THREE DECADES OF MARKETING OPTIMIZATION
IN MARKETING SPEND MEASURED
As pioneers of Marketing Mix Modeling, Hudson River Group has been a valuable consultant to companies since 1989.
WHAT DOES IMM PROVIDE?
MARKETING & KEY BUSINESS DRIVERS ANALYSIS
How much incremental sales is marketing driving? What is the ROI of each marketing activity? What is the optimal Marketing Mix to achieve my company’s goals?
Today’s marketers face tough questions in determining how to leverage marketing investment to profitably grow sales. This requires simultaneously looking across all marketing factors to understand individual drivers and how they interact as part of an entire marketing plan.
Operational decisions can influence a company’s ability to reach sales goals. Reductions in labor hours, store opens and closes, and strategic pricing changes can all impact a consumer’s experience and likelihood to shop.
The inclusion of such drivers is critical to establishing a stable model that allows for the accurate measurement of marketing. Incorporating the appropriate operational drivers for measurement is a key element of HRG’s tailored Marketing Mix models.
Though they cannot be controlled, external influences such as industry trends, competition, economic factors, and weather cause some of the largest impacts on business performance.
Knowing how insulated (or exposed) your business is to such influences provides insights into sales performance, how to manage changes in it, and build recommendations for marketing around it.
THE COMPREHENSIVE ATTRIBUTION SOLUTION
HRG’s Integrated Marketing Measurement™ provides detailed measurements of what drives a business and how best to maximize the impact of our clients’ marketing spend, both strategically and tactically.
With Hudson River Group’s consulting acumen and a focus on comp growth, IMM integrates the measurement of:
Complex, cross-channel effects of all marketing types
Impacts of key operational changes
External factors such as local weather, econometrics, and competitors
Incorporation of insights from multi-touch attribution
For marketers aiming to incorporate marketing mix modeling and attribution of sales, Integrated Marketing Measurement™ provides the comprehensive solution.
BUSINESS DRIVER STRATIFICATION
IMM delivers the knowledge and tools to drive changes in marketing and operations that will have positive impacts on sales.
For each marketing element, the following is measured:
Incremental Contribution to Sales
Return On Marketing Investment (ROI)
COMPARABLE CHANGE VERSUS A YEAR AGO
An IMM analysis breaks down the drivers of comparable sales change period to period:
Marketing support level
Marketing response level
Marketing cost structure
Hudson River Group's Integrated Marketing Measurement captures today's complex marketing programs that have a mix of upper and lower funnel goals of creating awareness, intent, traffic, and purchases across multiple channels.
UNDERSTAND MARKETING INTERACTION WITH ONLINE AND OFFLINE SALES
IMM measures the varied impacts of the integrated marketing mix on different sales channels.
PROVIDING A PATHWAY TO SALES GROWTH
HRG's Integrated Marketing Measurement delivers strategic and tactical insights across a variety of client-relevant dimensions. Recommendations to improve the impact of marketing dollars and operational considerations are a cornerstone of HRG's IMM:
Reallocation of budgets to optimize return
Tactical insights relative to campaign, departments, geography, etc.
Ability to continually improve over time