To measure the effectiveness of marketing efforts by channel to support future marketing spend allocations.
Mather developed econometric models of incremental sales lift due to marketing spend across channels, including TV, Radio, Outdoor, In-store, Sponsorships, and Digital. Mather compared the incremental operating margins from the sales lift to the cost of marketing by channel to calculate the return on marketing investment (ROMI).
The project team measured the incremental sales lift from each type of marketing deployed by the client. The results of this analysis supported the client’s allocation of marketing spend across channels. The models completed for this project provided valuable insights into other factors affecting sales per unit.