Copernicus Marketing Consulting & Research

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Lively, topical webcasts for B2C and B2B marketers.

Tune in for helpful how-to information and big-picture perspectives on burning marketing and business issues from Copernicus' digitally saavy senior consultants and guests.

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Marketing Analytics: 5 Things Every CMO Should Know Most marketers recognize the future of marketing is in organizing big data around the customer; analyzing and synthesizing it into actionable insights; and applying these insights to marketing decisions. Across industries and categories, CMOs are looking to marketing analytics for help.

In this webcast, Copernicus’ CEO Peter Krieg will draw from his experiences with leading brands around the world and post-mortem observations of where analytics projects have gone awry to highlight five big picture considerations for CMOs.
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Jun 27 2013
30 mins
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  • Most marketers recognize the future of marketing is in organizing big data around the customer; analyzing and synthesizing it into actionable insights; and applying these insights to marketing decisions. Across industries and categories, CMOs are looking to marketing analytics for help.

    In this webcast, Copernicus’ CEO Peter Krieg will draw from his experiences with leading brands around the world and post-mortem observations of where analytics projects have gone awry to highlight five big picture considerations for CMOs.
  • Learn best practices for using marketing mix modeling to measure, monitor, and optimize your marketing investment from special guest Irina Pessin, Managing Partner of marketing effectiveness consulting firm Data2Decisions US.

    According to Irina, marketing mix modeling helps you not only improve ROI, but also build a stronger business case for marketing investments to senior management. She will demonstrate how to ensure your marketing mix modeling can answer the questions most critical to improving marketing effectiveness, including:

    • Which factors have historically contributed to sales?
    • What has been the sales effect of the various marketing mix activities?
    • What was the ROI from marketing activities?
    • What is my profit maximizing budget?
    • How do I optimize brand and channel weight and selection?

    In addition, she will illustrate how traditional marketing mix modeling has evolved to accommodate bought, owned, and earned media channels to create an even more comprehensive and powerful evaluative tool.
  • A critical element of any marketing mix optimization exercise is understanding how different media channels work together, build off each other, and how they directly or indirectly contribute to sales.

    Given the increasing complexity of reaching and engaging customers effectively as media channels shift in priority and preference, having a deeper understanding of the synergistic performance of all channels substantially improves the ability to optimize current and future media plans.

    In this webcast, Rolf will demonstrate how to assess and evaluate the effects of different media on each other. Very importantly, he will describe how to translate and apply these insights to media decisions.

    You will learn about:

    • Techniques for disentangling the true impact of all media channels
    • Using insights into the direct and indirect contribution of each channel
    • Simulating different media scenarios to forecast ROI and sales

    He will include examples of how marketers have used a more comprehensive knowledge of how media works for their brand in the Bought, Owned, and Earned media environment to develop more effective plans.
  • It’s the Holy Grail of marketing mix optimization in the bought-owned-earned media landscape—a virtual marketplace that makes it possible to evaluate the ROI of current marketing and media plans. Many marketers also are using this tool to simulate innovative marketing strategies and plans they have never tried before and forecast the likely results.

    In this webcast, Jeff Maloy will explore the most critical issues to building, using, and applying the results of a virtual marketplace including:

    • Establishing the marketing or business problem you are trying to solve, and identifying when these types of models are most appropriate.

    • Understanding and modeling how "agents" (e.g., consumers, businesses) behave, interact, and network.

    • Optimizing the current mix across the bought-owned-earned media landscape.

    •Testing alternative targeting, messaging, marketing, media, and competitive response scenarios using a dynamic simulation tool.

    Jeff will offer perspectives on the types of questions this tool can help marketers solve, and provide examples of how brands have used it for marketing mix optimization and improved ROI.
  • In this webcast, special guest Phil Burroughes, commercial director of retail and shopper marketing agency rmi, will tackle the often confounding topic of understanding the journey shoppers take as they move along the path to purchase.

    Challenging the current thinking in the industry, Phil will demonstrate how a change in planning principles can drive sales and awareness for a brand in retail channels. He will describe a simple model that can help marketers isolate the frequently-missed key moments in shopper journey planning, as well as a two-stage approach to engaging retail partners and shoppers to optimized sales.
  • Retailers and manufacturers are aligned in their quest for improved foot traffic and increased market baskets. To this end, it pays for marketers to dive deeper into the reasons shoppers have for visiting a (physical or online) store.

    This "trip mission" greatly influences the choice of channel, and the types of marketing and promotional tactics that are effective in driving sales. By fully understanding the different types of shopping occasions, marketers can deliver retailer- and channel-specific planning guidance to improve sales.

    In this webcast, Jeff Maloy will describe an approach marketers can use to classify consumer buying occasions and develop a richly-descriptive typology for the channels and “media” they use.
  • More and more brands that primarily sell through retail also use their websites to sell direct to customers. A brand’s ecommerce shoppers, however, not only differ in important ways from their retail targets, but also from each other.

    Understanding these distinctions is critical to optimizing site effectiveness.

    In this webcast, Eric Paquette will describe tools to identify, size, and profile a brand’s ecommerce shoppers and develop strategies to drive increased sales.

    He will demonstrate how to:

    - Identify the most valuable ecommerce shoppers for your brand
    - Understand their needs from the brand’s ecommerce site
    - Measure how your site delivers against those needs.
  • In the digital age, capitalizing on the biggest opportunities to move shoppers towards your brand and drive sales in different channels requires relevant, executable knowledge of how to most effectively reach and engage target shoppers.

    In this webcast, Peter Krieg will discuss an innovative approach to shopper marketing strategy development that drives sales, profits, and brand equity. He will demonstrate how you can apply profit-driven insights to enable highly effective digital programs and improve integration with overall brand strategy.

    Learn how to:
    • Identify the most profitable group(s) of shoppers to target for your brand
    • Determine the touchpoints along the target shopper’s path to purchase that have the greatest effect on sales, loyalty, and advocacy
    • Understand consumer buying occasions and the channels they use
  • To more effectively use digital communications channels and integrate online and offline marketing efforts, marketers often do research to better understand the habits, behaviors, and activities of their most profitable targets. The big challenge comes not from getting good, comprehensive information, but taking it the next step and using it to guide strategy and planning.


    In this webcast, Kevin Clancy will describe how to study these targets in terms of their digital behavior, investigating the extent to which they use the web to better inform their buying decisions and to communicate with like-minded people everywhere.

    He will focus in particular on guidelines marketers can follow to ensure digital insights will not only drive strategy, but also the successful execution of that strategy.
  • While most marketers agree that social media listening can provide important real-time insights about trends, unmet needs, and campaign and new product performance, they continue to wrestle with the best way to sift through the volumes of consumer-driven conversation in order to find the truly valuable information that can guide marketing decisions.

    In this webcast, special guest Rolf Olsen, Marketing Sciences Director at communications planning powerhouse Carat US, will offer some key questions to ask and answer to help you formulate your own social media listening plans.

    Rolf Olsen has over a decade of experience in the data and insight industry and built the social listening capabilities of Carat’s parent company Aegis Group from the ground up. Drawing from his experiences from the client- and agency-side, he will give his front-line perspective on:

    •The importance of establishing a formal social listening program
    •Taking a balanced approach to filtering the data coming from social sources
    •Best practices for selecting a listening partner

    Throughout his talk, he will weave in examples and case studies to illustrate what other brands are doing with data and insights gathered from listening efforts.

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