A BtoC recruitment budget ecosystem will often cover a number of channels, some of which are broadly independent, (like TV whose impact is not the consequence of spend in other channels), and others that are very dependant (like Google’s PPC which often acts more as a fulfilment channel). Some campaigns are direct to known consumers, whose responses can be tracked, and others are targeted but indirect, like digital display where you don’t know whom you are going to attract. Some are off-line and some are on-line, although we find this distinction less important than the way in which cause and effect is to be tracked for each channel.
At Berry Thompson we have developed a five step process that will deliver the capability to run realistic recruitment budget scenarios across multiple channels taking account of the inter-reactions between them. This brief white paper explains that process, the inputs required and the outputs expected.