The financial service provider in question undertakes a wide range of sponsorship and advertising activity promoting a number of different products from loans and savings accounts to home and motor insurance.
One of the key objectives of this activity is to drive customer sales as well as consumer awareness.
As part of an integrated media evaluation programme that includes quantitative tracking and call volume monitoring, Nunwood has been tasked to assess the direct impact that media activity has on product sales across the entire business.
This assessment, which uses time-series econometric modelling to link media activity to sales over a period of nearly 10 years, is helping to monitor changes in sales volumes and assess media effectiveness in financial terms.
Sam Gardner, Head of Market Analytics at Nunwood explains: “By looking back over the past 10 years at sales data we can use econometric methods to explain why sales have risen or fallen. We can then strip out the influence of any external factors such as inflation and the rate of interest and look directly at the impact that media activity is having on sales.”
