population
1. Consumers aquisition
• Competitive switch
• Category expansion
Potential users + users of (new users)
complimentary
categories
2. Selling more to existing
Current category users
consumers
3. Consolidate consumers
cross portfolio
4. Right consumer profile
(optional)
Our Users of competitive
consumers brands
Analiza pripremljena za klijenta: SEMPL 13
Analiza namijenjena isključivo za klijentovu internu uporabu Page  11 www.analiza360.hr

12. Case study - example
?
Dodatak:
Brand X – rast kroz objedinjavanje potrošača
Naznake ponašanja potrošača dovele su do dodatne analize
koja pokazuje da osim akvizicije novih potrošača, velika zona
Korisnici kategorije za rast Branda X leži i u objedinjavanju već postojećih
potrošača.
Naime umjesto skupog ulaganja u nove potrošače,
Korisnici bilo kojeg Brand X
proizvoda u kategoriji... motivacija postojećih da i drugi proizvodi koje koriste budu iz
Brand X porodice, može predstavljati značajnu zonu rasta
Npr. piju Cappuccino
...no piju konkurentske proizvode
Category Piju
Piju Piju Piju 2u1,3u1,
Piju Piju Classic kavu, Piju Piju
users
piju Instant kavu
Brand X
Cappuccino,
ali NE
Franck ali NEVelikiFranck Gold NE za rast
potencijal
ali
kavu,
Franck
ali NE
Franck 2u1,
Cappuccino Classic Franck Gold 2u1, 3u1
ili Cappucino Brand X
Classic +55% više korisnika
Franck Gold 3u1
Category Users 1.537.000 860.000 661.000 374.000 594.000
Brand X ukupno 487.000 141.000 140.000
Kako do njih? 90.000 125.000
Café Cappuccino 253.000 104.000 51.000 75.000 30.000 71.000 90.000
npr. paketiranje proizvoda
Café Classic 188.000 104.000 41.000 96.000 24.000 58.000 64.000
Café Gold 152.000 46.000
75.000 96.000
Koji28.000proizvoda daje najveći
tip 54.000 49.000
Café 2u1, 3u1 191.000 71.000 84.000 58.000 82.000
potencijal? 54.000 55.000
Source: BRANDpuls, Hrvatska 2010, Target: Users , potrošači koji su u zadnjih 6mjeseci pili instant kavu i cappuccino = 100%
Analiza pripremljena za klijenta: Brand X.
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Analiza pripremljena za klijenta: SEMPL 13
Analiza namijenjena isključivo za klijentovu internu uporabu Page  12 www.analiza360.hr

13. Important to know
Do you have right perspective on the market? we
competitor
How consumers perceive focus on wrong
you...? things...
- - performance ++
...instead
of
closing
serious
gaps
...and how they perceive
content package
your competitors?
- - importance ++
Analiza pripremljena za klijenta: SEMPL 13
Analiza namijenjena isključivo za klijentovu internu uporabu Page  13 www.analiza360.hr

14. How to chose right tool?
Metrics for each phase of marketing cycle
Customer satisfaction
Would you recommed to a friend or colleague?
Loyalty
• Repeat purchases Awareness
• Churn rate • Unaided and aided awareness
• Attendees of events
Trial
• Sales revenue
• Lead conversion Evaluation
• Product preferences
• Product info downloads
• Leads, Test-drives
Source Data driven Marketing, Jeffery Mark, Kellogg School of Management
Analiza pripremljena za klijenta: SEMPL 13
Analiza namijenjena isključivo za klijentovu internu uporabu Page  14 www.analiza360.hr

15. New challenges of marketing
What Chief Marketing Officers should know?
Global IBM research conducted in 64 countries and over 1.700 CMO
2/3
..of CMO consider that main
criteria for evaluation of their
work will be...
...measuring results of marketing activities and
their effectivness
Source IBM, Gayling, Maxi studeni/prosinac 2011
Analiza pripremljena za klijenta: SEMPL 13
Analiza namijenjena isključivo za klijentovu internu uporabu Page  15 www.analiza360.hr

16. 10 most important marketing metrics
Some marketing results can be measured by financial results.
Stress in on „some”...
1. Brand awareness 6. Profit: Revenue – Costs
2. Comparative marketing: 7. NPV: Net present value
Test drive
8. IRR: Internal rate of return
3. Loyalty marketing: Churn
9. Payback time
4. Customer satisfaction
10. Consumer lifetime value
5. Take rate
Analiza pripremljena za klijenta: SEMPL 13
Analiza namijenjena isključivo za klijentovu internu uporabu Page  16 www.analiza360.hr

17. Balance scorecard of marketing
STRATEGIC Leading metrics:
• Brand awareness, CLTV, „test-
Forward-looking metrics drive”
measure specific campaign
TACTICAL
and tactic effectiveness
Backward-looking metrics • Sales, lead conversion
OPERATIONAL measure execution efficiency
Internal-looking metrics • Take rate, ad dollars spent
Source Data driven Marketing, Jeffery Mark, Kellogg School of Management
Analiza pripremljena za klijenta: SEMPL 13
Analiza namijenjena isključivo za klijentovu internu uporabu Page  17 www.analiza360.hr

18. How to get maximum out of a campaign?
Brand awareness PRE and POST campaign measuring !
measuring
pre
post
+9%
+5%
not
sufficient
Brand / Ad Purchase
awareness intention
Source Data driven Marketing, Jeffery Mark, Kellogg School of Management
Analiza pripremljena za klijenta: SEMPL 13
Analiza namijenjena isključivo za klijentovu internu uporabu Page  18 www.analiza360.hr

19. How to get maximum out of a campaign?
Media-mix Understanding what works the best!
evaluation
Visibility issue GOOD
- - brand awareness ++
print
CPM (CPT) tv
calculation per
media
viral
..ranking and
choosing most
profitable
outdoor
not
POOR Branding issue
sufficient
- - ad recognition ++
Source Data driven Marketing, Jeffery Mark, Kellogg School of Management
Analiza pripremljena za klijenta: SEMPL 13
Analiza namijenjena isključivo za klijentovu internu uporabu Page  19 www.analiza360.hr

20. Advertising week 2011, NYC
what future brings ....”New thinkers...new thinking”
100%
-5,2
+1
MAD MAN MATH MAN
1960s 2010s
Analiza pripremljena za klijenta: SEMPL 13
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21. When next time something keep you up at night...
...remember,
numbers can give you
helping hand
Analiza pripremljena za klijenta: SEMPL 13
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22. ANALIZA 360
jednostavno do odluke
contacts: .....thank you for your attention
Nada Finderle
nada.finderle@analiza360.hr
mob: +385 91 6300 614
Ozana Jurković
ozana.jurkovic@analiza360.hr
mob: +385 91 6300 576
www.analiza360.hr
Page  22
www.analiza360.hr

23. ...thank you for your attention
www.analiza360.hr
Analiza pripremljena za klijenta: SEMPL 13
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