Abstract:

To create effective advertising, we need effective market research!

That way we ensure that not one dollar of our advertising budget is wasted. Because of the research:

1. We now know what we need to advertise and how to shape it to be engaging and well-branded;

2. We now know which channels that message needs to be delivered on, when in the season and how often and; 

3. We now know how much is too much, and which messages are ineffective, and which people.

This was only possible because of the combined knowledge, new technology and capacity of three teams working together. It was only possible due to the energy, commitment, challenge and enthusiasm that the combined team generated, despite an enormous data volume and a very challenging client.