EXPERTISE / ENERGY / FUELS

The energy sector has given us many challenges we have been able to solve
challenge
1

Energy: Brand and Reputation Dashboard

We were asked to develop a brand and reputation dashboard according to the parameters established by the Corporate Excellence Foundation, a group of large Spanish companies interested in professionalizing brand management and corporate reputation globally.

Solution:

Consolidation of brand management and corporate reputation as key strategies to achieve corporate excellence.

Demonstration of the financial profitability of intangible assets in terms of business results.

Actions carried out:

We developed a reputation and brand status, in a system that groups together indicators, initially dispersed, in order to obtain a global index for each of these variables.

We discovered the relationships that allowed us to understand the levers that activate recognition: performance indicators, communication activities, stakeholders attitudes.

We explored the relationships with other variables external to the model: reputational risks and exogenous variables

We found the relationships between reputation/brand and the attitudes of key stakeholders with business indicators.

Results:

We created software that gathers information on the main indicators of the company and its main competitors, as well as the relationships between themselves, and between them and the business.

We provided key support for decision-making based on the lessons learned.

Dashboard example

Dashboard example
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challenge
2

Energy: minimizing advertising investment

Our client wanted to know how much money should be spent on advertising over a year, to attain certain recruitment and loyalty objectives.

In addition, he also needed to know how much money they stand to lose, if they could not spend that amount.

Solution:

To arrive at the solution, it was first necessary to quantify the impact of advertising on all channels, both on customer recruitment and loyalty.

Once this impact was measured, the problem of minimizing the investment necessary to reach a predetermined objective was raised.

Actions carried out:

The problem could be solved for each desired objective, but the customer needed something more operative since they would not always have a predefined objective to be achieved.

Therefore, to cover this situation too, multiple scenarios were simulated by setting different potential annual goals in order to achieve the investment levels required by each of them. Thereby an efficiency curve was adjusted, marking the levels at which the investment should be made.

Results:

Through this development our client achieved a twofold result:

  1. On the one hand, if they had goals set to be achieved for the year minimum investment that should be made to achieve them.
  2. If they didn't have any manage the levels between which they could move and the business that would be achieved in each one of them, by examining what the significance of an increase/decrease in the annual investment is.
Energy: minimizing advertising investment
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challenge
3

Energy: advertising optimization

A leading company in the energy sector wanted to optimize advertising investment made on their different products.

Their main objective was to develop a tool to help them when carrying out their media mix planning.

Solution:

Our first task was to carry out an extensive analysis of all the data to determine the appropriate explanatory variables for the model.

We then developed econometric models for client acquisition by product and from these, quantified the advertising contribution of the media mix.

Actions carried out:

We calculated the investment returns of the different media, and from these we analyzed the improvement in advertising effectiveness.

We developed a mathematical model for optimization based on the effectiveness response curves obtained from the models.

Results:

We developed a web tool that reflects the effect of the different media including the Online Channel, allows us to assess the strength of creativity, based on quantified effectiveness in the model and optimizes in real time.

Media optimizer

Media optimizer
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