Dominos Australia eye a bigger slice

Summary

To achieve a 2% increase in marketing led sales, Domino’s Australia embraced used the Scenario Builder feature in Mutinex GrowthOS to streamline channels and boost ROI.

Domino’s Media Strategy and Analytics Manager, Blake Rand, explains how he utilized Using Mutinex’s Scenario Builder, to orchestrate an expected 2 per cent boost to marketing-driven sales. This is possible with the knowledge of what channels they need to boost, and which to eliminate..

During the commencement of a new financial year, most marketers will have just finished up putting the finishing touches on their budget planning. This process if often a fraught affair, often replete with tension, as data is sourced and interrogated, investment plans are created, and channels are decided upon. Being able to justify this action plan with the c-suite is often an areas of contention.

Domino’s now have a new solution to ease this friction and make better planning decisions – GrowthOS and its Scenario Builder.

Rand still needed to identify the correct data and insights to drive their overall FY25 investment strategy – but he says planning the new budget and gaining consensus is now easier than ever.

In a nutshell, Scenario Builder removes uncertainty by pulling data from multiple sources for the media planning process and allows Dominos’ team to build a plan from a robust model, with ROI at the centre.

“From a marketer’s perspective, from a media buyer’s perspective, from a CMO’s perspective, it solves a massive tension point.”

Mutinex Global CEO and Co-Founder, Henry Innis, agrees.

“For a lot of marketers, planning media can be a minefield because they’ve got data from Google, data from their TV buy and data from Facebook for example. None of it connects and there can be a lot of bias in the way that people interpret those results and pick winners and losers. Scenario Builder helps marketers to look at all of those outcomes through the same lens and really compare apples with apples when it comes to planning their investment.”

Dominos found that their budget planning this year was a far sight from previous years.

“Now we start with a base plan that I work with our media and marketing teams on, and then we use scenario builder to input different variations and optimise on that plan,” says Rand. “Most of the variations we test are inspired by things we’ve learned in recent months from MMM.”

One key takeaway this year was to rethink the number of channels in play within their marketing mix and investment strategy.

“Our biggest learning in the last several months has been that we can have a bigger impact with our media by throwing bigger punches at the areas that matter most, instead of trying to play in every space,” says Rand.

When Rand and Domino’s started to run scenarios they had a set of focus areas that they knew would be core to their performance and understood roughly the level of investment that would work for them in those spaces based on previous years.

“Where Scenario Builder helped was in showing us a range of different outcomes based on investment in what we were calling ‘opportunity spaces’. The question for us was, how do these ‘opportunity spaces’ enhance or detract from our core plan and what incrementality could we drive? In the end we were able to settle on a plan that is forecast to drive 2 per cent of additional marketing-driven sales.”

With six months of use under their belt, and increased confidence in its efficacy within the organisation, GrowthOS has become an important solution from which to help derive direction and ROI outcomes.

“We consistently learn new things from GrowthOS, so our media plan will no doubt evolve throughout the year,” says Rand. “We expect to come back to Scenario Builder to work through different hypotheses and make tweaks throughout the year.”