A story about how continuous measurement of marketing communications has led to great results. In late 2014, Lumo Rental Homes appeared on the Finnish rentals market from almost nowhere. In a few years, this accommodations provider has managed to become one of the most well recognized brands on the market. How is this possible? The explanation is found in deep customer understanding. The brand has adapted an on-going measurement of all its marketing communications, which enables continuous learning towards data driven decision making. Annalect, together with ToinenPHD has provided Lumo Rental Homes with regular marketing campaign evaluations as well as brand trackings, which metrics can easily be monitored with our dashboard solutions.
Tarina siitä miten jatkuva markkinointiviestinnän mittaaminen on johtanut erinomaisiin tuloksiin. Lumo-Vuokrakodit on kasvanut muutamassa vuodessa uudesta ja täysin tuntemattomasta brändistä yhdeksi Suomen tunnetuimmista vuokra-asumisen brändeistä. Brändin menestyksen taustalla on systemaattinen markkinoinnin mittaaminen, jatkuva oppiminen sekä asiakasymmäryksen kehittäminen. Annalectin ja ToinenPHD:n säännölliset markkinointikampanjanoiden analyysit sekä dashboardien avulla seurattavat brand-tracking tulokset, ovat antaneet arvokasta tietoa päätöksenteon tueksi.
How to reach consumers looking for a new home?
Lumo Rental Homes, Kojamo Plc’s new consumer brand was launched with one mission: to provide customers with more freedom of choice when it comes to housing in the form of new services. Since the beginning, the sales targets for the brand have been set high. Therefore, it has been crucial to understand whether marketing investments are reaching the right audience and if marketing messages are experienced as relevant. Special attention has also been paid to the advertising’s impact on the Lumo brand and its desirability. Naturally, sales KPI’s have been present during the whole measurement process.
“The close cooperation with the experts of Annalect has been very fruitful and rewarding. The collaboration has always been smooth and seamless.”
Hanna-Maarit Nieminen, Head of Marketing, Kojamo Plc
Annalect, together with the client’s media Agency ToinenPHD has been a natural partner for measuring the brand’s marketing efforts. The synergy with ToinenPHD has brought a lot of benefits to the table, which can be seen as deeper customer understanding and meaningful activation recommendations.
Towards a new direction with the power of marketing campaign evaluations and brand trackings
In order to know what concepts are working well, the advertised campaign’s effectiveness and proper functionality have been researched with marketing campaign evaluations. These evaluations have enabled the optimization of future campaigns regarding media investments and even creative direction of the advertising. On top of this, the marketing campaign evaluations have provided valuable insights on how consumers have understood a certain message, and if the advertising has activated them in the right way.
The brand’s position on the market has been systematically followed with brand tracking. Brand tracking benchmarks the brand’s performance regarding the development of awareness, preference and consideration on a weekly level. This data provides a good overall perspective on how the brand is performing compared to its main competitors.
Continuous measurement and optimization of marketing investments has resulted in a strong brand image
Measurement has been the key to Lumo Rental Homes success. This data driven process has guided the brand towards a road of better results. The foundation behind any effective and purposeful marketing is continuous research of what has been working previously, and what should be done better in the future. Thanks to a systematic and purposeful data-driven marketing strategy, we have had the pleasure to follow the brand’s fast growth on the market.
“We always examine and measure all our marketing investments, because that’s the only way to progress and learn. This allows us to pick the best performing concepts when planning our next marketing activities. This can be seen in our results.”
Hanna-Maarit Nieminen, Head of Marketing, Kojamo Plc
Lumo Rental Homes have been researching its brand with the help of brand tracking since the very beginning. Today, there is a lot of valuable information regarding the development of the brand. In early 2017, the brand tracking metrics were transferred into Annalect’s Tableau Dashboards. The dashboard was customized to serve the continuous data-driven evaluation of the brand and its marketing communications. The dashboard makes it easy to follow the long-term development of the brand and all its marketing communications.
