Marketing Resource Optimization
As products become increasingly similar and manufacturing, technology and supply chain advantages are competed out marketing becomes the key driver of sustainable and profitable growth.
Marketers are faced with ever increasing choices of levers in which to invest, e.g. pricing, promotion, advertising, and within these an ever fragmenting choice of medium, programs and tactics. Adding to this decisions need to be made on which geographical channels, customer targets, times of year and distribution channels should be targeted. Ninah's proprietary TotalMetrics™ suite helps marketers get a quantitative understanding of the drivers of the business and optimize future marketing allocation to drive the most value.
Case Study Retail Bank
Situation
A fortune 100 US retail bank was facing a changing financial and consumer landscape requiring a renewed focus on where ad how marketing capital was allocated.
Approach:
Ninah created a common platform and common measure of success to understand and quantify the impact of marketing investments across all lines of business, programs and channels. The platform was used as a cornerstone of the strategic planning process.
Results
As a result of this approach the Bank was able to allocate marketing capital more efficiently, and better take advantage of cross product marketing opportunities, and leverage synergy effects. All told returns on the banks US$500 mill marketing budget increased over 25% as a result of the engagement.