A journey of a thousand miles may well begin with a single step. We also recommend a map. Segmentation and market mapping takes the guess work out of where-to-focus and how-to-win, enabling cross-team alignment and confident commercial decision making to unlock growth.

If you’re clear on your marketing goals, you probably want to be equally clear on your rate of progress. Our approach to brand equity management demonstrates your progress, decodes competitor activity, enables course correction, and supports optimisation of marketing investment and comms.

Our proprietary approach, Positioning Calculus, brings absolute clarity to the question of what drives your brand equity. That enables crystal clear brand positioning, supports differentiation from competitors, and helps portfolio businesses to utilise all their brands optimally to deliver the overall business outcome.

By expertly applying econometric methods – including linear and non-linear regression – to the marketing mix, we implement robust modelling solutions that quantify the proportion of sales driven by marketing levers spanning all four marketing Ps.

Outputs include estimates of the Return on Investment (ROI) from each marketing channel and tactic, and an understanding of the investment mix that will improve future returns.

For organisations with a Market Mix Modelling (MMM) solution already in place — either developed in-house or by external consultants — having an expert audit is a powerful step to ensure the solution is fit for purpose.

We have independently audited dozens of market mix models for blue chip clients, providing critical feedback on how accurate and reliable modelled ROI estimates are, and the steps needed to building confidence in the modelling output among stakeholders beyond the marketing team.

With the amount of data collected and stored rising exponentially, the opportunity to accelerate long run growth through an effective marketing data strategy is immense. However, very few organisations are exploiting this opportunity fully.

We evaluate our clients’ marketing data ecosystem, including technology systems for data capture, storage, privacy compliance, analysis, targeting and reporting. Our approach identifies whether data assets are deployed effectively into marketing operations. Outputs include a targeting framework and marketing measurement architecture.

Making up-to-date data and insights accessible to business stakeholders is a key enabler for marketing agility. Through our deep expertise in dashboarding platforms and tech, we design, build and host fully-customised dashboards that put the right information on the table when decisions are being made.

We have a proven track record building bespoke reporting dashboards, scenario planning dashboards, interactive infographics and dashboards with integrated AI for the identification of trends, outliers and opportunities.

Many organisations apply non-sophisticated approaches to price setting, such as cost-plus pricing, and it is common for decisions about pricing to be based on opinions, not data. This generally results in large amounts of money being left on the table.

Our experience in price management spans a broad repertoire of industries, including FMCG, retail, QSR, media and travel. We integrate client sales data with other sources (including bespoke research) to create clear pricing recommendations you can take to the bank.

Pricing-related research and analytics techniques we have a proven track record applying include price elasticity modelling, simulation, choice modelling and assessing pricing power.