Coloring your mix of data, planning and results
Big Chalk Marketing Effectiveness
The demands on marketing are increasing in complexity.
Designing campaigns that reliably build revenue and strengthen brand loyalty is getting harder. Media channels are fragmenting; consumers can switch brands and retail outlets faster than ever, and for many brands, the barriers to competitor entry are getting lower and lower.
How do you manage?
You must identify the marketing tactics and campaigns that work – and the ones that don’t – at a faster pace… and realign your budgets and effort proportionally. You need to detect shifts in brand health and consumers’ relationship with your brand with greater clarity. Big Chalk’s marketing effectiveness services help you do it all.
Watch how Big Chalk has transformed marketing effectiveness, achieving game-changing results.
Marketing Mix
We are providing marketers and agency strategists with a new option for marketing measurement and planning. Our streamlined data collection and model prep processes, combined with our integrated web-based planning tool, shortens the time from project kickoff to execution of marketing strategy. Our ability to integrate clients’ post-project sales data with model projections helps marketers course-correct bad campaigns or double down on good ones in record time.
Through our end-to-end modeling platform, Big Chalk can calculate your ROI across all of your media outlets. Whether your brand executes traditional broadcast and print, or you’re going full-digital with streaming media outlets like YouTube, Hulu, Facebook, Instagram, TikTok or other game-changing platforms, our consultation and advanced tools can elevate your end result.
If your $2MM spend on Retail Media directly generated $8MM in sales, this obviously is a smart buy, something you should do more of.
But if your $8MM spend on broadcast television & Facebook only generated $2MM in sales, this suboptimal ROI necessitates the opportunity to assess, recalculate, and reapportion your marketing budget assets.
Beyond the Data
Big Chalk’s Marketing Mix modeling process drives faster, more actionable marketing measurement projects – but our people are your secret weapon for creating high-growth marketing plans. With decades of dual-threat expertise in data science and marketing & media strategy, we provide the human insight that’s essential to the art in the “art & science” world of brand marketing.
The Payoff
Deliverables reveal immediate and long-term impact.
Granular model outputs combined with specific, actionable recommendations arm you with a strategy in a media environment that is – let’s face it – complicated at best. In 5-8 weeks, you’ll be prepared to drive double-digit improvements in marketing efficiency – all at a project cost 30% less than industry norms.
Return on Investment
Incremental sales associated with advertising activity and ROI for the analysis period
Channel Contributions
Channel contribution to sales and the associated ROI for each component in the media mix
Response Curves
Audience response, media saturation and decay curves show the expected sales response at different media weights
Brand Health
Develop a powerful brand with lasting appeal.
Strong brands create strong connections. These connections drive higher lifetime value per customer, protect the brand from price sensitivity, and contribute to repeat purchase behavior. Brand Health solutions providers promise to measure these connections.
However, many Brand Health measurement methods suffer from gaps between qualitative survey instruments that collect data and the quantitative reporting needed for decision-making and modeling integrations that can provide deeper insights and ROI-based investment decisions.
Big Chalk’s Brand Health on Demand service bridges the gaps between data collection and data use and provides more actionable insights for CMOs and brand managers. Our solution enables more frequent Brand Health measurement, plus integration with gold-standard analytic tools (like Marketing Mix models).
So you can optimize your brand positioning and drive revenue growth.
Gain in-depth insights into how consumers perceive your brand within its category, uncovering opportunities to improve brand positioning and identify key touchpoints for investment.
Clients on why they like to partner with Big Chalk:
Your team and their deliverables are truly best in class. Rick, Cynthia, Cristina, Jason are all true members of the ‘A team’ so thanks for allowing us to work with people that do great work and are easy and enjoyable to partner with.
– Sr Director, Insights & Analytics CPG
Nature’s Sunshine engaged Big Chalk to help us reposition our product lines as our market continues to evolve in different sales channels. The team brought a creative analytic approach to a complex category and armed us with key insights and recommendations to move our business forward.
– Derek Christensen, Director of New Business Development
