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Retrospective Analysis |
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Determine marketing / non-marketing business drivers |
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Understand carry-over effects of advertising |
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Identify synergies between media |
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Estimate impacts of different marketing elements |
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Apportion non-attributable business results |
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Assess cost effectiveness (ROI) by media type |
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Prospective Analysis |
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Forecast impacts of marketing plans and other activities |
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Understand “possibility set” of potential business outcomes |
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Evaluate risks associated with market uncertainties |
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Run “what if” scenarios for planning purposes |
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Optimize spending and media mix |
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Assess likelihood to meet business goals |
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