In the marketing effectiveness practice Adriaan and his peers offer holistic and customised approach with solutions aimed at evaluating and optimising media. The primary goals with regard to driving impact in the clients businesses are:
1) Identify what is happening: Decompose KPIs and sales patterns to understand the impacts of marketing and strategic activities.
2) Understand why this is happening: Quantify marketing effectiveness and efficiency. Explain year on year change in KPIs such as sales.
3) Optimize: Provide actionable recommendations, support implementation, and track impact on KPIs.
Marketing Effectiveness and Efficiency Quantified
Marketing leaders not only need to identify the impact of marketing and strategic initiatives, but also need to understand why is this happening. Through quantifying the marketing effectiveness and efficiency, the pattern buried beneath will be extracted with clarity and support decision making in the future decision making.