BRAND GROWTH MODELING

Mapping the path to stronger demand and enduring growth

All the data, all the analytics, all the technology.

Where’s the growth?

Peter Drucker described Marketing as “the distinguishing, unique function of the business”. As ANA CEO Bob Liodice puts it “Great marketing isn't great unless it is validated by superb business results, well-developed brands and, most importantly, enduring business growth.”.   Yet according to Forbes and MASB, 78% of CMO’s cannot explain marketing’s contribution to growth.  The tsunami of digital data, agencies, consultancies, and technologies has exacerbated the problem.  It’s enabled dubious practices, lack of transparency, fraud and threats from consumer adblocking.

 

Einstein famously said: “Not everything that can be counted counts,and not everything that counts can be counted”.  Because we can ‘count’ digital, marketing has been in thrall to attribution metrics, and planning for short-term outcomes. We have neglected the cultural and competitive forces in the marketplace, and the roles of brand and emotion in consumer choice.

Connecting marketing, brand and emotive drivers to financial KPI’s.

‘Brand Growth Modeling’ offers Marketers the means of mapping their path to predictable, profitable growth.  They are tasked with winning the minds and hearts of their prospective customers. They must also communicate short and long term value to their organizations. Many struggle with this, and marketing is often considered a cost center instead of a predictable revenue driver.

In clear vocabulary shared with finance and backed by rigorous analytics, Marketing can explain its true contribution to business results and enterprise valuation, plan and forecast accurately, and deliver growth across products, audiences, media and campaigns.

A new data panorama connecting behaviors and emotions, measuring the short and longer term effects of owned and earned as well as paid media.

Market research has in the past often been disconnected from business outcomes. Now Marketers, Researchers and Planners are working closely together to connect their data and insights with performance metrics. 

 

The Consilient concept of the Data Panorama enables enterprises to connect these multiple sources:

Marketplace Trends

Socio-economic. environmental and category trends
 

Product Value
Offers, Pricing and Promotions
 

Distribution Developments
Owned and Partner Retail, DTC and eCommerce
 

Paid Media Impressions        
All channels, from TV to Digital to Sponsorship
 

Owned Media Impressions
Content and Channels, from Web to Loyalty

Earned Media Impressions
Influencing Topics and Channels, from PR to Social
 

Customer Engagement & Experiences
Touchpoints along Customer Journey
        

Customer Beliefs & Intentions
Brand Tracking, Customer Satisfaction & Experience, NPS Surveys
 

Customer Service & Operations

Operational metrics from retail to call center to employees

One platform quantifying the drivers of growth and economic benefits.

The Consilient Growth Modeling solution gathers, harmonizes and transforms all these data sources and streams into a single platform.

It makes it possible to build a simple, integrated, and extremely powerful model to understand the current contribution of brand to growth, and guide the investments that will meet future outcomes.

 

The platform measures the value of the marketing’s contribution to results including the contributions of brand, community and customer relationships.

 

It enables marketers to scenario plan and optimize for short and long term outcomes.

Quantify, optimize and forecast short term demand and long term value.

This connected platform enables CMO’s, for the first time ever, to generate a holistic, causal measure of the true business contribution of marketing that’s clear and credible for CFO’s and other non-Marketing executives.  Using brand-centric metrics will enable Marketing to live up to Drucker’s dictum.  Marketers can forecast the short and long-term effects on sales, profitability and growth.  They can determine the right resource allocation in the context of all other claims on the company’s capital.  They can manage plans and investments in aggregate as well as execute in detail across product, audience, media and campaign.

Brand Growth Modeling is not a black box. The causes and effects can be quantified and explained, tested and optimized, forecast and tracked against actuals. Marketing and Finance can share both vocabulary and accountability for the business outcomes.

Stewart Pearson

stewart.pearson@consilient-group.com

+ 1 206 747 0090

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