What is it about?

Approach helping to quantify the impact of communication (different communication channels, campaigns, including synergy effects) on long-term and short-term brand KPIs (e.g., brand image, sales), understand the role and consumer perception of different campaigns or communication platforms, optimize communication strategy in order to maximize returns

Possible levels of analyses: brand portfolio, brand, SKU

What do you get?

Effectiveness

• What is the impact of communication on brand sales?
• What is the long-term impact of communication on brand health?
• Which type of communication does support the brand image better and which one affects sales?
• How quickly the communication impact wears out? What is the total impact of communication (immediate + postponed)?

Channels

• Which communication channels are the most effective?
• What is the synergy effect of using different communication channels simultaneously?

Communication Optimization

• What is the optimal level of expenditures on communication? What is the optimal range of communication pressure (determining the saturation points)?
• Was the past communication strategy optimal?
• How to allocate communication expenditures among brands in the portfolio?
• What is the optimal allocation of the budget among different communication channels / campaigns?
• When and how often should I use different communication channels / communication campaigns?
• How to maximize ROI in communication benefiting from communication channel synergies?

How this might look