What we do - Holmes & Cook award winning experts in evaluating marketing effectiveness
What we do and how we do it
Holmes & Cook are an econometric modelling consultancy, specialising in quantifying the effects of your marketing mix on a range of performance indicators spanning sales to brand health. We have over 20 years experience in helping clients assess how to improve the profitability of their brands.
Issues we regularly address include:
Effectiveness of brand communication
Promotional effects; incremental sales vs. buying forward
Economic effects; interest rates, consumer incomes, inflation, exchange rates
Seasonality (e.g. weather, Christmas) and its implications for media flighting
Operational factors; punctuality, sales force activity, changes to the retail estate
Interactions between various components of a product range or brand portfolio
Understandable results that you can apply
Econometric analysis by its nature can be complex and difficult; communicating the results needn't be. We will explain our results and the reasoning behind them in non-technical language. You will know which actions have worked for you in the past and how some of them could be more efficiently applied going forward.
Many of our clients commission a planning tool which allows them to use the models for forecasting and “what-if” scenarios. Each planning tool is unique and allows users to interact with the models in an intuitive way.
We pride ourselves on our after-sales support and will work with you to ensure that the outputs from modelling make a real impact on your business.
No two brands are identical and the approach we take and the models we produce will be specifically tailored to your brand and your needs. All our models are subjected to best practice validation procedures. They must not only feel sensible, but have valid statistical properties. A number of our clients use their models for forecasting. We are thus particularly keen to produce models which will stand the test of time and so put considerable effort into ensuring we capture the long-term underlying drivers of sales and not just the drivers of short and medium-term volatility. Our work is recognised as being amongst the highest standards in the industry.