Marketing Evaluation & Optimisation

TV is a powerful driver of response for brands, but how do you optimise your TV laydown to maximise response? This is where TV Boost comes in. It uses machine learning to simultaneously measure every TV spot’s impact on web traffic, rather than assessing them one at a time. From this it identifies the best days of the week, day parts, sales houses etc. to put on your TV plan to generate maximum short term response.​

Using TV Boost, we can predict what an upcoming TV campaign should do and then very quickly check what it is actually doing. We can get preliminary answers on TV performance within a week of the campaign breaking, rather than waiting over a month for data to consolidate.

Our campaign evaluation research is designed bespoke to measure the effectiveness of your campaigns or other brand activity e.g. sponsorships, partnerships or AFPs.

The research robustly measures the impact of the campaign on the brand KPIs, using Quantitative Pre-Post or Test-Control methodologies. The methodology will be tailored to the campaign in question to ensure its impact can be isolated from other activity. Our bespoke approach can focus on measuring brand impact amongst the intended target audience for the campaign and/or explore brand impact amongst different audience groups and for multi-media campaigns we measure performance by channel to help optimise future channel selection.

We also evaluate response to the campaign creative to help diagnose performance, for example was the branding clear, was it engaging and relevant to the intended audience and did it communicate the intended brand message – key factors in campaign performance. This allows the creative to be optimised and improved for future campaigns.

We have 20+ years experience in Marketing Mix Modelling, helping brands optimise their media plan, across all sectors and brand life stages.

Marketing mix modelling or econometric modelling is an established technique within marketing to unpick and quantify the key drivers of sales for a business over time. Controlling for all factors that drive a business’s performance, MMM quantifies the incremental impact of media, with a level playing field measurement of performance across media channels. This makes it the ‘go to’ technique to optimise the media plan to maximise profit and ROI, in terms of channel mix, flighting, message mix and more.

As well as media insights, MMM also provides insights to help other areas of the business such as for pricing, stocking, distribution, competitors etc.

MMM provides a view of the short to medium term impact of media, capturing the effect up to 3 months post-campaign. Coupled with our Brand Health modelling, a complete and longer-term view of media performance can be provided.

MMM also fuels our Media Optimisation Tool, MOT, to make actioning the outputs only a click away.

Our brand tracking research provides you with a regular read on your brand health metrics. The frequency of tracking is tailored to your brand and media spend but ranges from weekly to quarterly or twice yearly waves of research.

The research helps to unlock key insights around the relationship between media spend and brand KPIs such as awareness, consideration and brand perceptions. It also identifies category trends and the impact of key competitor’s performance on your brand. In our reporting of results we build in wider context from the array of desktop insight tools we have at our disposal. Dashboards can provide a visual and easy to navigate overview of your brand KPIs in a timely and agile manner, allowing more ‘in the moment’ decision making based on the results.

Measuring the longer term impact of media is key in order to optimise the media plan to deliver long term growth. Our brand health modelling measures the incremental uplift in key brand health metrics from media. The metrics can range from awareness and consideration, to value and quality. From this we can understand which channels and messages are most powerful at driving brand health, and coupled with MMM, we can quantify the longer term impact of media and longer term ROI.​

We have a range of modelling techniques to deploy, depending on the granularity and length of your brand tracking data.​

Brand health modelling can be coupled with MMM and fed into our Media Optimisation Tool, to produce a powerful media plan optimisation and scenario planning capability, designed to grow brands over the longer term. ​

Our market-leading Media Optimisation Tool harnesses MMM and brand health modelling learnings into a powerful budget setting and allocation tool. It is web-based system, with secure access to all key stakeholders, making scenario version control simple. MOT runs complex scenarios in as little as 30 second and offers a wide variety of optimisation options:

•How much do I need to spend to hit my sales target?

•How much do I need to spend to hit my brand health targets?

•How should I allocate my budget across my product portfolio to generate maximum return?

•How should I allocate my budget across the year?

•How should I allocate my budget across campaigns and messages?

•How should I allocate my budget across media channels?

•What is the maximum I can spend until I hit saturation?

•If I have £X of extra budget, where should I invest it given my current media plan?