Deeper understanding and better vision

The information I need is not centralised so finding it is frustrating. And our data is often dirty when I do locate it.”

 

My campaigns get reported in TARPS and Reach / Frequency but that doesn’t relate to business performance for my company.”

 

The potential for our business runs into the tens of millions of Euros of value in additional sales and media savings.”

Dr Anna Chuter
Global Head of Research and Development, Belron

Mime challenged our assumptions, closed the knowledge gap, and drove outstanding bottom line results.”

Tom McKimm
Managing Director, Big Save Furniture

Mime quickly helped us build a clear, practical media strategy that increased the value of our advertising investment by over 20%.”

 

Automotive service provider shifts media mix to grow ROI
Case study

Underperforming advertising returns

  • TV & Radio advertising was generating additional sales – but return on investment was weak and inconsistent

Our approach

  • Statistically modelled baselines to determine expected performance
  • Overlaid all linear and digital Media sources to understand and attribute uplift
  • Granular data used to understand immediate and delayed response profiles
  • Continuous analysis to layer and build on learning
  • Wave by wave evolution of media strategy to grow ROI

Critical decisions made

  • Media mix shift: TV spend up 40%, Radio spend down 33%
  • Front-loaded weeks and removed under-performing days
  • Shifted emphasis to mid and late-evening TV
  • Redistributed Spot mix in favour of shorter lengths for improved audience impact
  • Focused Radio on three key dayparts
59%

increase in ROI

27%

reduction of cost/sale

14%

increase in sales

Retailer streamlines advertising mix to boost sales
Case study

Marginal, at best, ROI

  • This customer was suffering from a less than satisfactory ROI from their significant (and frequent) spending on catalogue advertising.

Bespoke strategy and
methods we invoked

  • Created number of test weeks and like-for-like offers
  • Introduced ‘grey and black’ weeks
  • Monitored results ’live’
  • Reviewed web traffic, footfall and results weekly
  • Exported and analysed data
  • Rapidly implemented ‘200 minute-rating rule’
  • Introduced optimised day of week strategy

Critical decisions made

  • Catalogue has been superseded, previously 25% of spend
  • TV now does the heavy lifting, weighted by day of week
  • Black v Grey week strategy has changed
  • High impact digital drives traffic on key sales days
  • Pay week finding has driven upweights
5%

increase in web traffic

47%

increase in footfall

11%

increase in sales

Major Retail Bank significantly grows customer inquiries
Case study

Retail banking is highly competitive – consumers struggle to differentiate between brands

  • Effective engagement with customers was challenging, inefficient and expensive

Our approach

  • Established the behavioural relationship between day and day-part by media type
  • Segmented campaigns by message type/business service to determine halo effects across the wider business
  • Used granular data to understand response profiles across core channels including: customer calls, web hits, mortgage applications, new account openings
  • Monitored over successive campaigns to allow for the long customer decision cycle

Critical decisions made

  • Media mix shift: TV spend up 40%, Radio spend down 33%
  • Front-loaded weeks and removed under-performing days
  • Shifted emphasis to mid and late-evening TV
  • Redistributed Spot mix in favour of shorter lengths for improved audience impact
  • Focused Radio on three key dayparts
  • Determined optimum weekly GRPs
  • Refined spot-length ratio mix for Reach and Impact efficiencies
  • Changed the day-of-week and time of day placement strategy
  • Use tactical Radio boosts in key selling periods
21%

increase in advertising efficiency

14%

increase in inquiries

The information I need is not centralised so finding it is frustrating. And our data is often dirty when I do locate it.

My campaigns get reported in TARPS and Reach/Frequency but that doesn’t relate to response in my company.”

Clients typically get 30% better ROI

Mime challenged our assumptions, closed the knowledge gap, and drove outstanding bottom line results.”

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