Michael Siewert (Colgate-Palmolive) and Souptik Datta (GroupM) presented how their companies worked together to combine measurement data for building custom solutions around bidding in the programmatic space. Colgate wanted to create their own quality definition for their inventory and be able to benchmark at a scalable cost benefit. Building a framework around their definition of quality and creating their own “qCPM” metric allowed them to understand the details of performance at a baseline and optimize with machine learning across 80+ markets and varying formats.
Souptik Datta, Ph.D. – Sr. Director, Data & Analytics Services, GroupM
Michael Siewert – Programmatic Director, Colgate-Palmolive Co.
Michael Siewert (Colgate-Palmolive) and Souptik Datta (GroupM) presented how their companies worked together to combine measurement data for building custom solutions around bidding in the programmatic space. Colgate wanted to create their own quality definition for their inventory and be able to benchmark at a scalable cost benefit. Building a framework around their definition of quality and creating their own “qCPM” metric allowed them to understand the details of performance at a baseline and optimize with machine learning across 80+ markets and varying formats.Key Takeaways: Mapping their quality journey involved
On November 9, 2022, industry leaders joined us to share highlights from EffWorks Global 2022 — a week-long celebration of the best new thinking and evidence-based decision-making research for marketing effectiveness. Topics of discussion included: marketing in the post-Covid economy, effective advertising in unprecedented times, the value of Share of Voice/Share of Attention/Share of Search in terms of effectiveness and commercial decision making, and more.
Member Only AccessThe September 2015 issue of the Journal of Advertising Research presents a study which examined various types of price promotions. The authors, Felix Zoellner, BMW Group, and Tobias Schaefers, TU Dortmund University, combined the sales data of German premium automobile brands with a consumer-behavior analysis. The goal was to analyze the impact of different types of promotions on sales and on the perception of a premium-product brand. The research distinguished between direct versus indirect-price reductions and marketers’ use of a “precondition,” for example, promotions offering free gifts, trade-in incentives, or loyalty-program benefits.
The authors demonstrated that:
-Different price-promotion types have different influences on sales and brand perception in the premium automotive market.
-Direct-price reduction has the strongest positive impact on sales numbers.
-Price-promotion types with which the customer is not familiar may be harmful for the brand.
-Promotion types that are well-known among customers should be preferred to minimize a premium brand’s image and prestige deterioration.
-Combining the sales and brand-perception impact, “direct-price reduction without a precondition” appeared to be the ideal price-promotion type for premium products, as it had the strongest positive influence on sales and no negative impact on brand image and prestige.
-Management should focus on price-promotions with direct-price reductions that are also familiar to the customer.
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