Monster.com: 2011 Global Budget Allocation
Business situation and campaign objectives
The 2011 business objective said simply was to increase global traffic to the website and global bookings by employers than the previous year.
The overarching marketing strategy was to grow the pipeline. Having the intelligence to allocate the budget more judiciously would assist us in achieving our goal. This left us with a challenge – to effectively distribute budgets for a global business with varying needs, targets and KPIs. Monster.com, the leading global online employment solution has been innovative in its products and offerings, but how they deployed budgets globally was not as advanced.
It came as no surprise that Monster's global media budget had historically been dispersed primarily on percentage of revenue generated by market – with minimal input of market dynamics given their stringent KPIs.