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Helping bring fair trade to Japan's marketing services

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Blair Currie
Blair Currie

Media Auditing in Japan

Empresariales
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METRICS Helping bring “Fair trade” to Japan’s marketing services industry
Mission ,[object Object],Marketing Management Consulting using Measurement, Evaluation and Benchmarking
Purpose ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Needs of marketers globally and in Japan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why Audits are necessary in Japan? ,[object Object],*TV Spot buying ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Our Service Line-up ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Media Audit Creative Audit PR Audit Agency Audit Management System Audit Marketing Management Consulting M-ROI Audit Creative Audit Digital Audit Reputation Audit
Media Audit – our core business ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Media Audit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Global Audit National Audit
Global Audit METRICS has made alliances with worldwide media consulting companies to monitor media performance across the world USA Canada Brazil UK & Ireland Italy Spain Benelux Germany France Mexico CEE/Russia Korea India, Pakistan Australia, NZ SE Asia China Greece/Turkey Global Audit Australia
Global Audit – Common Methodology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Global Audit – Scoring Process Your Performance CP Market Performance Your Cost Performance Local Cost Benchmark Quality Score Cost Score Compare with each benchmark Overall Score Evaluate the balance of Quality and Price/Cost Remark: Local Cost Benchmark is deduce from Cost Pool
National Audit – target cost efficiency Qualities Costs Buying Cost Stable HH GRP Achievement Conversion Ratio × ,[object Object],[object Object],[object Object],Target Cost-efficiency Improvement National Audit (Japan) These elements should be compared with market benchmark and past record benchmark to improve ‘target cost efficiency’.
National audit - coverage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
National Audit - example ,[object Object],[object Object],[object Object],[object Object],Major Loss Factor -9.8% (-293.5 GRP) Improvement for Loss Factor 95.8% Achievement can be reached -419.9 0.0 0.0 -45.8 0.0 -69.5 0.0 -123.7 -45.0 -35.6 100.3 GRP 86 0.0 0.0 -1.5 0.0 -2.3 0.0 -4.1 -1.5 -1.2 -3.3 GRP% % Achiev M10 M9 M8 M7 M6 M5 M4 M3 M2 M1
National Audit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Media Audit ,[object Object],[object Object],Expenditure Index Quality Index Zoning Index Actual GRP ＝ × M-Index (Cost benchmark)
Media Audit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Background ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Helping bring fair trade to Japan’s marketing communications industry For more information email or call Blair Currie, Representative Director for SPI and Metrics at [email_address] or call at +8190 7824 0396

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Helping bring fair trade to Japan's marketing services

  • 1. METRICS Helping bring “Fair trade” to Japan’s marketing services industry
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  • 9. Global Audit METRICS has made alliances with worldwide media consulting companies to monitor media performance across the world USA Canada Brazil UK & Ireland Italy Spain Benelux Germany France Mexico CEE/Russia Korea India, Pakistan Australia, NZ SE Asia China Greece/Turkey Global Audit Australia
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  • 11. Global Audit – Scoring Process Your Performance CP Market Performance Your Cost Performance Local Cost Benchmark Quality Score Cost Score Compare with each benchmark Overall Score Evaluate the balance of Quality and Price/Cost Remark: Local Cost Benchmark is deduce from Cost Pool
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  • 19. Helping bring fair trade to Japan’s marketing communications industry For more information email or call Blair Currie, Representative Director for SPI and Metrics at [email_address] or call at +8190 7824 0396