New Agency to Give Reality Check

In the UK, marketing services firm Indicia has launched an econometric modelling company, MarketingReality, to provide a 'fusion of customer behaviour analysis' across all marketing channels.

The new agency has been founded by Indicia CEO David Perkins to help companies evaluate their range of marketing channels, understand the relative influence of each channel and activity, and understand how best to allocate future marketing resources.

It will be led by Managing Consultant Jo Young who joins with more than 16 years' marketing experience from Indicia-owned data analytics company Marketing Databasics. She will be assisted by external Consultant Joe Yasin.

'What we've seen is that econometrics is traditionally applied to top-line sales figures, without the benefit of the actual customer behaviour knowledge,' Perkins commented. 'Our approach can give in-depth answers to explain all the influences on actual individuals' purchase behaviour, and separate out the many factors driving sales, even when they are happening simultaneously.'

Web site: www.indiciagroup.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.