LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4...

LEVERAGING

COMPETITIVE MARKET AND MEDIA DATA

TO UNDERSTAND

YOUR MARKETING PERFORMANCE

PRODUCTION PROUDLY PRESENTS:

we are a global Skin Care company.

a new marketing / sales reality.

MARSA TECH

REVOLUTION

CMO OR T? INFINITE

DATA

U R HERE

Sensors &

Devices

Images/

Multimedia

Text

Enterprise

Data

DATA

GAP

huuuaaa… it‘s BIG.

2020

44 Zettabytes

SOCIAL

ANALYTICS

PERFORMANCE

MEASUREMENT

DECISION

SCIENCE

DATA

EXPLORATION

let‘s get started...but how?

SOCIAL

ANALYTICS

PERFORMANCE

MEASUREMENT

DECISION

SCIENCE

DATA

EXPLORATION

do the un$exy analytics first.

do your homework first!

!

less this.

creating a global platform.

Category 1 Category 2 Category 3 Category 4 Category 5 Category 6

promo.

Competitor 1Competitor 2

Competitor 2Competitor 1

Competitor 2Competitor 1

media.

Media

Brand Media Facts

Media Gross Spend 24,8 MEUR +3,1 %

SoA/SoM ratio 1,1 +0,4 pp

SOA %

SOM %

0,05,0 10,0 15,0 20,0 25,0 30,0 35,0

5,0

10,0

15,0

20,0

25,0

30,0

NIVEANIVEA

L‘Oréal

L‘Oréalbebe

bebe

AoK

AoK

current periot

previous periotLavera

Olay/Olaz

Lavera

soa/som dev.

Time

y, T

rend

0 50 100 150

25000

35000

45000

Sais

on

0 50 100 150

-5000

05000

10000

t

Rest

0 50 100 150

-6000

-2000

02000

Linear Trend

Effect of Seasonality

Unexplained rest

2.00

2.25

2.50

2.75

3.00

0 10,000 20,000 30,000 40,000 50,000 60,000

Ave

rgag

e p

rice

fo

r o

ne

un

it in

€

Total volume in units

price elasticity.

the predictive factory.

€ €€€€€

feed the data

harmonization monster.

11001010101… 010101011… 010101010101111… 1101010…11001010101… 010101011… 010101010101111… 1101010… 11001010101… 010101011…

11001010101… 010101011… 010101010101111… 1101010… 11001010101… 010101011…

11001010101… 010101011… 010101010101111… 1101010… 11001010101…

powerful backend.

Full control of your data

deliveries

Define your time split

Release & publish according

to your schedule

Map & harmonize your data

so non-digital.

across

>50countries.

across

multiple

data sources.

five

global attributes.

product lines/benefits.

packaging form/texture.

gender.

male femaledata

scientist

Smooth Milk 250ml

SOURCE GLOBAL

at a granular level.

consistent time period.

4-weekly weekly bi-monthly monthlymonthlymonthly

weekly

4-weekly

4-weekly

bi-monthly

= published periodP

consistent time period.

REDUCES HARMONIZATION

EFFORTS

REDUCES ANALYTICS

EFFORTS

PROVIDES NEW

VIEWPOINTS & CLAIMS

what‘s in 4us.

“Talk business, do not talk IT”

Strong involvement of business

users

Full support of top management

“Less is more”

A dedicated, small team

THANK _YOU_