Abstract:
The truth is companies spend millions of dollars on advertising and they don't truly know what works and what doesn't. They have no way to establish a ROI on a TV commercial or a Radio ad. At best, they can estimate the number of people that saw the commercial, but that's still quite far from a return on investment. We were hired by Volkswagen to count the number of people that go into their distributors and ask them a few questions to evaluate the service. We have done this for over a year. Our innovation was to ask Volkswagen for their investment on advertisement day by day. With this data and the data on the number of visits per distributor we develop a model to evaluate which half of the investment was useful and which wasted.
Videos
Delighting the shopsumer in the instant gratification world (Spanish)
Catalogue: Latin America 2016: Research Renovation
Author: Edwin Taborda
 
June 15, 2016
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Engagement on a tightrope (Spanish)
Catalogue: Latin America 2016: Research Renovation
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Companies: StatMark Group, S.A., , StatMark Group, S.A.
June 15, 2016
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Beyond lifestyles, trends and drinks (Spanish)
Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Maria Alejandra Velandia Sanchez, Andrea Ascarrunz
Company: Pernod Ricard
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