Titel presentatie en sprekerWelcomeWelcome

Michel Steenhuis, Inergy

ROMI WHAT?

ROMIROMICostCost

UpliftUplift

Brilliance & mathematics

MediaPaid(€)

Car Chapter visits

Dealer offers

Extra Cars sold

Earned(SOV)

Website visits

Brand health and brand purchase funnel

Marketing invested

Return

MediaPaid(€)

Car Chapter visits

Dealer offers

Extra Cars sold

Offline

Warm leads

Earned(SOV)

Website visits

Online

Cold leads Hot leads ClientsAudiences

Brand health and brand purchase funnel

Online Offline

Return

Marketing invested

A mix of entities, agencies, systems and responsibilities across the customer journey

> 80 % of marketers believe marketing silos prevent having a comprehensive view of campaigns and customers

AUDIENCES

MediaPaid(€)

Car Chaptervisits

Dealeroffers

Extra Carssold

Offline

Warm leads

Earned(SOV)

Websitevisits

Online

Cold leads Hot leads Clients Audiences

Brand health and brand purchase funnel

Online Offline

Return

Marke ng invested

Content creation, consumption and distribution are going through a seismic shift

Superstars who influence culture at scale. When they speak their fans listen and take action

3 X180 X72 X

Audience targeting: Interaction is changing!

LEADS

MediaPaid(€)

Car Chaptervisits

Dealeroffers

Extra Carssold

Offline

Warm leads

Earned(SOV)

Websitevisits

Online

Cold leads Hot leads Clients Audiences

Brand health and brand purchase funnel

Online Offline

Return

Marke ng invested

Use smart data to measure a brand funnel based on digital behavior, voluntary interactions with your content and advertising *

* Online brand identity, Joris Merks-Benjaminsen, head of Digital Transformation, Google

Define a baseline to effectively measure the uplift of marketing spend

Use relevant external data to measure and benchmark ROMI

ROMI = ?

Model: NSU R80

Actual CCV visits : 145.500Baseline CCV visits : 100.000Avg. visits per car sold : 91Profit margin per car : 2.500 euroMedia spend : 625.000 euro

Actual CCV visits : 145.500Baseline CCV visits : 100.000Avg. visits per car sold : 91Profit margin per car : 2.500 euroMedia spend : 625.000 euro

Month: May 2015

((Actual CCV – Baseline CCV)/avg. visits per car sold) * profit marginMedia spend

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