Optimize marketing resources holistically and sustainably

We support you in taking your marketing efficiency to the next level

Your expert for questions

Cosma Nouschirvan
Expert for marketing efficiency & analytics at PwC Germany
Tel: +49 151 10575497
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Increase marketing efficiency in planning, budgeting and activation through data-supported analyses

Are you facing the challenge of adapting your marketing strategies to increasing customer expectations? Are you wondering how you can better understand your target groups, develop personalized messages and measure success? Then it’s time to take your marketing activities to the next level with precise target group analyses, customized planning and budgeting as well as data-based measurement – and optimize your efficiency across the entire marketing funnel.

“CMOs and CFOs are currently under pressure. In order to effectively reduce costs and increase Return on (Marketing) Investment simultaneously, it is important to use marketing activities efficiently and in a targeted manner, as cost savings of up to 20% can be achieved by optimizing marketing expenditure.”

Cosma Nouschirvan,Senior Manager, Customer Transformation, PwC Germany

PwC offers a proven framework for increasing marketing efficiency that comprises eight central components. The framework covers the entire marketing funnel and all phases of the customer journey. Our PwC experts will work with you to assess which component is relevant for your company and support you in optimizing your marketing measures sustainably and data-based to gain a distinct competitive advantage.

How we create the ideal conditions for a successful implementation of our Marketing Efficiency Framework

Initial assessment

An initial assessment is crucial for determining the status quo of your marketing activities and identifying potential for optimization. Once an analysis has been carried out, it is important to define current processes, structures and resources. A well-conducted assessment provides a clear starting point, uncovers inefficiencies and offers opportunities for improvement. It enables targeted planning and adjustment of your marketing strategy so that you can make informed decisions and achieve sustainable success. This ensures that every initiative is targeted, and your return on marketing investment (ROMI) is maximized.

First-party data strategy

A first-party data strategy is crucial to define touchpoints for data gathering as well as to collect it accurately and in compliance with data protection regulations. A sophisticated channel strategy helps you to increase the quality and quantity of data collection and thus increase the effectiveness of various analyses.

Efficient operating model

An efficient operating model is important for aligning your marketing strategy with your business goals in the long term and defining clear responsibilities. It enables an agile way of working so that you can react quickly to new trends and technologies and forecast next steps.

Boost the realignment of your marketing with our Marketing Efficiency Framework!

Framework auf einen Blick

Customer Scoring

With customer scoring, you can precisely analyze your customers’ behavior and develop targeted marketing measures through segmentation, predictions and prioritization to maximize your ROI and strengthen your customer loyalty. With the support of an insightful first-party data strategy and a CDP, you can use previously isolated data for personalization and a sustainable customer experience.

As part of a customer scoring project in the automotive sector, we were able to predict the likelihood of purchasing a vehicle based on six months of customer activity. The model correctly predicted 70% of conversions and 73% of non-purchases, which corresponds to an overall accuracy of 73%. It was 2.54 times more effective than a random model.

Campaign Optimization (ROMI)

Our experts optimize your campaigns through comprehensive analysis and data-driven strategies. The team identifies the most effective channels and measures to maximize your ROMI. With customized recommendations and continuous monitoring, we ensure that your campaigns are always on track for success.

This enabled us to increase the unique click-through rate (UCTR) for one customer by 288% and the click-to-open rate by 181%.

Content Optimization (ROC)

Content optimization aims to build a data-driven, performant and efficient content supply chain to meet your customers’ demands for personalized content. By implementing holistic, integrated and AI-supported content management, you can utilize resources more strategically, improve relevance and engagement and set KPIs. We can advise you on how AI can be utilized throughout the content management process to deliver the content you need, even in times of limited marketing budgets.

Audience Optimization (ROX)

PwC optimizes your target group approach through customized analyses and data-driven strategies. We use customer scoring and AI to precisely segment target groups and develop personalized marketing measures. Following a detailed analysis, all measures are customized to your specific goals and market requirements. This allows you to utilize resources efficiently, increase relevance and engagement and define clear KPIs.

Marketing Mix Modeling

Marketing Mix Modelling (MMM) analyses your historical data to quantify the impact of your marketing activities on business success. This approach helps to identify the most effective channels and activities. Predictive models allow us to analyze scenarios and optimize budgets. Advanced algorithms and customizable performance targets maximize volume, revenue or profit. For a company in Switzerland, we increased lead generation by optimizing budget allocation without increasing the marketing budget.

Multi-Touch-Attribution

Multi-Touch Attribution analyzes your entire customer journey and evaluates the influence of each touchpoint on your customers’ purchasing decision process. By recording and analyzing all interactions, we can precisely allocate and optimize your marketing measures. Through MTA, we enable our clients to improve budget allocation and maximize the ROI of each marketing campaign by identifying the most effective channels and strategies. For a financial institution, we analyzed that an MTA model is more accurate, effective and economically viable than an LTA (Last-Touch Attribution) model.

MarTech Baselining & Audit

A Marketing Technology (MarTech) Baselining & Audit provides an in-depth analysis of your media spend and processes, evaluates efficiency and effectiveness, identifies optimization potential and ensures your budget is optimally spent. Our baselining for a German insurance company with a €200 million media budget achieved a transformation to a globally consolidated media agency in 35+ markets and digital media spend savings of 15%.

Real-Time Brand Valuation

Real-Time Brand Valuation continuously analyses the brand value of your company in real time, enables immediate recognition of the success of marketing campaigns and saves time and costs. Our Brand Study 2024 “The brand as an anchor of corporate sustainability” shows that brands contribute significantly to business success and company value. Brand valuations are crucial for monitoring and decision-making in brand acquisitions. The most common reasons for valuations are internal reporting and competitive analyses.

Artificial Intelligence & Machine Learning

AI and ML analyze large amounts of data in real time and provide more precise forecasts and recommendations. AI & ML are used in the components. This allows you to continuously optimize your marketing strategies and create personalized customer experiences.

Customer Data Platform, Enterprise Resource Planning, Digital Asset Management & AdTech

A Customer Data Platform trains the models with comprehensive and standardized customer data, enabling detailed target group analysis.

The Enterprise Resource Planning (ERP) system bundles business data in a centralized database and ensures that marketing initiatives are optimally aligned with the availability and distribution of resources.

Digital Asset Management (DAM) plays a central role in the provision and return of optimized content, making marketing materials consistent and omni-channel accessible.

AdTech solutions allow you to precisely control and analyze your advertising measures. This will maximize the reach and impact of your marketing investments based on data-driven decisions.

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Mathias Elsässer

Mathias Elsässer

Partner, PwC Germany

Tel: +49 175 5158588

Cosma Nouschirvan

Cosma Nouschirvan

Senior Manager, PwC Germany

Tel: +49 1511 0575497

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