BAT | Berry Thompson

What can possibly go wrong when I allocate my marketing budget according to campaign ROI?

By building a budget up from zero in this fashion, BAT achieves a budget allocation optimisation, and can present this at a level of tactic much lower than that provided by an econometric model. We often find ourselves dealing with say six or seven channels, and perhaps a 100 lower level treatments which may represent specific media below that.

A guide to solving the marketer’s recruitment budget optimisation problem

For many senior marketers, managing the customer recruitment budget is one of the biggest challenges they face. This white paper explains a new approach, based on practical experience in a number of different vertical markets; and which relies on first understanding the whole multi-channel recruitment ecosystem, and then modelling how the different components act and[…]

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