What is RFV analysis?

October 16, 2019By Simon FosterMarketing Training

RFV stands for Recency, Frequency, Value. It’s a technique database analysts use to segment their customer data by plotting customers into a three dimensional space using three metrics: Recency – a measure of how recently a customer last purchased. Frequency – how often they purchase within a given time period. Value – the amount they … Read More

What is TV attribution modelling?

July 5, 2018By Simon FosterDirect Marketing Training, DRTV Training, Media Buying, Media Evaluation, TV Media Planning Training No Comments

TV attribution modelling is an analytical process used to assign web or phone response to TV spots. When this analysis has been undertaken it is possible to aggregate all the spots and matched response into a database and report which TV channels, days of week, times of day and creative edits are most responsive or … Read More

Binet and Field – Is it really 60/40

July 2, 2018By Simon FosterMarketing Training No Comments

Whilst the endeavours of Les Binet and Peter Field have helped the industry make huge strides in how it looks at advertising effectiveness, and particularly the importance of long-term brand building, the industry’s unquestioning acceptance of their suggested 60/40 “brand” / “activation” marketing budget split makes me nervous. Although I don’t have the raw data … Read More

How to calculate return on marketing investment (ROMI)

June 22, 2018By Simon FosterMarketing Training

The basic formula for calculating return on marketing investment (ROMI) is: [[sales-costs]/marketing costs] Where: Sales is the revenue generated from marketing activity recorded as sales to customers Costs are the costs of generating those sales (cost of goods sold or COGS) and the costs of marketing. Some notes: How carefully you define sales and costs … Read More