Partnership will propel car dealer's business performance forward
Beirut, 20 October 2015
In an increasingly complex and competitive business environment, brand owners need to know the exact impact of their marketing investments on their company's bottom line. To achieve this, Rasamny-Younis Motor Company S.A.L. (RYMCO), the dealer for Nissan/Infiniti and other car brands in Lebanon, has innovated once again and tasked OMD Lebanon and Annalect MENA with its marketing analytics program. Designed to identify how successful its diverse marketing activities are in driving actual car sales, this partnership with the two Omnicom Media Group MENA companies will enhance the effectiveness of RYMCO's communications and investments strategy.
Complex econometric models were built to work out which of its advertising campaigns over the last two years provided the best return on investment. This work also allowed RYMCO to better understand how different marketing activities worked together to optimize investments. As part of the exercise, OMD Lebanon and Annalect MENA, Omnicom Media Group MENA's data, technology and analytics division, worked out the optimal weights per channel, overall optimal budget and the significance of various competitive and environmental factors.
"As well as knowing what contributed to our current performance, we wanted to have a better understanding of how best to drive our growth. We needed to sharpen the relationship between marketing investments and business results," explained Fayez Rasamny, Chairman of the Board and CEO of RYMCO. "The analysis we're getting out of our partnership with OMD and Annalect delivers the constructive information we need to shape our future investment strategy. This is a very exciting new era for RYMCO's marketing."
"This analysis not only establishes marketing ROI on a strategic level, but also on tactical level, identifying what to do, what media mix to use and the amount to buy. In other words, it helps fine-tune communications investment decisions," added Wissam Najjar, general manager of OMD Lebanon.
"While econometric modeling is already popular in other markets and segments, we're excited to be taking the lead with RYMCO in and from Lebanon," commented Dana Sarkis, director of analytics and business intelligence at Annalect MENA. "This econometric study gave RYMCO hard facts on marketing accountability, provided valuable information and tracked the impact of marketing and advertising on the overall business. RYMCO can now make data-supported decisions to deliver on both its short- and long-term business objectives."
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About RYMCO SAL:
Rasamny-Younis Motor Company S.A.L. (RYMCO) is a joint stock company, ISO certified 9001:2008, that was established in 1957 in Lebanon and is the only automotive dealer to be listed on the Beirut Stock Exchange since 1998. RYMCO is one of the leading vehicle retail dealerships in Lebanon where it holds majority market share in the new vehicle retail industry, and commands a considerable portion of the used vehicle market. RYMCO operates a chain of independent showrooms and stores, a bonded warehouse as well as state-of-the-art servicing and maintenance facilities. The company has an automotive dealership arrangement with auto manufacturers in the US, Japan, Europe and China that include the likes of automotive giants Nissan Motors (Nissan, Infiniti), GM vehicles (GMC), Renault trucks, UD Trucks within the commercial department, Kawasaki and Peugeot Scooters under the Powersports division which also incorporates many other international brands for motor sports accessories and gear, while expanding to many other sectors related to the automotive industry. RYMCO marine is another unit within the RYMCO operations specialized in the servicing of boats under the brand name of RYMCO Marine.
About OMD Lebanon:
OMD, a global media network part of the Omnicom Media Group, is the largest and most innovative media marketing company in the world, with more than 10,000 employees in 100 markets serving many of the most successful and well-known global brands. The Gunn Report for Media has rated it as the Most Creative Media Agency for an unprecedented nine consecutive years. Named Media Agency of the Year by Campaign Middle East in 2011, 2013 and 2014, it has also received several global accolades, including the title of Adweek's Global Media Agency of the Year in both 2013 and 2014, and Agency Network of the Year at the M&M Global Awards 2014. OMD was the most effective media agency in MENA in 2011, 2012 and 2014, according to the Effectiveness Index, produced by WARC and Effie Worldwide. Omnicom Media Group MENA's sustainability practices are being reported in accordance with the GRI G4 Guidelines and the accuracy of its GRI G4 Content Index has been confirmed by the Global Reporting Initiative (GRI).
About Annalect MENA:
Annalect MENA is Omnicom Media Group MENA's data, technology and analytics division. It is a solutions provider that helps marketers make data actionable. Annalect's services and technology cut through the fragmented marketing ecosystem and put the right data at the fingertips of marketing teams. Its set of day-to-day working tools evolves with marketers' processes and workflows. These range from campaign performance and social measurement, competitive analysis, budget management, consumer exploration and marketing optimization. Annalect's technology solutions allow organizations to connect the fragmented web and make sense of large volumes of disparate data sources. Its marketing consultants and analysts help organizations build and optimize their data systems, competencies and extraction methods. In addition, Annalect provides comprehensive marketing mix modeling and advanced analytics services.
FOR MORE DETAILS, CONTACT:
Mr Wissam Najjar
Managing Director, OMD Lebanon
Tel: +961 (0)1 332 313
E-mail: wissam.najjar@omd.com
© Press Release 2015
