Last October Nine corralled a posse of market mix model (MMM) providers, co-funding a program to prove what its assets could do in hard business terms. Since then Nine has poured over three years of historical data from dozens of campaigns, along with brand tracking, consumer attitudinal research, business case studies and other inputs from the likes of Neuro Insight, getting granular on what is moving the needle for brands – and how.
Now the early results are in. Some are obvious – The Block generates product trials. Other findings less so – MAFS, for instance, drives trust and credibility as a halo effect for brands like Westpac. Meanwhile, Love Island Australia has Cointreau toasting a massive 42 per cent lift in consideration.
Kia signed up to Nine’s $30m program – and marketing boss Dean Norbiato says the early MMM reads now have him plotting channel reallocations: “Looking at the first cut [of MMM data], it would be commercially negligent not to,” said Norbiato, though noting that a broad mix of channels has been crucial to driving growth for Kia, and that TV advertising and tent pole sponsorships have hugely influenced performance marketing results.
But Norbiato, plus Nine’s Stewart Gurney and Nikki Rooke, underline a combination of short, medium and long-term strategies, across a broad mix of channels, and layering network effects, are critical growth drivers.
Overall, binary pursuit of one-dimensional metrics like ROI is likely to backfire – and MMMs have limits, which even Mutinex co-founder and global CEO, Henry Innis acknowledges. He says there is no silver bullet to give marketers a universal fix.
Growth is nuanced, multi-layered and complicated – much harder than lightweight “easy sell, dollar in, dollar out” ROI metrics, per Kia’s Norbiato. But there are ways to start understanding how to put a better plan together, and optimise with sharper data more rapidly. “And that gives you a much bigger seat at the senior management table.”
Now Norbiato’s moving to act on the MMM data: “We need to get further understanding, but this initial cut is definitely going to sharpen that [channel] selection.”
See omnystudio.com/listener for privacy information.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Ruthie's Table 4
For more than 30 years The River Cafe in London, has been the home-from-home of artists, architects, designers, actors, collectors, writers, activists, and politicians. Michael Caine, Glenn Close, JJ Abrams, Steve McQueen, Victoria and David Beckham, and Lily Allen, are just some of the people who love to call The River Cafe home. On River Cafe Table 4, Rogers sits down with her customers—who have become friends—to talk about food memories. Table 4 explores how food impacts every aspect of our lives. “Foods is politics, food is cultural, food is how you express love, food is about your heritage, it defines who you and who you want to be,” says Rogers. Each week, Rogers invites her guest to reminisce about family suppers and first dates, what they cook, how they eat when performing, the restaurants they choose, and what food they seek when they need comfort. And to punctuate each episode of Table 4, guests such as Ralph Fiennes, Emily Blunt, and Alfonso Cuarón, read their favourite recipe from one of the best-selling River Cafe cookbooks. Table 4 itself, is situated near The River Cafe’s open kitchen, close to the bright pink wood-fired oven and next to the glossy yellow pass, where Ruthie oversees the restaurant. You are invited to take a seat at this intimate table and join the conversation. For more information, recipes, and ingredients, go to https://shoptherivercafe.co.uk/ Web: https://rivercafe.co.uk/ Instagram: www.instagram.com/therivercafelondon/ Facebook: https://en-gb.facebook.com/therivercafelondon/ For more podcasts from iHeartRadio, visit the iheartradio app, apple podcasts, or wherever you listen to your favorite shows. Learn more about your ad-choices at https://www.iheartpodcastnetwork.com
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com