Predicting Profits | Hall & Partners

Predicting profits

Optimising both short-term and long-term ROI for a leading technology brand …

The issue

Our client was facing increased pressure to drive profitability and needed to establish the optimal balance of investment between short-term marketing tactics and long-term brand-building activity. Whilst brand building was key for the client, it had never previously been measured and was therefore hard to justify financially.

What We did

A multi-layered econometric model isolated and measured the impact from both short- and long-term marketing activities. We specifically identified the key FEEL and THINK brand metrics that were strongly linked to business performance, accounting for nearly 40% of the long-term base sales.

The outcome

We recommended upweighting TV and Digital investment for a new brand-focused ‘Innovation’ campaign that focused on several key brand associations, including Security, WPMF and For People Like Me. The resulting increases in emotional connection with the brand led to an increase in sales of 6%, substantially ahead of forecast.
About Hall & Partners

Hall & Partners is a global insight agency that specializes in quantitative and qualitative market research, data analytics and strategic consultancy.

We provide brand performance tracking, customer segmentations, customer and brand experience, predictive modelling, insight engagement platforms, as well as communications and advertising strategy. This is in addition to our award-winning insight platform, The Hub.

Our global team help brands, businesses and organizations in the Americas, Africa, Asia, Europe, and the Middle East inspire growth. Together, we utilize over three decades of insight expertise to solve the toughest branding, marketing, communications, and innovation challenges for our clients.

Hall & Partners is a part of Omnicom’s Communications Consultancy Network.

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By submitting this form you are opting in to receive occasional brand, marketing and communications insights from Hall & Partners.