The roi study


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The ROI study


Methodology

Analysis conducted by Sally Dickerson, managing director

of effectiveness consultancy

The ROI study

Part of the Omnicom Media Group

A graduate in Mathematics from Oxford, Sally joined Mars UK as a market research analyst, later joining their Management Science division. She co-founded The Decision Shop, part of Bates/Cordiant then in 1999 joined the then OMD group and set up ROI (Return on Investment) focused on market mix modelling, which became OMD Metrics, then BrandScience, and is now Annalect Marketing Sciences. In 2016 Sally created a new consultancy business, Benchmarketing, running strategic quantitative consultancy projects using meta analysis.

 

She has also contributed to over 30 IPA advertising effectiveness awards, been an IPA effectiveness award judge, and run marketing effectiveness masterclasses for the Marketing Society and Chartered Institute of Marketing. She was a judge on the inaugural Cannes Creative Effectiveness Lions panel, in 2011 and again in 2013.



1

Advertising spend data



2

A meta analysis of econometric models



3

Budget optimisation



The ROI study: methodology

1

Advertising spend data



The ROI study: methodology

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