Purpose helps build awareness for specialist data consultancy
MetaMetrics has advised clients such as Nando’s, Zoopla, WGAC, Miele, Hiscox and eharmony and now sees an opportunity to expand its work further.
Its expert team analyses the ROI of media spend by combining data engineering with econometrics –an advanced statistical process which shows how sales, or other KPIs, are driven by each element of a business’ marketing mix.
Its advice has generated millions of pounds of benefits for customers over the past 15 years.
“We work with senior marketers in data-driven, ambitious brands who want to really understand how their media strategy is working and how to optimise their investment,” says Rebecca Shaw, Client Services Manager at MetaMetrics.
“They know their media spend is important, but we can quantify precisely the value it is delivering, allowing them to make much better decisions.”
Among those who have benefitted from MetaMetrics’ analysis and modelling is a leading services company who needed to understand to what extent its brand advertising drove immediate sales response, and what was the best time – and over which channels – to run direct response campaigns.
With another client, the team created a tool which provided deep understanding of sales drivers across the company’s European operations, calculating the influence on sales from factors such as weather, pricing, distribution and seasonality.
“At a time where every pound of marketing spend is under scrutiny, marketers are increasingly turning to econometrics for clarity,” says Rebecca. “But, for many, econometrics still feels out of reach. Some believe it’s too time-consuming or complex, or that it’s only useful for analysing the past. Others think it’s just for big brands with even bigger budgets. The truth? None of those perceptions are accurate.”
Purpose Media will now support MetaMetrics by implementing a comprehensive content and digital marketing campaign.
Tim Lenton, Purpose Media Digital Innovation and Strategy Director, said: “The results MetaMetrics are achieving for existing clients are deeply impressive and, after profiling key target audiences, we now look forward to helping ensure that the value the company creates for businesses is more widely understood.”