WIth
an increasing need to deliver returns and drive
accountability behind communication
investments, ZenithOptimedia-Singapore had been
piloting Econometric Modelling for two years.
With
the success of these pilots, ZenithOptimedia-Singapore has
included
it into its repertoire of services for key businesses.
There
is a clear need in the market for this service as it achieves a
two-fold purpose:
1) Enhances
the marketing productivity significantly
2) Closes the loop by quantifying & predicting
through ‘what if’ scenarios
Specifically,
Econometric Modelling allows the measurement of the following elements:
• Impact
of different marketing elements ( e.g. Price, spends behind
ATL & BTL, Distribution
etc) on sales / response
• Benchmark optimum media mix combination & ad spends
• Advertising decay rate & ideal off-air period
• Impact of different media channels on driving brand and advertising recall
• Portfolio impact : Quantifying halo-effect of one product’s
activity
on sales of other lines
Moving
ahead with prolific media fragmentation, measurement of ROI
and accountability of communications investment
will be an utmost concern for many. Through Economic Modelling and
similar efforts, ZenithOptimedia-Singapore is staying ahead and
relevant in the evolving needs of the media industry.
|
