How it works – Step 1: The data Pre 16 weeks Campaign 2 weeks Post 12 weeks Nielsen DME have access to volume weekly sales data (from actual transactions)

Slides:



Advertisements
Similar presentations
Accounting and finance
Advertisements

Evaluating New Products Prior to Test-Marketing
31 st Aug 2006 Retailer brand strategy Simon Ford Former Head of Market Research, Tesco UK.
Network of off-licenses & convenience stores retail media pack.
Sainsbury’s: Winning today’s customers through deep insights
The “P&G” Team Andrea Bingen Jacqueline Bishop Ashwin Ganesh J.S. Karthikeyan Brian Knauer Elena Parthenakis Wendy Teufel.
RadioGAUGE Regional Insight Entertainment (out of the home)
RadioGAUGE Regional Insight Campaigns targeting young people (16-19)
Magazines & Brand Metrics The impact of investment Econometrics & ROI.
ROI GROCERY MARKET REVIEW
ROI GROCERY MARKET REVIEW
1 Retailer Ad Support for Coffee & Tea Categories A Review of Circular Print Ads 1 st Half of 2011 Source: ECRM’s MarketGate Ad Comparisons U.S. & Canadian.
Digital Academy Aegis Media & Microsoft Advertising 28 th June 2011.
Running your restaurant Pertemuan Matakuliah: G0424 – Hotel and Restaurant Management Tahun: 2008.
Estimation of Market Size Existing Products – Sales Forecast New Product – Assessment of Market Opportunity Calculate – Market penetration rates Product.
Spencer Berwin Group Sales Director JCDecaux UK Ltd.
The Power of Magazine Advertising for brand building 1.
PIN Navigator Overview
Morrisons October Key Campaign information Environment/Panels Key Campaign Objectives Other Media 5000 Roadside 6 Sheets 500 Rail 6 Sheets Increase.
1 Newsbrands and finance. Newsbrands have a wealthy audience…
Welcome! Presenter: Robert Goldman. Major Topics To Be Covered In This Presentation Sales Tax Priority Logic Tax Holidays Tax Tables for Certain States.
The Proof The business case for newspaper advertising as part of the media mix.
Shopping Smart Module 2: Conducting a Shopping Analysis.
1 CHAPTER M5 Business Decisions Using Cost Behavior © 2007 Pearson Custom Publishing.
Wrigley’s Extra February Key Campaign information Environment Key Campaign Objectives Illustrate how the rail campaign can amplify brand awareness.
© Kantar Worldpanel ROI GROCERY MARKET REVIEW Data to 10 th June 2012.
Dulux Decorator Centres UK Anne Tattersall, Head of Commercial, DDC 8 th May 09.
Birdseye Field Fresh March Key Campaign information Environment/Panels Key Campaign Objectives sheets sheets Drive perceptions that.
foods turnover & growth Sales growth of 19.4% (2004: 19.2%) Corporate stores comparable growth of 11.4% (2004 : 7.8%) Inflation averaged 3.0% for the.
Chapter 18 Determining Sales Forecasts. Main Ideas  Importance of Forecasting Sales  Sales History  Maintaining Sales Histories  Sales Variances 
TV only sales effect As TV activity was a national campaign a model was constructed. Expected sales was based on previous sales (data adjusted for seasonal.
Business Clinic Application Form April 12 th, 13 th & 14 th 2016.
The Proof 1 The business case for newspaper advertising as part of the media mix.
Wickes July Key Campaign information Environment/Panels Key Campaign Objectives Other Media 109 Roadside 48 Sheets Drive Wickes brand awareness,
KETTLE ® Chips: Effectiveness 1 How newspaper advertising stimulated a 20% increase in sales of KETTLE ® Chips.
Newspapers drive sales for Food brands 1 Oct 2009.
Sheng Siong Singapore supermarket chain started in 1985 as a family-owned provision store. In 2008, Sheng Siong achieved more than S$600 million in sales.
Muhanad Statistics Sweden 1.
RadioGAUGE Regional Insight Education (3 campaigns)
RadioGAUGE Regional Insight Injury lawyers (2 campaigns)
Greggs Proximity StreetTalk Campaign July Key Campaign information Environment/Panels Key Campaign Objective Other Media 1500 Proximity StreetTalk.
Luxury Segment Competitive Analysis Disclaimer: The material contained in this presentation is purely demonstrative and is not accurately representative.
Newspapers drive sales 1 Summary of effectiveness test findings.
AN EFFECTIVE MEDIUM. MAGAZINES ARE A HIGHLY EFFECTIVE MEDIUM The ultimate benchmark of success for any advertising campaign, is whether it can change.
facebook.com/engagetheexperts twitter.com/shopperexpertsfacebook.com/engagetheexpertstwitter.com/shopperexperts.
Sales evaluation by dunnhumby
Chapter 5 Advertising: Media Planning
ROI GROCERY MARKET REVIEW
Naked Juice Research June 2016.
CACI Optimised Campaign: Chocolate Brand
NOW TV Driving Purchase Intent Challenge Solution Results
Sales and Marketing Presentation
ROI GROCERY MARKET REVIEW
4 How Brand Advertising in Newspapers works best   AAMI   June 2009.
MARKETING TIPS FOR BETTER BRANDING
Sawaya Segalas & Co., LLC Preliminary Introductory Materials
Shopper Insight Report
SA Economic Indicators
Sawaya Segalas & Co., LLC Preliminary Introductory Materials
TOTAL US - CONVENIENCE 12 wks Ending 2018-Nov-04.
TOTAL US - CONVENIENCE 4 wks Ending 2018-Dec-02.
TOTAL US - CONVENIENCE 52 wks Ending 2018-Dec-02.
LONG TERM EFFECTS ON ROI
Sawaya Segalas & Co., LLC Preliminary Introductory Materials
Sawaya Segalas & Co., LLC Preliminary Introductory Materials
Sawaya Segalas & Co., LLC Preliminary Introductory Materials
Sawaya Segalas & Co., LLC Preliminary Introductory Materials
Driving awareness and Desire
Presentation transcript:

How it works – Step 1: The data Pre 16 weeks Campaign 2 weeks Post 12 weeks Nielsen DME have access to volume weekly sales data (from actual transactions) Analysis is based on sales data of SKU and key competitors (relevant pricing info also provided)

How it works – Step 2: Store matching Stores need to be matched on certain criteria (test vs. control) – to allow accurate, unbiased results Stores are match across the pre period based on TV region, store format and transactions Store matching tool developed (based on macros which factor in all variants to best matching test and control stores)

How it works – Step 2: Store matching Strong Match Weak Match Source: Cliological Sales across the pre period must be as equal as possible across the 2 sets of stores Sales can be matched on either advertised product, total brand or particular range

Across the accurately matched stores sales are then analysed during and after the campaign Any difference in sales (index) between the test and control stores can be confidently attributed to the presence of OOH proximity (So long as the matching in the pre period is accurate) Control Index* = 140 Test Index* = % *Index = average weekly unit sales during vs. average weekly unit sales pre How it works – Step 3: Calculating the Results

The following summary slides are of t he Tesco POS Category Norms. These illustrate the average sales uplift of stores with POS advertising (test) compared to stores without (control). The slides demonstrate the average sales uplift for during & post campaign, along with the average sales uplift by week. These uplifts are based on an average of all the case studies within the specific Category.

Alcohol NORM 22% 13% PreDuring Post Source: Tesco Based on 12 Tesco Alcohol Case Studies

Baby Products NORM 24% 7% Pre During Post Source: Tesco Based on 3 Tesco Baby Products Case Studies

Cereal & Cereal Bars NORM 14% 9% PreDuring Post Source: Tesco Based on 7 Tesco Cereal & Cereal Bars Case Studies

Cleaning Products NORM 16% 6% PreDuring Post Source: Tesco Based on 8 Tesco Cleaning Products Case Studies

Cold Beverages NORM 24% 16% PreDuring Post Source: Tesco Based on 6 Tesco Cold Beverage Case Studies

Confectionary Products NORM 21% 12% PreDuring Post Source: Tesco Based on 16 Tesco confectionary Case Studies

Convenience Products NORM 10% 7% PreDuring Post Source: Tesco Based on 29 Tesco convenience Products Case Studies

DVD or CD Products NORM 16% 7% PreDuring Post Source: Tesco Based on 7 Tesco DVDs or CD Case Studies

Hot Beverage products NORM 14% 13% PreDuring Post Source: Tesco Based on 3 Tesco Hot beverage Products Case Studies

Meat Products NORM 13% 6% PreDuring Post Source: Tesco Based on 4 Tesco Meat Products Case Studies

Paraphernalia & Financial Products NORM 29% 14% PreDuring Post Source: Tesco Based on 4 Tesco Paraphernalia & Financial Products Case Studies

Snack Products NORM 28% 18% PreDuring Post Source: Tesco Based on 7 Tesco Snack Products Case Studies

Toiletries Products NORM 18% 8% PreDuring Post Source: Tesco Based on 21 Tesco Toiletry Case Studies

Dairy Products NORM 14% 8% PreDuring Post Source: Tesco Based on 30 Tesco Dairy Products Case Studies