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MarketingMixModeling

Full Spectrum is the most advanced approach to econometric modeling, created to enable companies to break down the impact on sales of any kind of marketing or media activity and evaluate ROI.

Find the answers to these questions.

Full Spectrum provides precise answers to any questions concerning the efficacy and ROI of marketing and communication activities:

  • What is the precise impact on sales, and how much have the several levers of the marketing mix and exogenous factors influenced trends?
  • What is the ROI of different types of media: Offline, Online, and BTL?
  • What are the short-term and long-term effects? How should resources and pressure be scheduled to optimize the effectiveness of planning?
  • What is the best marketing mix for the several products in the portfolio?

ATTRIBUTION OF EACH MEDIA AND MARKETING ACTIVITY TO SALES

Full Spectrum is the most advanced and complete approach to econometric modeling. In constant evolution, Full Spectrum is capable of analyzing ever-growing quantities of data and increasingly intricate and complex purchasing processes.

By using advanced statistical techniques, and a customized approach that takes into full-account the specific factors related to each sector, Full Spectrum allows marketers to isolate the impact on sales of each media and marketing activity. Always taking into account the synergy with the company’s other activities, as well as interactions with exogenous factors and competition that in the whole comprise the commercial ecosystem within which each brand operates.

FULLSPECTRUM: THE INTEGRATED PLATFORM CAPABLE OF MONITORING A BRAND’S ENTIRE COMMERCIAL AND MARKETING ECOSYSTEM. THE LEVEL OF EVOLUTION REACHED BY OUR ANALYTIC APPROACH, AS COMPARED TO TRADITIONAL MODELS OF THE MARKETING MIX, CAN BE LIKENED TO THE EVOLUTION OF THE MODERN PC FROM A 1982 COMMODORE 64.

The Methodology

Full Spectrum is based upon a sophisticated system of non-linear regression with a hierarchical structure that can isolate, to an increasingly precise degree, the effects of the commercial and competitive activities under study. The structure of the model is capable of reaching a considerable level of precision.

Depending on the objectives, the KPI can be gathered and analyzed at global level or split by single product, geographical area, or sales channel. For those e-commerce brands that use offline communication, Full Spectrum can be integrated with DirectResponseAnalytics.

The result is a rich, multi-source database that can be exploited not only for econometric modeling, but also provide the company with answers to internal questions or analyses.

Despite the model’s computational complexity, clients unanimously consider Core Analytics approach very clear and easy to share within the company, at all levels.

Contributors to the total sales
100% total years

EASY TO READ AND APPLY: THE WAY DATA IS PRESENTED MAKES IT EASY TO UNDERSTAND THE PHENOMENA THAT INFLUENCE SALES PERFORMANCE.

Points of difference

Full Spectrum enables companies to evaluate, in a holistic manner, all of the primary factors that determine a brand’s business results, offering tactical and strategical information that can be utilized immediately to increase sales, market share, and ROI.

The unique advantages of Full Spectrum include the possibility to:

Work on granular data:

  • Per product item / SK
  • Per macro geographic area
  • per various sales channels, retail / click and mortar and online

evaluate possible synergies / cannibalization between sales channels and the brand’s areas of weakness and strength.

Focus on results:

  • Media: ROI for each kind of media: Offline, Digital, BTL;
  • Marketing: efficacy of each type of promotion
  • Product portfolio management: range extension, new launches, rebranding, packaging changes

Measure the interactions with the company’s other activities:

  • Customer satisfaction programs or communication to the customer base ( newsletters, catalogues);
  • Refurbishment or opening of new stores;
  • Improvements to website (navigation, methods of payment, new product offerings)

Analyze the effects of marketing on the Customer Journey:

  • Visits to the website or stores, generation of leads, conversions, or final sales throughout the customer base or when tracked, in clusters such as new users, socio-demographic groups, etc.

Quantify the impact of exogenous factors:

  • Macroeconomic, demographic
  • Seasonal, climatic
  • Competitors

Added Value

The decision-making platform: Full Spectrum provides users with a powerful decisional tool, built upon solid and neutral quantitative evidence, for all commercial activities; it provides the base for structuring strategic plans and effective tactical actions that are completely accountable in terms of ROI and brand equity.

Operative support session: during the course of our consulting, multiple meetings will be held with company stakeholders in order to share the results of our analyses and make them highly implementable and actionable.

Simulations: in order to meticulously examine the difference among different potential media / marketing strategies, we support companies by providing forecasting analyses and simulations for the whole marketing mix with CoreForecast, how to use media with CoreMediaOptimizer,  or for specific exogenous factors such as the climate with CoreMeteo.

The Team: as always, the real difference is the people, their experience, and the quality time they dedicate.

Core Analytics provides clients with a senior team with more than 15 years of experience, ready to collaborate to the fullest throughout all phases, from the client’s initial brief to the collection and modeling of data, along with consulting and brand optimization services.

BENEFITS: A COMPREHENSIVE PLATFORM THAT PROVIDES DECISIONAL TOOLS THAT ALLOW COMPANIES TO MAKE MORE AWARE STRATEGIC AND TACTICAL DECISIONS, CAPABLE OF MAKING A GREATER IMPACT ON BUSINESS RESULTS.

Performance Analytics

ANALYSIS OF MEDIA-MARKETING ACTIVITIES

Strategy Analytics

DECISIONAL SUPPORT FOR STRATEGY

Forecasting Analytics

FORECASTING TOOLS FOR MARKETING

Consultancy

IMPROVE BRAND PERFORMANCE

Utility