MARKET ANALYSIS

The effective management and deployment of a marketing budget to deliver best return is a difficult process. The age old question and required answer, surrounding which element of the mix is working, remains as elusive as ever.

It has become particularly difficult to unravel which element of the campaign has delivered with an increasing drive towards integrated marketing and the contribution of the internet.

That being said, there is no substitute for some good planning, accurate targeting and careful coding to enable some degree of analysis.

The Geoplan approach can be applied to segment, identify and quantify target markets, define relevant media coverage areas and fine tune direct mail and door drop campaigns

Example: Haygarth Group

Problem: Haygarth were experiencing difficulty in clearly interpreting certain aspects of data which was key to business decisions.

Solution: Geoplan GeoAnalyser enabled Haygarth to understand their data and use as a planning tool for effective targeting.

Benefits:

• Dramatic reductions in spend wastage and as a consequence, improved return on funds employed.
• Enabled informed and accurate communication strategy decisions to be made.

Products Used: Geoplan GeoAnalyser core system.

Investment: Year one circa £15,000 and £1,600 in ongoing years.

Learn more about Marketing Analysis...