As a marketer, how do you know that your marketing dollars are being allocated across advertising vehicles most effectively? Marketing plans must take many variables into consideration – sales objectives, budgets, available media, geographies, available inventory levels, etc. When one variable changes, another is often also impacted. Because of this, marketing mix planning can be complicated and overwhelming, especially if you have many business requirements that you must also take into consideration.
Our marketing effectiveness solutions gives marketers a quantification of the impact of marketing activities, competition, and market environment on product sales or ROI, so that expenditures can be allocated in a way that maximizes their benefit. Through statistical modeling, using sales response and marketing spend data, we can give you a more granular understanding of marketing ROI and the individual strength and effectiveness of your advertising vehicles. Over-saturated and under-saturated media can be identified so that your cross-channel strategy can also be optimized. These models are combined with your specific business constraints so that you can use the optimization results directly in your planning process without having to apply additional modifications to fit your needs.