Blockbuster, Camelot, Dulux and Vodafone have signed up as founding
clients of Billetts Marketing Sciences, a new business that aims to
measure the sales impact of marketing and advertising spend.
Billetts Marketing Sciences is a partnership between Billetts, the media
effectiveness consultancy, and Hudson River Group, the New York-based
supplier of custom marketing mix models.
According to Billetts chairman, John Billett, the launch was prompted by
the growing need to justify spending on marketing, in light of
increasing cutbacks, redundancies and plummeting share prices.
Billett said the new arm could, for example, measure the effect of
advertising the National Lottery the day before it is drawn, compared
with four days before. It could also isolate the effect of TV against
press.
Billett said: "The optimisation of media buying efficiency and marketing
effectiveness are distinct strands within our customers' objectives. The
launch allows us to deliver the wider skill set our customers now
demand."
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