Coloring your mix of data, planning and results
Big Chalk Sales & Marketing Effectiveness
The demands on marketing are increasing in complexity.
Amidst shifting consumer trends, hybrid living, fragmented touchpoints, and global unrest, marketers must drive growth, enhance brand strength, increase revenue, and optimize ROI.
How do you manage?
Delivering the right message to the right audience at the right time is crucial. It is of utmost importance to introduce new and creative ideas while establishing interconnected relationships with your consumer base. Building and measuring campaigns is critical amid stricter privacy regulations and the phase-out of third-party cookies. To do so, you need access to insightful data and industry expertise to shape strategy and educate your organization.
profit increase from optimized media when clients engaged with Big Chalk. That’s profit, not topline revenue.
(Big Chalk Analysis)
of marketers say that marketing effectiveness factors in business decisions.
Successful brands prioritize agility. Are you following suit?
Embrace cutting-edge modeling paired with exceptional consulting expertise.
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.
Partner with Big Chalk to access well-known industry experts.
Data and reports can show anybody what is happening, but they cannot give you the human advantage of experience, consultation, and relationship. At Big Chalk, our marketing analytics experts leverage advanced modeling capabilities and vetted strategies to guide your next move, which is critical to growth in today’s climate.
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 contribution to sales and the associated ROI for each component in the media mix
Audience response, media saturation and decay curves show the expected sales response at different media weights
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.
Pricing Strategy on Demand
Adapting to the dynamics of fluctuating inflation, cautious consumer spending, evolving Retailer execution, and your complicated manufacturing and supply chain expenses? You can rely on Big Chalk for expert product pricing support.
Introducing Pricing Strategy On Demand – an innovative solution designed to ensure your product pricing aligns with changing market dynamics. In just two weeks, and at a fraction of the cost of the major consulting firms, our experts can develop elasticity curves and apply real-world pricing expertise to deliver pricing models and strategy recommendations that maximize revenue and profits.
Fast and Accessible Deliverables: Pricing strategy recommendations and models are ready as fast as within 2 weeks.
Contextual Insights: Real-time context for product pricing, complemented with simulators that forecast the impact of proposed pricing adjustments.
Predictive Modeling and Human Expertise: A unique synergy of advanced predictive modeling and decades of pricing management expertise.
Elasticity Coefficients: Comprehensive elasticity coefficients, including base-price vs promoted-price where data allows, for you to incorporate into your internal systems and planning tools.
Embracing Analytics Transparency: Big Chalk is committed to openness and transparency during every step of the analytics process, sharing comprehensive model results, test statistics, and confidence intervals for our discoveries – building trust collaboratively along the way.
Our Pricing Strategy Team
Rick Miller, Big Chalk Partner & Marketing Effectiveness Practice Lead – Rick spent four years on IRI/Circana’s price elasticity modeling team. He’s a common client interface on Big Chalk Pricing Strategy projects. Rick holds a Masters Degree in Data Science from Northwestern University and has 25 years of market research, consumer insights experience, and advertising strategy.
Arko Mandal, Sr. Data Scientist – Arko developed Big Chalk’s Pricing Strategy predictive models and handles day-to-day model building activities. He also leads Marketing Mix and other marketing measurement projects for Big Chalk. He holds a Masters Degree in Analytics from the University of Chicago.
Teresa Klier, Price/Promo & Revenue Growth Management Sr. Consultant – Teresa oversees modeling strategy and leverages model outputs to build pricing strategy for Big Chalk clients. Teresa spent more than a decade in IRI/Circana’s Revenue Growth Management department. She holds a PhD in Economics from Michigan State University.
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