Billetts

At the same time, we frequently come across situations where marketers have run costly testing programmes where the results are inconclusive, or frankly indecipherable.

Sometimes the evidence is just too sketchy to inform decision-making, or the methodology just doesn’t seem to exist to provide the measurement you need.

Solving these problems is a particular speciality of ours.

A proven process

We have developed a high definition modelling methodology which can exploit store level or postcode level data.

It can be applied retrospectively - or to evaluate any marketing test activity which may be identified as part of the next stage of commercial planning.

Whether it’s in product sampling, price changes, new store layouts, media mixes, promotions or any other variable, we can help you measure the results of your testing to an extraordinarily high degree of sensitivity and precision.

Another feature of our approach is that we can predict the likelihood of whether a test is going to generate a result or not, with obvious savings potential.

Our proprietary TestMatch optimisation software was developed because conventional test and control methods just aren’t accurate enough. TestMatch gives businesses the confidence to make the right business and marketing investment decisions.

In this real-life example, TestMatch software optimisation completely changed the conclusions reached about a marketing test:-

Examples of where TestMatch has helped clients make the ‘big’ decisions:

Major brewer: analysis of trial of new lager variant to understand levels of incrementality. Strong sales results meant that a national and capital intensive rollout worth £660k could be undertaken with confidence, delivering a payback within 52 weeks
Fast food chain: trial of new menu variant. Demonstrated strong additional sales and contribution, again allowing national (c. £1 million CAPEX) rollout to progress
Entertainment retailer: looked at proposed new loyalty promotion. Demonstrated that sales were highly cannibalistic (whereas internal analysis suggested otherwise), thus allowing a £2m improvement in bottom line through cancelling the programme
High street bank: demonstrated the impact of in-branch advertising, the product lines it worked for and those it did not, leading to more focused and profit enhancing in-branch execution
Fashion retailer: proved that door drop activity was offering huge ROI leading to increased investment behind CRM activity.

So, whatever your market sector, we can design and build testing programmes for you which really do give you the insight you need to make the big marketing decisions in full confidence.

Click on the links on the left to find out more.

Contact Andrew Challier: andrew.challier@billetts.com
or call +44 (0) 20 7650 9600 to find out more