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