Accountability and Targeting

As a campaign progresses we analyse the results produced and identify the best and worst performers. We look at how cost effective creatives, sizes and publications are for press advertising and for TV campaigns we analyse stations, clock hours and days of week to find the most responsive parameters. This information is used to assist the media teams to make adjustments to increase campaign effectiveness and to plan future advertising. In addition we can accurately forecast response levels based on previous campaign results.

We have a team of Media Analysts and Programmers who work together to develop bespoke systems which match advertising schedules to response data, enabling up-to-date reports to be produced efficiently.

Using a range of population classification systems including MOSAIC UK, Financial MOSAIC and CAMEO UK we can segment a customer databases using postcodes to identify the most proficient classification types. This information can be applied to a wider geographical area and using Micromarketer (GIS software) we can pinpoint other areas with a high concentration of the same types of people. Customer databases and demographic information can be applied to store or branch drive times to identify catchments around these locations.