MARKETING ANALYSIS

The effective management and deployment of a marketing budget to deliver best return is a difficult process. The age old question and required answer, surrounding which element of the mix is working, remains as elusive as ever.

It has become particularly difficult to unravel which element of the campaign has delivered with an increasing drive towards integrated marketing and the contribution of the internet.

That being said, there is no substitute for some good planning, accurate targeting and careful coding to enable some degree of analysis.

This is particularly relevant when budget is deployed on a local or regional basis or where there is a pooled contribution from local branches or business units who feel that they never get their share of voice.

The Geoplan approach can be applied to segment, identify and quantify target markets, define relevant media coverage areas and fine tune direct mail and door drop campaigns

Our experience has shown dramatic reductions in spend wastage and as a consequence improved application and return on funds employed.

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