McKinsey has defined ‘Modern Marketing’ for us!

McKinsey’s March article ‘Modern Marketing: what it is, what it isn’t, and how to do it’ takes a bold look at all the enablers and capabilities required for marketing today.

Importantly they define the goal of modern marketing as: ‘to leverage data from all consumer interactions to creatively deliver as much relevant one to one marketing as possible’.

This is interesting, not least for some things it omits, such as developing brand awareness.

The article does however give a broad spectrum of their recommendations as listed in the table below.

As providers of a customer data platform technology and data science, we can’t help being excited by the number of areas where the capabilities of our software and analytical services are required by the modern marketer, as indicated by the blue arrows.

Central to their concept of a customer-centric mindset is the need for: ‘a centralised data platform with a unified view of customers, culled from every possible touchpoint; the continuous generation of insights from customer-journey analytics; the measurement of everything consumers see and engage with; and the hiring and development of talented people who know how to translate insights about customers into experiences that resonate with customers’.

In another section they suggest that it is important to ‘elevate consumer insights and analytics’, and that ‘no marketing activities should be executed without the backing of relevant insights and the ability to measure performance’.

There is a lot we found to be of interest and we strongly recommend reading the full article.


UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.


Dumping Cost Per Click

Have you ever felt that you wanted to dump cost per click (CPC) as your measure of ROI but time pressures and lack of tools mean that you remain stuck with it?

We have just received an interesting report from LinkedIn Marketing Solutions which explains how a large proportion of digital marketeers are still using CPC as their ROI measure for digital marketing.

But we all know that CPC, useful as it is, only describes one part of the customer journey.

Part of the problem is that, as the report explains, marketeers are under constant pressure to make decisions quickly; they have frequent budget allocation discussions and need to base decisions on something.

However, we suspect that a bigger issue is that digital marketeers don’t have the tools to measure the true return, based on their overall contribution to sales achieved, from their different online and offline media.

There will often be multiple influences on the journey to a sale, and many of these can be offline, like things sent through the mail, or undetectable on your website, like opened but unclicked emails. It is only when you look at all the online and offline influences in combination that you can start to allocate the value of a sale back to its causes.

This capability is precisely what we have developed in UniFida, so that we can bring together everything that may have influenced each of your customers in the 90-day window before they placed an order.

When you can see for each order both its value, and all the events that led up to it, and then weight them according to how recent they were, you can then do the value attribution job properly.

If you would like to find out more about how we can help you solve this problem, do please send us an email, and we will arrange a call at a time convenient to you.

Read the full report ‘The Long and the Short of ROI’ from LinkedIn Marketing Solutions.


UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.


Multi-channel Marketing Mix Optimisation

How to optimise the spread of your marketing budget


The Situation

A substantial insurer selling directly to consumers uses budget allocation software to optimise recruitment ROI across channels

The Client’s Business Goals

  • To use historic campaign performance metrics combined with a channel mix performance model to inform budget allocation
  • To trial our budget allocation software called BAT to optimise the way that money is allocated over 300+ activities each year
  • To use the redistribution of budget recommended by BAT to challenge the current allocation of marketing budget
  • To generate as a result an uplift of >5% of value from the same amount of overall marketing recruitment spend

Our Solution

  • We set up a joint team with the client to analyse historic marketing campaign metrics stretching back up to three years
  • From these we developed some 20 different channel level saturation curves showing how ROI declines in any channel as spend is increased
  • The historic metrics, combined with channel saturation curves, were loaded into BAT, along with the client’s multi-channel mix performance model to handle halo effects and re-attribution of some of the web demand
  • We used BAT to run optimised budget distribution scenarios, introducing cut-offs at an activity level in terms of minimum and maximum permissible spends
  • We then undertook with the client a budget planning process review to fathom out how best to introduce BAT and its outputs into the current planning cycle
  • Finally we trained the client to use BAT so that they became confident to drive it on their own

Key benefits

  • The overall business benefit was to get a substantial uplift in the value of sales from the same budget. We are not allowed to quote the uplift obtained but it gave an ROI on the cost of our software and services well in excess of x 20.
  • A second major benefit was the improved speed to develop budget plans; with over 300 campaigns pa and multiple channels in play, budget planning was taking many days to complete. This has now been reduced to seconds once the parameters for a new scenarios have been set
  • Lastly BAT has provided planners with the benefit of a full audit trail; all input metrics, saturation curves used and assumptions made are documented for each scenario. Additionally the BAT tool now holds a saturation curve library for use in future planning.

UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.


What can possibly go wrong when I allocate my marketing budget according to campaign ROI?

Well, depending on exactly how you do that, quite a lot actually!

Let me give three examples:

1. If you approve any campaign expected to provide an ROI > X you may be approving campaigns for which there may be alternatives that yield better X+++ returns. These may be different types of campaign with the same objective, or for instance the same campaign but just run at a different time of year.

2. It’s well known that all channels can suffer from over-use or saturation, at which point their ROI will start to drop. Just think of the irritation caused by a TV advert repeating too often. But if you cannot tell what the cumulative ROI of all your campaigns in a channel is, how are you going to be able to measure this effect, and know when to reduce spend in one channel or increase it in another?

3. Campaigns don’t just happen in isolation; they happen within the context of all the other campaigns that are happening at the same time, each of which may have an impact on a potential customer. Hence you spend on DRTV will impact your returns from direct mail or door-drops. Understanding the impact of your main channels on other channels can become critical.

So how to resolve these factors, and get to the point where your marketing budget allocation takes account of them?

We have developed a process, and related technology, that is designed to help you get to this point. The way it works in detail varies with each client, because no two clients share the same marketing campaign mix, but the outcome will be that you have a marketing budget that should get you the best possible return.

Contact us for more information and a no-obligation chat.


UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.