T: +44(0)1234 712371
Model Sales and other Key Performance indicators
Evaluate Communications and marketing programmes
Identify Factors impacting KPIs short to longer term
Quantify KPI response to individual marketing and external factors
ROI Compare the impacts of the available marketing levers
Improve Deployment of marketing budgets
Clarity Communicate results in a clear and relevant way
Holmes & Cook are experts in evaluating marketing effectiveness. By working in partnership with each client to address their specific needs, our rigorous, well informed approach guarantees relevant and reliable results. We provide clients with the tools to appraise their marketing decisions with confidence.
Consider the following situation:
Your new advertising campaign was well received. Sales levels are particularly high but there is disagreement as to whether this is due to advertising because there were other positive influences. The weather was good, competitors advertised less, the sales-force were actively securing new distribution and promotions boosted short-term sales. This is not an untypical situation. Frequently therefore, advertising’s effect is not immediately distinguishable.
In addition to evaluating advertising effects, econometrics has a variety of other applications. It can be used to measure the impact of most marketing influences (price, promotions, direct marketing, etc) as well as the impact of macro-economic, financial and other long-term trends. It can provide a detailed understanding of the seasonal influences underlying sales and can be used to investigate the effects on sales of a range of one-off factors such as launches, negative publicity and supply problems amongst others.
Essentially econometric analysis offers three things:
A rigorous means of understanding a brand’s sales history, ie how the brand
arrived at its current position.
A systematic method of forecasting and exploring how future targets might be achieved.
A means by which to test hypotheses. For example, we may have theories about
how a brand’s advertising works in the long term. We can use econometrics to
test whether these are upheld by the available data.
Holmes & Cook are authors of the IPA publication ‘Econometrics Explained’. A copy of this work can be downloaded here as a PDF >>
Testimonial
"Holmes & Cook have been fantastic in helping us to understand the effectiveness of our marketing spend and the factors influencing our business. This has made the planning process much more robust!
The team are helpful, efficient and really know their stuff!"....Read More >>
For more information or an initial discussion about how we can help your business please call us on 01234 712371 or alternatively please click here to complete our short contact form >>
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