Learning Objectives
In this seminar you will learn:
- 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
Program content
This webcast series entitled Maximising Marketing ROI: Practical Approaches for Practical People explains how to increase the effectiveness and efficiency of your marketing spend.
The Ipsos UK team unpicks and simplifies the complexity of what makes promotions effective, how advertising works on sales, and how to use loyalty card data to drive CRM and other marketing decisions.
How do you leverage available data sources to find workable day-to-day solutions to these 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.
According to Carat, a leading media planning and buying organisation, by the year 2020 more than 50% of marketing communications will be received through digital media. The media scene today is unrecognisable from 5 years ago. As with many other areas of the economy, the information age is impacting on the media with a ferocity that leaves even the world's most exemplary marketing companies grasping for answers.
One such question is how to understand and evaluate the impact on sales that is being generated by the combined weight of differing media and marketing activities. In this seminar Steve Messenger presents some practical ways for predicting who is likely to have been exposed to differing communications; how to evaluate the combined impact of those communications, and how to measure the combined effect on customer and/or consumer behaviour.
These tools and the knowledge gained will enable marketers to brief agencies on how to get the information that they need to evaluate returns and optimise future schedules, in order to maximise sales response and advertising profitability.
Participant level of understanding
This program is intended for participants with a basic or intermediate level of understanding on the topic.
About Steve Messenger
Steve Messenger is Director of Customers in Focus, the specialist CRM Analytics unit of Ipsos UK, a leading market research agency. Clients include leading retailers and manufacturers in FMCG, DIY, Gardening, Financial Services and Mobile Telecommunications. He is also on the international Board of Ipsos Loyalty, Ipsos’s global CRM practice.
His previous roles included Director of Business Insights for Sainsburys Supermarkets, where he introduced the customer data analysis of the Sainsburys Reward Card data, Global Head of Marketing Analysis for IDV (Diageo), and Director of Marketing Planning for OHAL, a marketing consultancy within the WPP group. He has a Masters Degree in Economics and Econometrics and is a member of the IDM and the MRS.
