Demystifying marketing effectiveness techniques and making them work for you
MECL as I think of my rather cumbersome but “Ronseal” company name, is about applying my brain and experience to your marketing effectiveness adventure, whether that be starting up, right-sizing what you do in this field or just helping get the best out of work you have had done
I’m Sally Dickerson, with over four decades of experience in, and knowledge of, different marketing effectiveness techniques, and of how categories and brands within categories work “generally” and how you can make your marketing levers work even harder, to generate improvements
I’m happy to share general advice, but also want to get involved with a handful of clients to oversee and embed marketing effectiveness and analytical projects into a strategic business plan
I can bring different parties together with a common language / way of navigating the effectiveness journey
Often, people in the organisation are seeing different insights from the same data, because the analysis done is investigating slightly different questions, timeframes, KPIs. I can help bring these together to make a bigger, better, holistic view, that everyone buys into.
This survey suggests different views are often about different assumptions or the context of the analysis. Other surveys disagree of course !
Reason 2 is style, and in analysis, the way people want to see results can vary - I love tables, others want it as a bar chart. I just “get” response curves, others are bemused, and need the explanation of “find the perkiest option at your budget point, first”, plus maybe a simple animation that shows how different changes make big or small differences.
