Market Insights and
Reduction of Marketing Waste
Marketing strategists often have to make major budgetary decisions with
poor information on the likely effects of those decisions. John
Wanamaker of US department store fame once said:
“I know half the money I spend on advertising is
but I can never tell which half.”
TFL have developed a radical new tool set to model the effects of all
manufacturers’ promotional spending in an entire marketplace and
optimise promotional budget spending in a competitive environment. The
tools provide insights into market dynamics causes and effects, heuristics for different market places can be developed and better market budgeting
decisions made. Other applications include scenario-planning; to develop
contingency plans for changing market conditions and competitors’ actions.
Access to these tools is provided as a service by TFL since their use
is a specialist operation and must be carried out in-house by TFL on
the basis of representative data provided by a client organisation. TFL
then supplies clients with models and related software to enable them
to gain insights into spending effectiveness and optimise their marketing
Need to know more?
There is a white paper and case study on the Marketing Response Modelling Tool (MRMT) is available through our downloads section.
If you would like to explore the feasibility of using these tools to
improve your insights into your marketplace, and make better use of your
promotional budget, please contact us.