Marketing Decisions
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Budget Size & Budget Allocation
- What levels of marketing investment will we need to ensure we achieve our strategic plan objectives?
- What are the strengths and risks in my current marketing plan?
- How much funding would it take to support a successful entry to this new market?
- What is the relationship between marketing investment and sales performance?
- How best to survive the current adverse trading climate?
- How can we prioritise marketing investments based on expected marketing ROI?
- How can we put in place a decision-support framework for marketing budget planning?
- How to prioritise & allocate marketing spend based on business strategies & commercial objectives?
- How to make sure new markets receive sufficient funding without undermining our existing markets?
- What is the optima allocation of the global budget across territories & across our brand portfolio?
- Is my marketing budget well spent?
- What mix of promotions and media will be most effective in reaching our target market share?
- Where should we spend our marketing budget in order to achieve and exceed our sales targets?
- What is the best way to grow market share whilst maximising marketing ROI?
- What is the optimal marketing mix?
- How should I split my budget between TV, Press, Radio, Posters, Digital and Mobile?
- How much should I spend on price and trade promotions and how much on strategic brand building?
- What would be the effect on sales and profits of reducing our spend on BOGOF's?
- What's the best mix between strategic and tactical spend, across channels and across products?
- How can we describe sales drivers easily and develop "rule-of-thumb" guidelines for management?
- How can we foster a strongly marketing-led ethos within the company?
- What are the most effective marketing metrics?
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Brand Equity & Brand Planning
- What do my Consumers / customers / shoppers want and how can my brand deliver it?
- What are people's current perceptions of us and how can we influence them?
- What are the implications for future sales as a result of current market perceptions of our brand?
- What are the drivers of brand preference and brand equity?
- How can I sell more?
- How well does my product / brand / service current fit with consumer / customer / shopper needs?
- How can I increase my margins?
- What will be the impact on sales and equity of differing marketing spends?
- What are the dynamics of our brand in terms of marketing responsiveness & other key sales drivers?
- What data sources and metrics should we use to best understand the strength of our brands?
- Who can develop an econometric model of brand sales performance for us?
- How can we measure marketing ROI and ROMI?
- How can we develop a "how to go about it" decision support tool for marketing teams?
- How to formulate a strategy to leverage existing learnings across markets?
- What are the best metrics for measuring marketing effectiveness?
- What is the growth potential for our brands in differing markets globally?
- What are the brand stretch opportunities for our brand?
- What is the best brand plan for moving market share forward in each trade channel?
- How can we decompose sales performance into the contributions from differing parts of the mix?
- What is the highest volume potential for my product / brand / service in this market?
- What market positioning and brand changes would be necessary to achieve our market share target?
- What sis the feasibility of increasing our market share in this market?
- Will line extensions help the brand change the rules in the market or would they weaken the brand?
- What is the strength of our brand name in differing markets and can we leverage any opportunities?
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Media & Marketing Communications
- What is the optimal size and mix of the media budget?
- What is the optimal allocation of the media budget over time, across regions and across media?
- What is the optimal spend-reward balance from each of my communication channels?
- How does media investment work to generate sales and what are the implications for marketing ROI?
- Where should we spend our marketing budget in order to achieve our sales targets?
- How can design a marketing / media test that will provide unambiguous answers?
- What's the optimal digital comms strategy for us to be seen as the best solution to shopper needs?
- How best to leverage new and traditional media together to achieve the maximum sales uplift?
- How should the effectiveness of differing comms channels be measured in the digital age?
- How much should we spend on advertising the umbrella brand and how much on the products?
- How can we measure campaign effectiveness when many campaigns are running at the same time?
- How should I split my budget between TV, Press, Radio, Posters, Digital and Mobile?
- How should the budget be divided between strategic v tactical / theme v promotional campaigns?
- Are our email communications to new triallists sufficiently motivating?
- What are the long term effects of media investment and how can we measure them?
- What is the ROI on my media investment – and how does it vary by media type?
- How many exposures to our marketing communications are needed to get someone to try our brand?
- What would the sales impact be from varying levels of media investment?
- What are the carry-over effects from media investment and does it vary by campaign / media, etc?
- What are the effects on sales from changes in differing ad size. Spot length, etc?
- How can I optimise the effectiveness of my web media spend?
- How can I use the econometric modelling to help plan, justify & increase the impact of media spends?
- How can I use measurements of media effectiveness to negotiate better media discounts?
- What is the impact of advertising on loyalists and non-loyalists?
- What is the effect on my sales of competitive advertising spends?
- What is the differing sales effectiveness of media investment by sales category?
- What current and recent changes in the media market place need to be reflected in our thinking?
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Loyalty Management
- How do I identify and retain my best customers / consumers and where/how can I get more of them?
- What is the value of recommendation and how can I get people to recommend us?
- Are the socio-demographics of those who recommend different to those who don't?
- Are people who have been recommended to us more or less loyal than average?
- How does the market segment and how to manage those segments to drive incremental profit?
- What is the value of the loyalty scheme to our business?
- How can we increase customer / consumer / shopper loyalty and reduce churn?
- Which customers / consumers / shoppers are most price sensitive and which are least?
- Is there a better measure than Net Promoter Score – i.e. a measure than has more diagnostics?
- What value propositions will most resonate with our most loyal / least loyal customers / consumers?
- How do attitudes and circumstances combine to drive behaviours?
- How can we increase the response rate to our prospect mailings and hence increase their ROI?
- Is our product allocation algorithm maximising satisfaction or minimising dissatisfaction?
- How can I reactive lapsed users?
- What will be the best targeted location marketing programme?
- What is the return to the direct marketing budget?
- How can we optimise direct marketing communications over time, across themes, across people?
- How can we maximise customer value and customer profitability?
- How can reduce the cost to serve currently unprofitable customers rather than lose them?
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Pricing & Promotions
- Where should we price position our product / brand / service to maximise sales and profits long term?
- What is the price elasticity of our product / brand / service and what determines it's price sensitivity?
- How does the price elasticity of my product / brand / service vary between trade channels?
- Which customers / consumers / shoppers are most price sensitive and which are least?
- What is the relationship between price sensitivity and brand strength?
- Where should we price position our product / brand / service so as to hit our sales and profit targets?
- How can I make sure my promotion attracts the maximum number of trialists?
- What are the impacts of competitor promotions on our products / brands / services?
- What's the full value to the brand of Experiential marketing?
- How can we evaluate the ROI from Experiential and Strategic promotional activity?
- What level of cannibalisation takes place when we promote differing brands / products / services?
- How can we better target and execute promotions to generate greater revenue from the budget?
- How can we make our sampling programme more sales effective?
- Does sampling create brand equity?
- What is the best way to use on-line and mobile promotions?
- How can I forecast promotional uplifts – and maximise them?
- How can we measure the impact of PR and Sponsorship?
- How can we use marketing science and analytics to create effective PR campaigns?
- How does PR & Sponsorship work in conjunction with advertising media?
- How can we use PR and Sponsorship to influence key stakeholders, intermediaries & regulators?
- How can we use scenario planning to help bring alive our PR communications?
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Analytics & ROI
- Return on Marketing Investment
- Econometric Modelling
- Market Mix Modelling
- Customer Targeting
- Propensity Modelling
- Churn/Attrition Modelling
- Risk Management
- Customer Value Management
- Customer Lifetime Value
- Response Modelling & Campaign Analytics
- Price Elasticity Modelling
- Promotional Uplifts & Effectiveness
- Media Effectiveness Measurement
- Social Media Impact Measurement
- Optimal Media Mix
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