Not all International Markets are Created Equal.
Maximising Performance across 34 Target Markets.
Marks and Spencer Group plc is a major British multinational retailer, that specialises in selling clothing, home accessories and food products – mostly of their own label. Including the UK, M&S work across 34 distinct international markets from big players like the US, Australia and France; to smaller markets like Albania, Kuwait and Brunei.
Historically, M&S’s approach had been to funnel most of their budgets (roughly 60%) into their top four players, 30% into the next four markets; leaving just 10% for the remaining 11 markets. NMPi by Incubeta was tasked with developing a system that would allow them to maximise performance across all 34 of their target markets and tap into new channels of revenue.
Goals.
- Develop a system that maximised performance across all 34 target markets
- Increase overall Return on Ad Spend (ROAS)
Approach.
- Developed a custom cloud-based platform that handled thousands of data points across 200 markets to plot a country’s potential & complexity
- Established a unique score for each market to understand key behavioural characteristics of individual countries
- Created a Market Matrix which categorised each market into specific tiers, based off of their individual score
- Each tier had their own strategy & approach to maximise success.
Results.
- ROAS was up 477% YoY
