How We Do It
We place accuracy and transparency at the heart of all of our work, working closely with the client to understand their business and their data whilst being up front about the potential limitations of a chosen approach.
We operate a best practice approach to marketing effectiveness measurement, routinely opening our work up for external scrutiny and operating robust quality control procedures in line with our ISO 9001 Accreditation. Rather than operate a “one size fits all” approach, we tailor our analysis to the specific client brief and available data to ensure that our insights are both relevant and useable.
Overview
We utilise a special form of statistical analysis known as regression analysis to separate the impact your marketing activity has had from all of the other factors that may have influenced your business’s performance.
At the most basic level, regression analysis works by establishing if a correlation exists between a Key Performance Indicator (KPI) such as EPOS and the various other explanatory factors that have been thought to influence it. It is this correlation that forms the basis of our analysis, with the multivariate nature of the models able to tease apart the impact each explanatory factor has had on the main KPI.
A statistical process that uses various data sources to assess the level of mutual correlation between a dependent (KPI) variable and multiple explanatory variables.
More Information
Our analysis delves deep, taking into account the impact factors such as weather, seasonality, economic conditions and competitor activity have on business performance, alongside more controllable factors such as price, distribution, and marketing spend have.
Our aim is to generate models that are a close approximation of how your business actually works, and as such we structure our analysis to take account of the differences that may exist between different markets, product types and routes to market.
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