Marketing Mix Optimisation – a new era of accountability

As an industry, we are constantly under pressure to measure return on investment in marketing activities, particularly in the short term. The “Holy Grail” has long been a robust measurement that can compare all aspects of the marketing mix separately or combined, based on actual sales information rather than consumers' claimed usage of brands and media.

Dunnhumby's Marketing Mix Optimisation (MMO) is a suite of analytical tools that enable fast, ongoing, accurate and actionable measurement and evaluation of sales and marketing activity. Dunnhumby claims that MMO offers 'unrivalled statistical robustness' and they believe that for the first time brand owners will be able to connect marketing activity directly to individual customer sales transactions. This will enable age-old marketing effectiveness questions to be answered definitively, through evidence based on the actual shopping behaviour of some 13 million UK households.

Martin Hayward, director of strategy and futures at Dunnhumby, will introduce the data and share his thoughts on the MMO contribution to marketing accountability and the allocation of media budgets.

Martin Hayward has recently joined dunnhumby, as Director of Consumer Strategy and Futures.

Martin’s previous position was as Executive Chairman of The Henley Centre. Prior to joining the Henley Centre six years ago, Martin was the founding Managing Director of BBH Futures, the strategic consultancy arm of the Bartle Bogle Hegarty Group. He also was Head of the Marketing Services Department for Mercury Communications and began his career in Account Planning at Ogilvy and Mather.

Please respond as soon as possible if you would like to attend. If for any reason at a later date you can’t make the meeting please let us know as there is likely to be a waiting list.

This meeting will be chaired by Neil Mortensen

If you would like to attend this meeting please send an email to:

eveningmeeting@mrg.org.uk

Venue & Date

Venue: The Warren Suite, Radisson Grafton Hotel, 130 Tottenham Court Road, London W1T 5AY

Date: Monday, February 4th 2008

Time: 6pm for a 6.30pm start.

If you would like to attend this meeting please send an email to:

eveningmeeting@mrg.org.uk

Social

We plan to have a cinema evening in February and a quiz night in April.

2008 Conference

The 2008 Conference will be in Portugal and will be held between the 5th and 8th of November. More details will be announced soon.