BrandScience
   
   
 

 

  
 
Home
Approach
Delivery
Process
Clients
Reports
Contact
 
     
 

How do I optimise spend between the brands in my portfolio?

  
 

 

  
  Direct ROIs by medium for each of 4 alcohol brands within a portfolio  
     
Table Direct ROIs
     
 
Portfolio optimisation
We also found significant halo effects one product on another
This means that when one product advertises, sales are gained by other products in the portfolio
We have built a scenario system to determine the optimal allocation of spend behind each brand
Target for the optimisation: Maximise PROFIT (This may not be your key target!)
 
     
Table Optimising the Media Budget
     
 
Back to questions  
1
     
 
 
         
         
    But this is over-simplistic as product advertising often halos onto other products    
         
         
         
         
    Optimal allocation of media budget to maximise profitability    
         
         
 
 
  © 2007-2009 BrandScience   |   Site Map