Car Dealers Pioneers Analytics in Lebanon
In an increasingly complex and competitive business environment, brand owners need to know the exact impact of their marketing investments on their company’s bottom line. To achieve this, Rasamny-younis Motor Company (RYMCO), the dealer for Nissan/infiniti and other car brands in Lebanon, has tasked OMD Lebanon and Annalect MENA with its marketing analytics programme. Designed to identify how its diverse marketing activities are driving actual car sales, this partnership with the two Omnicom Media Group MENA companies will help enhance the effectiveness of RYMCO’S communications and investments strategy.
Complex econometric models were built to work out which of its advertising campaigns over the last two years provided the best return on investment. This work also allowed RYMCO to better understand how different marketing activities worked together to optimise investments. As part of the exercise, OMD Lebanon and Annalect MENA, Omnicom Media Group MENA’S data, technology and analytics division, worked out the optimal weights per channel, overall optimal budget and the significance of various competitive and environmental factors.
“As well as knowing what contributed to our current performance, we wanted to have a better understanding of how best to drive our growth. We needed to sharpen the relationship between marketing investments and business results,” explained Fayez Rasamny, Chairman of the Board and CEO of RYMCO. “The analysis we’re getting out of our partnership with OMD and Annalect delivers the constructive information we need to shape our future investment strategy. This is a very exciting new era for RYMCO’S marketing.”
“This analysis not only establishes marketing ROI on a strategic level, but also on tactical level, identifying what to do, what media mix to use and the amount to buy. In other words, it helps fine-tune communications investment decisions,” added Wissam Najjar, general manager of OMD Lebanon.
“While econometric modeling is already popular in other markets and segments, we’re excited to be taking the lead with RYMCO in and from Lebanon,” commented Dana Sarkis, director of analytics and business intelligence at Annalect MENA. “This econometric study gave RYMCO hard facts on marketing accountability, provided valuable information and tracked the impact of marketing and advertising on the overall business. The company can now make data-supported decisions to deliver on both its short- and long-term business objectives.”
Fayez Rasamny and Wissam Najjar