leveraging ompetitive market and media data to …...category 1 category 2 category 3 category 4...
TRANSCRIPT
![Page 1: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/1.jpg)
LEVERAGING
COMPETITIVE MARKET AND MEDIA DATA
TO UNDERSTAND
YOUR MARKETING PERFORMANCE
PRODUCTION PROUDLY PRESENTS:
![Page 2: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/2.jpg)
we are a global Skin Care company.
![Page 3: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/3.jpg)
a new marketing / sales reality.
MARSA TECH
REVOLUTION
CMO OR T? INFINITE
DATA
![Page 4: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/4.jpg)
U R HERE
Sensors &
Devices
Images/
Multimedia
Text
Enterprise
Data
DATA
GAP
huuuaaa… it‘s BIG.
2020
44 Zettabytes
![Page 5: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/5.jpg)
SOCIAL
ANALYTICS
PERFORMANCE
MEASUREMENT
DECISION
SCIENCE
DATA
EXPLORATION
let‘s get started...but how?
![Page 6: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/6.jpg)
SOCIAL
ANALYTICS
PERFORMANCE
MEASUREMENT
DECISION
SCIENCE
DATA
EXPLORATION
do the un$exy analytics first.
![Page 7: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/7.jpg)
do your homework first!
!
![Page 8: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/8.jpg)
less this.
![Page 9: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/9.jpg)
creating a global platform.
![Page 10: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/10.jpg)
Category 1 Category 2 Category 3 Category 4 Category 5 Category 6
![Page 11: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/11.jpg)
![Page 12: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/12.jpg)
![Page 13: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/13.jpg)
![Page 14: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/14.jpg)
![Page 15: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/15.jpg)
![Page 16: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/16.jpg)
![Page 17: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/17.jpg)
promo.
Competitor 1Competitor 2
Competitor 2Competitor 1
Competitor 2Competitor 1
![Page 18: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/18.jpg)
media.
Media
Brand Media Facts
Media Gross Spend 24,8 MEUR +3,1 %
SoA/SoM ratio 1,1 +0,4 pp
![Page 19: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/19.jpg)
SOA %
SOM %
0,05,0 10,0 15,0 20,0 25,0 30,0 35,0
5,0
10,0
15,0
20,0
25,0
30,0
NIVEANIVEA
L‘Oréal
L‘Oréalbebe
bebe
AoK
AoK
current periot
previous periotLavera
Olay/Olaz
Lavera
soa/som dev.
![Page 20: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/20.jpg)
Time
y, T
rend
0 50 100 150
25000
35000
45000
Sais
on
0 50 100 150
-5000
05000
10000
t
Rest
0 50 100 150
-6000
-2000
02000
Linear Trend
Effect of Seasonality
Unexplained rest
2.00
2.25
2.50
2.75
3.00
0 10,000 20,000 30,000 40,000 50,000 60,000
Ave
rgag
e p
rice
fo
r o
ne
un
it in
€
Total volume in units
price elasticity.
![Page 21: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/21.jpg)
the predictive factory.
€ €€€€€
![Page 22: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/22.jpg)
feed the data
harmonization monster.
11001010101… 010101011… 010101010101111… 1101010…11001010101… 010101011… 010101010101111… 1101010… 11001010101… 010101011…
11001010101… 010101011… 010101010101111… 1101010… 11001010101… 010101011…
11001010101… 010101011… 010101010101111… 1101010… 11001010101…
![Page 23: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/23.jpg)
powerful backend.
Full control of your data
deliveries
Define your time split
Release & publish according
to your schedule
Map & harmonize your data
![Page 24: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/24.jpg)
so non-digital.
![Page 25: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/25.jpg)
across
>50countries.
![Page 26: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/26.jpg)
across
multiple
data sources.
![Page 27: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/27.jpg)
five
global attributes.
![Page 28: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/28.jpg)
product lines/benefits.
![Page 29: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/29.jpg)
packaging form/texture.
![Page 30: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/30.jpg)
gender.
male femaledata
scientist
![Page 31: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/31.jpg)
Smooth Milk 250ml
SOURCE GLOBAL
at a granular level.
![Page 32: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/32.jpg)
consistent time period.
4-weekly weekly bi-monthly monthlymonthlymonthly
![Page 33: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/33.jpg)
weekly
4-weekly
4-weekly
bi-monthly
= published periodP
consistent time period.
![Page 34: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/34.jpg)
REDUCES HARMONIZATION
EFFORTS
REDUCES ANALYTICS
EFFORTS
PROVIDES NEW
VIEWPOINTS & CLAIMS
what‘s in 4us.
![Page 35: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/35.jpg)
“Talk business, do not talk IT”
Strong involvement of business
users
Full support of top management
“Less is more”
A dedicated, small team
![Page 36: LEVERAGING OMPETITIVE MARKET AND MEDIA DATA TO …...Category 1 Category 2 Category 3 Category 4 Category 5 Category 6. promo. Competitor 1 Competitor 2 Competitor 1 Competitor 2](https://reader030.vdocument.in/reader030/viewer/2022040723/5e347f761ad5f47e20440f1c/html5/thumbnails/36.jpg)
THANK _YOU_