Kite build advanced econometric models to disaggregate and quantify all key drivers of historic sales, including:
ATL Advertising – TV, VOD, OOH, Press, Radio, Cinema, Digital (OLV, Display, Mobile, Search SEM / SEO, Social, Influencers) and PR.
BTL Advertising – Coupons, Sampling, Door Drops, In-Store Media, Direct Marketing (Mails/Emails), Affiliates and On/In Pack Promotions.
In-Store Promotions – Promotional Mechanics/Offers, Special Packs and On/Off Shelf Display Support.
Pricing – own price, competitor price, price relative to competitors and crossing of price thresholds.
Distribution – changes in breadth and depth of distribution, facings, shelf position, new product launches and de-listings.
Other non-controllable factors – competition, category trends, seasonality, holidays, weather, economy, national events and out of stocks.
Econometric model outputs provide clients with huge benefits, including:
Detailed understanding of key drivers of business performance to date and the relative contribution of each one.
Sales uplifts and return on investment metrics for each individual marketing and sales investment lever.
Price and promotional elasticities.
Quantification of the inter-dependencies between investment levers, for example:
- Does TV advertising drive online search
- What is the optimal mix of media channels
- Is there a synergistic effect when synchronising TV with in-store promotions
Where necessary, Kite partner closely with other leading independent marketing mix software and consultancy companies:
brightblue are an independent tech consultancy growing the performance of businesses through exceptional predictive modelling. They were founded in 2012 and have grown steadily ever since. They are now an established player in the predictive modelling world, constantly pushing the boundaries of what they do to the next level. They have won awards and have a growing reputation beyond the UK.
Click on the logo to learn more about brightblue.
ScanmarQED are the largest European software firm specialising in sales and marketing analytics, planning and business intelligence. They deliver in-house or externally managed marketing analytics capabilities including marketing mix modelling and optimisation solutions, pricing and promotional analytics and portfolio optimisation.
Click on the logo to learn more about ScanmarQED.