Business Economics
Marketing effectiveness
What we do
The question “How effective is the marketing expenditure?” is often a key issue for a business.
We have looked at this across a range of sectors and markets, and have developed extensive
experience in this field. Often the aim is to establish the relationship between sales and
marketing activities, either directly or indirectly taking into account market research metrics,
although sometimes the aim is limited to the effect of marketing activities on market research metrics.
Given the necessary data, we are able to quantify the effects of advertising, promotions,
public relations activities, sponsorship, etc, and look for “diminishing returns” effects,
the “halo effects” of (for example) activities associated with one brand or media channel on another,
“expenditure threshold” effects and “recruitment and retention” effects.
Econometric analysis underpins much of our work on marketing effectiveness, and we have developed
specialised econometric techniques for application in these fields. These specialised methods are
particularly well-suited to determining the quantifications required for media mix modelling efficiently and rigorously.
Recent clients and projects
BP, InBev, Nestle, MindShare, Diageo, Zurich Insurance, Geest, John Ryan International, Universal Music
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