Improving Brand Health and Performance Through Media Mix Modeling
HCD Research uses non-traditional media mix models, based on forward-looking statistical techniques, to provide marketers with insights into how their brand is performing by monitoring and measuring market and environmental factors, including:
- Price fluctuations
- Macro-environmental conditions
- Distribution
- Competitive activity
- Consumer attitudes and behaviors (brand equity)
- Sales
- Media pressure and message communications
- Random disturbances (news and events)
Using our marketing mix methodologies, we continually assess marketing and brand performance to provide marketers with answers to the following questions.
- What worked, what didn't and what unexpected events occurred along the way?
- How well did the media and marketing activities pay off?
- How did new media (viral, social media) contribute to brand performance?
- How is the external environment impacting marketing/brand performance?
Our media mix offerings enable marketing professionals to employ a holistic approach to understanding and analyzing the impact and synergies of all advertising efforts, with a key focus on improving brand health, return on marketing investment and profitability.
As advertisers continue their quest for the optimal combination of media expenditures, a holistic approach is essential for analyzing the effectiveness of each medium to improve advertising performance and build a competitive advantage.
HCD Research designed and developed its media mix modeling services by leveraging methodologies that have been validated by noted research organizations, including the Advertising Research Foundation (ARF) and ESOMAR.