Car Deal­ers Pi­o­neers An­a­lyt­ics in Le­banon

ArabAd - - AD TALK -

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

Newspapers in English

Newspapers from Bahrain

© PressReader. All rights reserved.