Complete information for your brand
One size does not fit all. Your marketing plan must be designed
around your brand, your markets, your marketing goals, and most
importantly, your consumers. The ACNielsen/Spectra* Consumer Marketing
Mix model is the only complete solution customized to address your
brand’s unique needs in the marketplace.
This joint product combines the power of ACNielsen’s premier
retail and consumer capabilities with Spectra’s unparalleled
knowledge of consumer lifestyle targeting. By understanding how
consumers respond to each element of your specific marketing program,
you can more effectively allocate your marketing dollars to increase
sales.
Consumer Marketing Mix helps you evaluate which advertising,
trade marketing and consumer promotions are working, and provides
actionability by identifying which consumers are responding
to each element of the marketing mix. With ACNielsen and Spectra,
you can use these insights to quantify the profitability of key
consumers and efficiently drive your marketing plans.
Key Marketing Applications:
- Analyze the core marketing drivers—advertising, trade,
coupons and pricing
- Incorporate key brand issues, including promotion tactics,
consumer targeting, regional impacts, and ethnic differences
- Identify specific go to market recommendations for media
mechanics
and allcation, trade promotion programs and consumer promotion
tactics, based on the value and responsiveness of key consumer
lifestyles.
- ACNielsen and Spectra’s superior models and analytical
staff bring
a new level of actionability to marketing analysis and planning.
Our Mission: Actionable, Consumer-Centric Marketing Insight
Incomplete information limits your success. Consumer Marketing Mix
analysis provides clear measurement of the impact of your core marketing
activities—advertising, trade promotion and FSI events—
and provides the actionability necessary to leverage the bottom
line opportunities afforded by today’s highly fragmented marketing
environment.
Consumer Marketing Mix modeling uniquely uncovers the consumer
segments and geographies where your marketing dollars work most
efficiently. These insights drive improvements in media mechanics
and targeting, trade promotion design and tactics, and coupon
execution. ACNielsen and Spectra provide clear and actionable
learning on your consumers: WHO to reach and HOW to reach them.
Consumer Marketing Mix helps you to:
- Evaluate the core elements of the marketing mix—television
advertising, trade and couponing.
- Identify the lifestyle segments most responsive to your marketing
programs.
- Design trade and consumer promotions that efficiently drive
incremental sales.
- Build effective media plans, based on consumer response and
ROI.
- Allocate resources to improve brand performance and Return
On Marketing Investment.
- Apply CRM principles to CPG businesses.
