Our approach to contact management and communications planning is genuinely unique. The mediaqube® approach enables a step change in the way both clients and communications planners predict the outcomes of promotional investment. Quantium offers absolute rigour in understanding the effect of each channel as well as their interdependence. We can also demonstrate total impartiality and a neutrality so often promised yet rarely delivered by communications agencies.

mediaqube® not only delivers an understanding of channel mix effectiveness, but offers a planning system which many clients now run alongside traditional planning tools. The major shift in capability is that mediaqube® enables planners to identify optimal schedules prior to committing funds. This represents a significant shift from single channel efficiency to multi-channel effectiveness and facilitates new forms of media contracts, based on predicted return on investment metrics.

mediaqube®

  
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The mediaqube® process can be used to answer a wide range of key questions including:

  • How do channels work together to deliver the most effective return on investment?
  • What does each media channel contribute to my results?
  • How quickly and for what duration does exposure in each channel derive response?
  • What should my response to competitor activity be?
  • How can I maximise my cost effectiveness over the short and long term?
  • How do I develop different activities regionally to plan for variability in distribution capability, brand strength and media footprint?

All of our models are built on historic exposure to identify the pure effect of each potential factor on leads and sales. These models are combined and calibrated with a decision support system which can be used to plan optimal investment scenarios.

Pure Effects

 
The technique we use allows the isolation of every factor which may affect performance. We enable the understanding of how much exposure is required to deliver an incremental response (whatever that might be), and also where incremental effects cease beyond a certain level of exposure and investment is effectively wasted.

Pure effect analysis also allows a detailed understanding of how competitor exposure and uncontrollable market or environmental factors affect your performance. Planning around factors which can be predicted but not controlled (competitor spend, interest rate changes or even rainfall) ensures that control is retained on sales generation as well as optimal spend efficiency.

mediaqube®® Planning System

 
The mediaqube® system embeds the media models, tested for predictive accuracy and facilitates the testing of different media scenarios, predicting the response offered by each.

Planning scenarios can be imported from other systems and software or created within the mediaqube® system, by selecting the mix of media required. Having run predictions, these schedules can be interrogated to derive improvements and the identification of optimal scenarios.

The system illustrates the extent to which each channel is contributing to the predicted outcome, enabling dynamic development of truly multi-media plans. Final scenarios can be exported to channel-specific placement and booking systems and further reviewed in post-campaign analysis.

Brand Momentum

  
By understanding the strength of a brand it is possible to estimate the sales which are generated from its residual strength. We call this brand momentum and can build simple models to identify base-line sales which are derived from it.

Whilst mediaqube® enables a forensic appreciation of the effect of promotions on response and sales, this additional analysis helps to identify two additional effects which are critical in understanding performance overall. Brand momentum analysis identifies the rate at which brands decay in the absence of ongoing promotional exposure. Additionally, estimates can be made on the extent of activity which is required to maintain current ratings.

Brand momentum analysis is based on far less data, usually taking brand tracking at a ‘brand consideration’ level, and is consequently far more high level than a mediaqube® assignment.

However, Brand momentum analysis can provide a more rounded understanding of the balance between short term and longer term effects of exposure and branding. It can also facilitate a clearer understanding of the incremental sales being generated from promotions, which can help significantly in developing business cases and cost justifications for ongoing investment.

 
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