Driving Profitability

We realise that it’s not just about generating a call, a lead or footfall. Ultimately, we all want to be able to see the return from our media investment. So we’re interested in the bottom line for each and every client – where possible, we want to understand the ROI from every pound spent.

We work with our clients to develop a method of tracking activity, to allow us to code and measure results for each media channel, type, product, creative, etc; within this, we can manage any free phone number rotation.

As campaigns progress, we analyse the results produced to identify the best and worst performers , and we then adjust the live campaigns accordingly:

To focus efforts on best performing channels
To increase the prominence of the best selling products/brands
To monitor the effect of special offers/upgrades/promotions
To drop non-performing activity

All activity can be reported on a daily, weekly or monthly basis, and where the sales information can be supplied, all media spend will be tracked through to ROI by title, section, creative, clock hour, postal sector, etc.

Given a bank of historical data, we can then use this information to accurately forecast response to forthcoming campaigns, within a 5-10% margin. Campaigns can then be adjusted to suit call centre staffing levels, or vice versa.

We’re also able to analyse effective frequency and the effects of seasonality, either by collating data over a period of time, or through a thorough analysis of the client’s own historical data.

The more understanding we’re able to generate of response and conversion to every individual element of a client’s media expenditure, then the greater the potential there is to maximise ROI and profitability, and ensure cost efficiency from the media element of the marketing spend.