Performance Analysis

How can you tell a Performance Analysis is needed?

If your situation shares more than a few of these characteristics, a performance analysis is highly likely the single most productive way to quickly improve sales and profit contribution.

Signs you need a performance analysis:

• Complete P&L financial results for campaigns do not exist.
• Campaigns are launched without a written plan stating forecast response rates and financial results.
• At a campaign’s a conclusion, no comparison is made between the forecast plan and actual results. There is no “post analysis” and lessons learned.
• Campaign P&L metrics for “maximum allowable advertising cost per order” do not exist.
• Campaign P&L metrics by advertising channel (space, direct mail, web) do not exist.
• Guidance metrics for customer life time value (LTV) do not exist.
• A rolling 12-, or 18-month marketing plan of all campaigns does not exist.
• Testing is haphazard, unsystematic, or not done at all.
• Tests are conducted without a clear statement of response and P&L results expected from the test.
• Campaign list selections are not consistent for comparing campaign to campaign metrics.
• Alternative media channels (direct mail, space, package inserts, E-mail), creative executions and offers are not tested.
• Marketing Directors change and clear campaign plans and results documents are not available for his/her reference.

Performance Analysis

There are many kinds of analyses. They can focus on market analysis, strategy evaluation, organization structure and more. Stuart DM management consulting service provides two types of analysis:

    The Marketing Process Analysis focuses on the internal methods and systems used to develop marketing plans. (The systems and functions for planning, organizing, and controlling marketing.) The analysis emphasis is on marketing administration, the advertising creative development process, and the methods of forecasting response and financial results and reporting. The objective is to determine if direct marketing campaigns are created efficiently, effectively and managed to achieve sales and/or  profit contribution targets.

    The Marketing Plan Analysis is an evaluation of the company annual marketing plan and tactical campaigns to see that results are being maximized. Based on Stuart’s knowledge of proven and advanced direct marketing strategies and techniques, multiple opportunities to increase sales with controlled profit contribution can be uncovered.

The analyses are independent, objective, systematic and comprehensive evaluations based on Steve Stuart’s considerable experience and expert know-how. In  addition to learning problem areas and how to fix them, the evaluations tell management and staff how to create campaigns for maximum financial returns, whether it’s sales, profit contribution or a combination of both. Staff will also learn how to launch campaigns faster, easier and with far greater certainty of a positive financial outcome.

The analysis is broken into three phases. Phase one is agreement on objectives, scope, and approach. Phase two is data collection. Phase three is report and presentation.

What does an analysis cost?

The fee varies by size and complexity of the company or strategic business units, marketing development process, campaigns and employee’s depth in direct marketing decision making and execution. Fees can range from $3,500 to $20,000. We start with an initial fixed fee that covers phase one. At the conclusion of phase one and beginning of phase two, the remaining fee is established and agreed.

How to start?

Call or email to setup a 30 minute conversation to tell us about your company. We will want to know your type of business, the sales range, how much you spend annually on marketing and your marketing admin process. We need to get an indication whether Phase Two must be done on your premises, talking with your people and looking at your records – or whether it can be done by Zoom and document uploading. With that information, we should be able to give you a draft Phase One proposal.