Optimizing in-store trade promotion and television for maximum short-term and long-term return on investment

Bill Harvey and Terese Herbig, and Matthew Keylock
TRA and dunnhumbyUSA

Abstract

The advertising and marketing community has traditionally understood television advertising effectiveness and its relationship to in-store marketing tactics through small market research or marketing mix modeling (MMM) studies. While these studies have improved the quality of advertising effectiveness research and moved the industry forward, they have done little to improve the tools marketers need to translate those insights on a larger scale and optimize their marketing allocations.

With the proliferation of "big data," we now have the ability to refine those tools and give marketers a more granular understanding of brand purchase behavior and the impact of multiple marketing levers on in-store brand sales.