Improve Your ROI on Marketing Expenditures

ACNielsen Modeling & Analytics can provide marketing managers with information on how to improve the return on marketing investments from the various marketing tactics that are used to drive sales across a portfolio of brands. Improve marketing ROI across and within brands through tactical recommendations on how to improve marketing effectiveness and efficiency.

Key Questions Addressed

Portfolio Marketing Mix analyses will answer:

• How should you allocate funds across brands for an improved ROI?
• How should you allocate marketing funds across trade promotions, coupons and advertising for individual brands?
• Which consumers respond to which marketing vehicles?
• Does ethnic marketing work? For which brands?
  

Target Audience

Portfolio Marketing Mix is targeted to manufacturer marketing managers who are responsible for allocating marketing funds for multiple brands and need information to understand the ROI for each brand from current marketing expenditures.

• Used by marketing managers to make allocation decisions across brands
• Used by brand management to integrate corporate strategy with field implementation

Key Benefits

• Measure of marketing effectiveness and efficiency for the individual brands and the net effect to the corporation
• Integration of data from various VNU assets (ACNielsen POS, Spectra, Nielsen Media Research and TDLinx)
• Store level model for complete evaluation of trade promotions (by type and discount, including multi-unit purchase requirements)
• Evaluation of ROI impact across consumer targets and geographies for individual brands

Project Content

Portfolio Marketing Mix analyses deliver measures of marketing effectiveness and efficiency across the key marketing levers of trade promotion, coupons and advertising—across the portfolio of brands analyzed, to the total of all brands analyzed.

In addition to the portfolio view, complete Consumer Marketing Mix analyses are completed for the individual brands, yielding information that will improve the ROI for each brand-marketing plan.

Delivery Options

The primary delivery of all Portfolio Marketing Mix Analyses is a professional presentation delivered by an experienced Modeling & Analytics specialist. Professional consultation with recommendations to improve ROI and an electronic simulation tool accompany all analyses.

Clients rely on the advice from ACNielsen’s consultants to make marketing expenditure allocation decisions that affect billions of dollars in revenue.

You can trust ACNielsen Modeling & Analytics to provide exceptional business recommendations founded upon well-supported principles of microeconomic theory. Employing a multiplicative demand model fueled by store-level data, integrated from the suite of VNU resources, our models:

• Eliminate aggregation bias
• Control for the effects of seasonality
• Control for distribution and pricing changes that affect normal everyday base sales
• Isolate differences among marketing vehicles aimed at driving short-term incremental sales
• Isolate the differences in response from various consumer targets
• Isolate the differences in response across different geographies (market and retailers)

Portfolio Marketing Mix analyses are often accompanied by Retail Account Level Regular Price and Promotion Analytics to get a complete picture of the pricing and promotion environment for CPG retail trading partners. All results are coupled with ACNielsen’s electronic delivery tools designed to allow a user to conduct “What if?” analyses. Clients have the ability to understand historical execution, make decisions regarding future plans, and evaluate results across potential plans.

What VNU Data Types and Sources Can Be Integrated with this Offering?

ACNielsen Scantrack

Homescan

Spectra

Nielsen Media Research

TDLinx