How can I predict the business impact of my marketing activity?

Discusses the techniques that marketers can use to estimate the likely impact of marketing activity.
  • We can’t predict the business impact of marketing activity with certainty, however, SOV is a known benchmark that can be used to predict likely impact, whilst avoiding unrealistic expectations, in addition to size and creativity.
  • To really try to predict business impact marketers need to get into modeling as once a best-fit model has been arrived at, it will show the modeler how significant the contribution of each explanatory variable is to sales.
  • Econometric modelling is a useful predictive tool at the long-term macro level, but has its limits.
  • Marketers could also supplement modelling with quantitative pre-testing techniques and for...

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