This webcast series explains how to increase the effectiveness and efficiency of your marketing spend.
How do you leverage available data sources to find workable day-to-day solutions to marketing problems? Incorporating basic principles and best practice case examples, the series highlights practical hints and tips for how to make these techniques work for your own company or organisation. |
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| I. Collaborative CRM: Turning Nectar into Honey |
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Learning Objectives:
How retailer loyalty card data can be used by manufacturers to develop closer relationships with the consumers of their brands
How brand preferences can be built and sustained
Why it makes financial sense for retailers and manufacturers to cooperate in this area |
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| II. Loyalty Cards: Are You Missing Out On Smarter Ranging and Promotional Intelligence? |
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Learning Objectives:
Alternative promotional tactics
Better in-store promotional implementation
Consumer-centric ranging |
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| III. Forecasting: Can You Predict the Impact of Promotions? |
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Learning Objectives:
How to predict the volume of sales for any given product promotion
What data and modelling you need to achieve this
How to leverage retailer EPOS data
How this approach has been applied by a major UK retailer
How to develop an optimal promotions strategy to maximise sales and/or profit |
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| IV. Customer Centric Targeting : Supercharging your Campaign Response Rates |
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Learning Objectives:
How to know what you need to know about your customers
How to predict future customer behaviour using circumstance and attitudinal data
How to project attitudinal variables onto each customer in your database
What benefits a major European garden products retailer has achieved from doing this for the past five years. |
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| V. Media: How Do You Measure Sales Effectiveness? |
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Learning Objectives:
The ways in which media communications can be measured
How to understand what media exposure your customers and consumers are experiencing
How that combined weight of communication is influencing their behaviour
How to measure the impact of your own and your competitors advertising and communications activity on your sales performance
How to optimise your spend to maximise the sales efficiency and profitability of your advertising and media communications budget |
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| VI. From Consumer Goods to Financial Services: Why You Must Model the Marketing Mix |
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Learning Objectives:
The best planners are those who create the future, not those who just plan for the future
Why past sales performance is not necessarily a good guide to the future
The techniques you need to understand individual monthly sales performance from a strategic standpoint
How to project sales performance three years ahead with greater confidence
How to determine what marketing mix you need to guarantee the outcome
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| VII. Forecasting: Is Your Business Under the Weather? |
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Learning Objectives:
How consumer behaviour is affected by the weather
The key steps in analysing this relationship for your business
Which weather variables are the best to use
How to use weather forecasts to improve your business planning
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| VIII. Profiting from Promotions Analysis |
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Learning Objectives:
How to use Electronic Point Of Sale (EPOS) data from retailer extranets to improve the sales effectiveness and profitability of your Promotional Programmes.
How to account for and estimate the impact of all the relevant cross-substitution effects.
How to predict the impacts of future marketing activities, even if they differ in nature from those run in the past.
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