Billett to introduce monitor service for analysing adspend

The Billett Consultancy, the media advisory company, is launching a monitoring service designed to measure what effect advertising has on product sales.

The Billett Consultancy, the media advisory company, is launching a

monitoring service designed to measure what effect advertising has on

product sales.



The new service, Billett’s Sales Media Tracking, aims to enable

advertisers to understand, track and exploit the relationship between

business performance, advertising and the other elements of the

marketing mix.



BSMT employs a range of statistical models which have been created to

isolate the impact of advertising on sales.



Advertising awareness is factored into the BSMT equation, but is set

alongside media and sales tracking data which identifies and quantifies

the factors driving sales.



The aim is to give advertisers a method of reviewing advertising

strategies, evaluating future options and enhancing the effectiveness of

marketing spend.



According to John Billett, chief executive of the Billett Consultancy,

the fact that ad expenditure is such a significant marketing cost makes

it imperative that the full commercial impact of advertising is

understood and optimised.



BSMT has already been trialled by a number of advertisers. According to

Jon Kinsey, former marketing director of Camelot, the system ’provided

Camelot with the definitive evidence of the contribution to sales of the

National Lottery’s advertising’.



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