Performance/Risk Management

Marketing performance management is now an integral part of the marketing process. The ability to monitor financial performance and control risk allows marketers to move more quickly and confidently on high opportunity initiatives.

Ninah can help clients undertake key marketing strategy, organizational and operational changes and improvements through the deployment of our proprietary Marketing Performance Scorecard™:

  • Provide financial and operational accountability in the marketing process
  • Improve cross-functional transparency and collaboration for marketing initiatives
  • Introduce or enhance a formal marketing performance measurement system
  • Leverage data and analytics for more informed decision making, better execution
  • Goal alignment of internal resources, agencies, and marketing partnerships
  • Implement resource (talent, investments) performance management system; better budgeting, planning and cost controls; fortify middle management and operational capabilities

Case Study Financial Services, Marketing Performance Management

Situation

A credit card company seeking to shift their product based message to small business owners' business needs required a measurable approach for their marketing spend to manage the risk of this significant change.

Approach:

Ninah developed a scorecard of the key performance indicators (highly focused on operations) and complemented that with department level risk and control indicators to quickly assess and adjust key supporting practices. Marketing spend was managed very closely using these indicators as increasing allocations only occurred as the measures indicated performance was improving.

Results

This client was able to shift 100% of spend to needs focused programs within a fifteen month time frame and improved their average return on marketing spend by 30%.