Marketing
Issue No. 36 - August/September 2007
What are we measuring?
The Quantium Group Director Tony Davis will next month illustrate new techniques for evaluating and measuring marketing and how to optimise a campaign by using a range of media avenues. His session will challenge traditional measurement methods, as well as shed light on some truths about the effectiveness of broadcast, direct and digital media.
The Quantium Group is a leading customer analytics business and works with many of Australia's biggest and most sophisticated advertisers including ANZ, FOXTEL, Optus and Virgin Money.
Specialising in marketing accountability and data driven strategy issues, Tony will define and question the validity of 'source code' analysis and discuss new measures of results, over brand reach.
Tony's grasp of new techniques has been developed both as a client and consultant working across a range of industries. Quantium has led the development of such methods and is a leading light both in Australia and in the UK, where its office is flourishing.
“Source codes are used by many direct marketers to try to establish what advertising medium their enquiries and sales come from, attaching a unique phone number to each medium or execution,” Tony said.
“All this does is confirm the consumer saw a particular ad in the paper or heard it on the radio - what it doesn't do is take into account how all the different advertising mediums worked together with a combined and cumulative effect on consumer behaviou...
