Our client is one of the UK’s leading providers of financial services offering a diverse range of products from mortgages, and savings accounts to insurance and loans.
As part of an integrated media evaluation programme that includes quantitative tracking (GI) and call volume monitoring, Nunwood Market Analytics was 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, Director 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.”
“Our client now has the ability to assess the effectiveness of its media activity from all angles. From a consumer perspective the quantitative tracking monitors (run by the Global Insight division) check awareness levels and impact on brand perceptions. From a financial perspective the media mix modelling measures the impact that media activity has on the bottom line.”
