Article Figures & Data
Figures
- Figure 1
Effectiveness of Television and Digital Media
- Figure 2
Efficiency of Television and Digital Media
- Figure 3
Maximum Potential and Saturation Patterns Of Television and Digital Videos
- Figure 4
Change in Effectiveness and Return on Investment (ROI) with Increase in Investment for Digital Videos
- Figure 5
Effectiveness of Television and Digital Media for the Food and Beverage Brand Across Campaign Themes
- Figure 6
Efficiency of Television and Digital Media for National Food and Beverage Company Across Campaign Types
- Figure 7
Maximum Potential (Percentage of Total Volume) and Saturation Patterns of Television and Digital Videos for a Standard Campaign
Tables
- TABLE 1
Scaled Marketing Investments by CeCareus in Year 1 and Year 2
Marketing Medium Year 1 Year 2 % Change Year 2 vs. Year 1 Aggregation Television 0.78 0.79 +0.49% National Digital display 0.10 0.12 +16.7% National Digital search 0.01 National Coupons 0.06 0.06 +0.05% Store Print 0.00 0.00 −33.3% Regional Radio 0.02 0.01 −60.4% Regional Rest 0.03 0.01 −58.4% Regional Total 1.00 1.00 −1.20% Regional - TABLE 2
Scaled Investments by CeCareus on Digital Display in Year 1 and Year 2
Digital Display Year 1 Year 2 % Change Year 2 vs. Year 1 Flash 0.64 0.53 −0.40% Rich media 0.13 0.19 +66.3% Custom 0.11 0.09 −2.10% Videos 0.12 0.19 +93.3% Total 1.00 1.00 +16.7% - TABLE 3
Model Outputs: Coefficients of the Marketing Variables, Retention Rates and Weibull Scale Parameters
Marketing Media β (t) Retention Scale Television 0.0279 (5.34) 0.50 2.8 Digital videos 0.0062 (4.22) 0.60 1.2 Flash 0.0021 (2.89) 0.20 1.3 Rich media 0.0016 (2.09) 0.30 1.3 Custom 0.0003 (3.12) 0.25 1.5 Search 0.0011 (4.76) 0.40 1.9 Print 0.0001 (1.03) 0.20 1.0 Radio 0.0000 (0.98) 0.20 1.0 Coupons 0.0047 (3.82) 0.10 2.3 - TABLE 4
Results: Optimization of the Marketing Mix
Marketing Instrument Year 2 Proposed % Change Year 2 vs. Year 1 Television 0.79 0.74 −6.33% Digital videos 0.03 0.06 +100.00% Flash 0.06 0.04 −33.33% Rich media 0.03 0.03 −5.52% Custom 0.01 0.02 +112.5% CeCareus digital search 0.01 0.02 +100.00% CeCareus coupons 0.06 0.08 +33.33% CeCareus print 0.00 0.00 +00.00% CeCareus radio 0.01 0.00 −100.00% Rest 0.01 0.01 Total 1.00 1.00 Net impact on ROI ($) 0.89 1.02 Note: ROI = return on investment.
- TABLE 5
Scaled Investments by Beverage on Television and Digital Display in Years 1 and 2
Campaign/Creative Theme Medium Year 1 Year 2 % Change Yr 2 vs. Yr 1 Standard Television 0.21 0.23 9.52% Digital videos 0.02 0.05 150.00% Digital display 0.02 0.01 −50.00% Search 0.01 0.01 0.00% Social media 0.12 0.01 0.00% Coupons 0.02 0.03 50.00% News Television 0.16 0.19 50.00% Digital videos 0.05 0.06 18.75% Digital display 0.02 0.03 20.00% Search 0.02 0.02 50.00% Social media 0.02 0.02 0.00% Coupons 0.03 0.04 33.33% Reminder TV 0.29 0.19 −34.48% Digital videos 0.04 0.05 25.00% Digital display 0.03 0.02 −33.33% Search 0.01 0.01 0.00% Social media 0.03 0.02 −33.33% Coupons 0.01 0.01 0.00% - TABLE 6
Results: Model Coefficients for Food and Beverages Brand
Campaign/Creative Theme Marketing Medium β (t) Retention Scale Standard Television 0.0386 (2.82) 0.80 2.8 Digital videos 0.0065 (2.31) 0.50 1.1 Digital display 0.0024 (1.99) 0.30 1.4 Search 0.0017 (2.72) 0.60 1.5 Social media 0.0015 (2.71) 0.40 1.7 Coupons 0.0011 (0.98) 0.20 1.1 News Television 0.0329 (4.01) 0.60 2.5 Digital videos 0.0049 (1.97) 0.40 1.8 Digital display 0.0008 (1.01) 0.30 1.2 Search 0.0015 (3.47) 0.50 1.5 Social media 0.0010 (2.21) 0.20 1.3 Coupons 0.0027 (1.98) 0.10 1.1 Reminder Television 0.0354 (3.78) 0.70 2.3 Digital videos 0.0041 (2.19) 0.50 1.6 Digital display 0.0014 (2.07) 0.40 1.5 Search 0.0012 (3.12) 0.50 1.5 Social media 0.0001 (1.12) 0.20 1.3 Coupons 0.0011 (0.98) 0.30 1.1 Variable Coefficient O Constant −0.0078 −5.44 Media investments (transformed) Television 0.0279 5.34 Email 0.0000 4.00 Digital video 0.0062 6.93 Flash 0.0021 2.89 Custom 0.0032 3.12 Rich media 0.0016 2.09 Paid search 0.0002 4.76 Print 0.1066 1.03 Organic search 8.1836 2.27 Restaurant factors Operating hours 0.4554 126.38 CeCareus sales-per-footfall index −0.5419 −42.68 Price discount 0.0455 41.88 Depth of discount 0.0117 9.89 Weekly metric: store cleanliness 0.0103 12.89 Weekly metric: employee training −0.0008 −11.96 Weekly metric: team helpfulness 0.0128 17.63 CeCareus_coupon_T1 transformed 0.0031 11.20 CeCareus_coupon_T2 transformed 0.0009 7.18 CeCareus_coupon_T3 transformed 0.0012 11.10 CeCareus_Coupon_T4 transformed −0.0001 −1.07 Holiday dummies (representative sample) Holiday dummy Labor Day −0.0317 −14.84 Holiday dummy Columbus Day 0.0224 10.26 Holiday dummy Veterans Day 0.0030 1.49 Holiday dummy Thanksgiving 0.0608 24.46 Holiday dummy Christmas −0.0455 −19.67 Holiday dummy Christmas (lag) 0.0021 0.89 Holiday dummy Martin Luther King Jr. Day −0.0542 −25.50 Holiday dummy Super Bowl −0.0562 −26.97 Holiday dummy Super Bowl (lag) −0.0284 −13.46 Holiday dummy Valentine's Day 0.0468 22.92 Holiday dummy Easter −0.0060 −2.38 Holiday dummy Memorial Day 0.0170 6.56 Holiday dummy Memorial Day (lag) −0.0182 −9.23 Holiday dummy July 4th 0.0867 40.61 Holiday dummy July 4th (lag) −0.0401 −17.70 Seasonal factors Seasonality index 0.7640 111.41 Average temperature 0.0429 25.44 Macroeconomic factors Unemployment rate −0.0439 −12.58 Consumer price index −0.2221 −5.27 Competitor factors Competitors' location and restaurant size index −0.0001 −1.89 Competitor 1 marketing investments 0.0000 −4.71 Competitor 2 marketing investments −0.0001 −12.91 Pseudo R2 0.89 Observations 81,224 Log likelihood −9,459
Vol 59 Issue 1
