science manager Mike Macri and his team have used
war gaming to quickly assess which markets will be
receptive to creative messages about fuel efficiency
and have redirected advertising resources accordingly via their agency partners. Indeed, these war
games are driving several current cross-media campaigns for Ford.
Predictive analytics also allow Ford to war-game
changes in media planning and purchasing, both
nationally and locally. For instance, it discovered
that the company's overall digital spending, though
appropriate, was overemphasizing digital display
and underinvesting in search. In addition, before
the firm used war-game scenario planning, national
and local marketing budgets were treated separately
and rarely coordinated. It had been difficult for Ford
to determine, for example, how much it should provide in matching funds to dealer groups, whether
consumer incentive levels differ among the various
cars and regions in its portfolio, and how boosting
social-media spending and reducing traditional
media buys would affect sales to young drivers. War
gaming allowed Ford to predict how those scenarios would play out before actually making changes.
The result: Shifts from the national budget to local
budgets have produced tens of millions of dollars
in new revenues, with no net change in the total ad
budget.
science manager Mike Macri and his team have used
war gaming to quickly assess which markets will be
receptive to creative messages about fuel efficiency
and have redirected advertising resources accordingly via their agency partners. Indeed, these war
games are driving several current cross-media campaigns for Ford.
Predictive analytics also allow Ford to war-game
changes in media planning and purchasing, both
nationally and locally. For instance, it discovered
that the company's overall digital spending, though
appropriate, was overemphasizing digital display
and underinvesting in search. In addition, before
the firm used war-game scenario planning, national
and local marketing budgets were treated separately
and rarely coordinated. It had been difficult for Ford
to determine, for example, how much it should provide in matching funds to dealer groups, whether
consumer incentive levels differ among the various
cars and regions in its portfolio, and how boosting
social-media spending and reducing traditional
media buys would affect sales to young drivers. War
gaming allowed Ford to predict how those scenarios would play out before actually making changes.
The result: Shifts from the national budget to local
budgets have produced tens of millions of dollars
in new revenues, with no net change in the total ad
budget.
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