Optimatica

Planning dealer marketing online

Ten car brands are said to rely on Optimatica to run their dealer marketing. The product is a marketing resource management system that moves planning, approval and reporting for manufacturers and dealers into one online system, so both sides can work from the same records. The company says work with brands began in the mid-2010s, with dealers joining from the middle of the decade.

Media plans in flowchart and budget form

Plans can be built for a year, a quarter or a month, and shown either as a flowchart or as a budget split. The system estimates minimum budgets automatically and checks them against traffic targets. Plans can be detailed or general, and the company says the system adapts to the particular features of each brand's marketing.

Placement approvals across agencies and regions

Placement coordination brings media agencies and regional brand managers into one approval process. Users can check guidelines, carry out audits and keep the history of each placement permanently. The module covers placement models and details, buying and media audits, storage of final documents and statistics, and integration with AdRiver, Google Analytics and Yandex Direct.

Reporting budgets against results

Reporting tracks effectiveness over time and compares plan budgets with actual spending. It shows how far a minimal budget has been carried out and provides checklists that help teams meet their goals, which the company says can be linked to bonuses. The company describes tracking effectiveness as something that becomes part of a company's marketing culture once the system is in use.

Media storage and access control

The system keeps key marketing content in one place and controls who can reach it, so approved material stays available to the people who need it. Together with the planning, placement and reporting tools, this storage forms a single record of how a brand's media was planned, approved and paid for.