Technology » ROIforecaster® and ROIplanner®
Program Overview
ConvergeTrack ROIForecaster® and ROIplanner® allows us to evaluate the performance of offline media channels including Direct Mail, Print, Inserts, Mass Media distribution, Yellow Pages, Newspaper Circulars, and DRTV down to the zip code level. Understanding media to its smallest component allows for better insight into the performance and drives the media cost negotiations to a different level. Also, finding common denominators of performance across media allows us to gain knowledge down to the geo-level for smarter planning.
Actionable Items:
- Focus future media buys on the markets and ad positions that drive sales
- Eliminate poor performing area
- Identify strongest performing zip areas
- Utilize pricing tiers that will drive efficient sales
- Gain understanding on the synergist affect one media’s activity has on another
We use this insight to maximize Return on Investment (ROI) by reallocating media spend from less performing markets to markets performing at or better than goal. We call this process Buy Management.
How It Works
1. Initial media campaigns are developed using demographic and psychographic overlay information to select geographic targets that reach our target audience.
2. Utilizing a centralized media planning and buying platform we are able to aggregate response and sales data down to the zip code level that enable us to drive future investment decisions based on actual market performance.
3. If the zip code level is too granular based on the amount of response information we are able to roll actionable results up to zone groups, City, DMA or other buying groups that can be impacted.
What You Get
- Ability to better predict next time results based on position, market level response, cost and creative
- Zip code analysis enabling you to eliminate waste and re-focus budget on top performing and upward trending markets
- Analysis at the market/zone level: Spend, CPM, Circ, Response/sales and CPS at a market level. The actionable report will provide CPM needed and markets to select that will reach a desired ROI.