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.