Google Analytics has been the #1 tool to track how different campaigns and channels are driving conversions. It should not, however, be the only source of truth when planning your next digital campaign.
We want to show you a comparison that highlights the dependencies and differences between marketing spend and promotions/markdowns in MMM Accuracy and Promotion Effectiveness Accuracy so that you can understand the impacts that the two models could have on your business & ROI.
We want to show you a comparison that highlights the dependencies and differences between marketing spend and promotions/markdowns in MMM Accuracy and Promotion Effectiveness Accuracy so that you can understand the impacts that the two models could have on your business & ROI.
Actually, our experience has shown us that this is not a choice retailers need to make. We compared our customers from the FMCG industry with the ones from the Retail industry. This made us realize that for the FMCG companies, there is a real choice whether to invest 10,000£ in a trade promotion campaign with Tesco or 10,000£ in airing a TV commercial. Therefore, for FMCG companies trade promotions, shopper marketing and marketing spend are real options to each other, and MMM helps in prioritizing how much of the total budget to invest in trade promotions vs. media. However, we did not notice the same dynamic for Retailers.
Actually, our experience has shown us that this is not a choice retailers need to make. We compared our customers from the FMCG industry with the ones from the Retail industry. This made us realize that for the FMCG companies, there is a real choice whether to invest 10,000£ in a trade promotion campaign with Tesco or 10,000£ in airing a TV commercial. Therefore, for FMCG companies trade promotions, shopper marketing and marketing spend are real options to each other, and MMM helps in prioritizing how much of the total budget to invest in trade promotions vs. media. However, we did not notice the same dynamic for Retailers.
Should promotions, markdowns & marketing spend be optimized together or separately? In this article, we go through all three combinations so that you can develop the most effective strategy for your business.
Should promotions, markdowns & marketing spend be optimized together or separately? In this article, we go through all three combinations so that you can develop the most effective strategy for your business.
What an event!
What an event!
From town criers and medieval print to ad men and the first TV advertisement, marketing ROI or return-on-marketing investment (ROMI) has been evolving as fast as the collective intelligence (CI) and its technology throughout history. So, living in the Information Age has given a plethora of advantages for companies to thrive in.