Private sector
Private Sector
FMCG and Goods brands / portfolios
This is where lots of marketing analysis already happens, but often looks only short term. Think about the big questions the business is asking, design a solution that answers 80% of them, top down. Consider the context, market dynamics, competitors, economic impacts in almost every case. FMCG is “easy” if you have the syndicated data. Service brands struggle with that context data. Brand perceptions, again relative to the competition, can be very useful.
PUBLIC sector
National and local government bodies.
This is where I have a lot of experience. It’s challenging to define marketing KPIs, even more to measure them, unless the campaign is wholly digital and outcomes are wholly digital. Even then I would suggest that you would be only looking at a short term and partial response. Benchmarking and cross-campaign analysis can really help. It’s vital to engage the whole organisation with marketing measurement and accept a pragmatic multiplier to report a one-year Revenue ROI
THIRD sector
Charities and voluntary organisations
Seemingly difficult but this is like public sector but with context data already flowing and available (thank you Charity Commission, CAM, YouGov CharityIndex)
Lots of information from just benchmark database creation, and simple quadrant analysis, potential cross-category analysis and finally charity econometric models of revenues, ideally total revenues not small slivers.
Big questions on brand vs product / response advertising