Project Description

A leading services company had questions concerning the balance of brand vs. direct response advertising. They wanted to know to what extent brand advertising drove immediate sales response, what the best times were to run direct response campaigns and in which media.

We built an econometric model over 3 years to measure the effect of advertising having controlled for all other factors.

The client re-planned their media for the following year incorporating these findings, resulting in a significant improvement in ROI.