Supplier performance management and measuring marketing ROI - Focus Day

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• Marketing and procurement traditionally have misaligned goals - procurement wants to save and marketers want quality. How are the most successful organisations sorting out this misalignment by managing the contradictions?
• Truly build open relationships by using strategic thinking to manage the relationship between marketing, procurement and the creative agencies to make it more transparent
• How to talk about key issues openly, honestly and with no hidden agendas – resulting in a win-win situation for all parties
• Case example of how this was achieved with one creative agency – flexibility needed by all parties to create value to both organisations whilst supporting of brands and a return on investment
• The pros, cons and strategy forward to true collaboration in creating open, long-term relationships with agencies and suppliers
Vladimir Komanicky, Director, Global Category Leader, Creative Agencies, GSK

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• Case example of how technology and outsourcing can transform marketing campaign efficiency • Understanding stakeholder requirements and how their needs can be met • Metrics, tools and processes to drive marketing accountability, through the measurement and assessment of marketing campaign efficiency • How to link the metrics to business indicators and demonstrate results to stakeholders

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At a time when advertisers are cutting back on marketing budget, it’s even more imperative to identify where the best return on spend is being seen and maximising these opportunities in a fast moving sector. A good matrix for measuring ROI is not easy to find, especially in mature businesses, which is why many advertisers are still struggling with this. This highly interactive workshop will offer the latest techniques and tools, in order to use data to make strategic marketing decisions, optimise your brand and marketing strategy and maximise marketing ROI. An invaluable opportunity for you to turn theory into practice by applying your knowledge in an experienced classroom environment.
• What data is available and which types are needed the most to make better strategic marketing decisions?
• How to maximise the lifetime value of customers and optimise your brand strategy?
• Optimising the marketing mix: advertising, promotions, pricing, innovation
• How to use econometric models and optimisation models to maximise marketing ROI

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How do media agencies work - where and how do agencies assign costs? Where do they place value?
• How can you get value for price? What about volume rebates? How do volume discounts work?
• Large agencies are able to negotiate at a network level rather than bespoke for individual clients (whereas other agencies only work at a client level negotiation) – what are the advantages and disadvantages of each one? How does each buy and what is the cost impact to the client? Which is the right one to use and when? For which purpose is one better over the other?
• Real time bidding – how to gain cost transparency in this area and how should it be measured?
• Agency trading desks – how to make sure agencies are using your money efficiently
• What tanglible actions should be taken to get better visibility and how should contracts be revised to reflect this?

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Digital is changing the way brands and agencies operate and, as a result, the way both parties need to approach compensation. Different KPIs, beyond old fashion definitions of working and non-working media, are needed to facilitate proper evaluation and incentivise the best digital work. In addition, different contract terms are often necessary in digital to address growing data and technology needs as well as to encourage innovation and enable nimbleness.
• The difficulty of providing a measureable, quantitative only way to approach benchmarking in digital marketing
• Methodology based benchmarking - creating a check-list and KPIs with the agency revolving around internal benchmarking of process and governance
• Opportunities and pitfalls in aligning agency compensation
• Case examples of benchmarking methods created
• What metrics can be used around social media platforms? What is a true measure of performance in this space?
• Structuring resources to maximise output in the digital area – SEO, social media, apps, mobile –how much investment should go where?

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• What procurement must do to succeed in the world of marketing – four market proven solutions
• Why marketing is not a cost to be minimised but an investment to be maximised
• Who should Procurement report to? What must Procurement’s approach and deliverables be? What must marketers do differently?
• How to build an effective marketing procurement organisation
• A road map that will maximise your bottom line performance and results

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• The latest trends from over 40 global marketers on how they pay their agencies
• How performance based models are evolving
• What metrics and KPIs are being used across agency types
• What the future of agency remuneration is looking like

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3-5 industry experts engage in a themed Q&A session, led by a moderator. This is designed to be extremely interactive, so put your questions to the expert speakers and join the debate!

Hear the latest remuneration trends from the newly published report from the WFA. Steve will share the latest findings regarding:
• What methods of remuneration are currently being used within organisations? Accountable compensation / pay for performance / just hours / FTE’s / costs – which deliver efficiency AND effectiveness?
• What are the newer methods of performance-based compensation and are they taking off?
• What incentives incentivise your agency? What is your philosophy behind it?
• Agency compensation models – how do they differ for creative, media and digital agencies?
Our panellists will discuss questions around:
• How to manage implementation when you have variable scopes of work & how can procurement help marketing better manage the scopes of work
• Procurement’s involvement in remuneration – watch-outs and potential challenges to be aware of
• How does procurement interact with marketing and finance in remuneration negotiations?
• Does the remuneration model change when dealing with bigger, key agencies or remain the same?
• When is the best time to discuss remuneration with agencies?
• What is the agency perspective on bonusing and the right ratio of risk/reward

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