ORC International Launches Cross Analysis Tool
March 10 2006
UK consultancy ORC International has launched an addition to its suite of web analysis tools. ORC MET is a marketing effectiveness tool which allows online interrogation and cross analysis of sales, marketing and market research data.
This new product has been designed to enable fast and simple data entry of a variety of management information including:
- Sales: raw figures; retail spend; events feedback and outcomes,
- Marketing: events / campaign dates, spend and results; customer loyalty data, referral information; promotions, advertising, public relations,
- Market research: response from customer satisfaction, mystery shopping, brand awareness, market tracking programmes,
- Employee research,
- Company information: Turnover, profit, share prices,
- Competitor activity: promotional dates, sales results.
The tool allows sales and research data to be overlaid with other information such as advertising spend, retail sales and feedback from advertising campaigns. This allows the user to identify their most productive marketing activities, and consequently target their marketing expenditure more effectively.
Swedish car manufacturer Saab Automotive has recently implemented ORC MET to evaluate the effectiveness of their advertising and communications activities across five main European markets. Commenting on the project, Johan Styren of Saab's consumer insight group said 'Before the introduction of this online tool, we previously collected brand measures, marketing and sales data from numerous sources and then collated them in spreadsheet format to understand our market situation and analyse the impact of our marketing activities. However, this method was cumbersome and made it difficult for us to fully explore the correlations between those marketing activities that led to significant increases in sales or heightened brand awareness. Using the marketing effectiveness analysis tool will completely revolutionise the way we interrogate data and will make it much simpler for us to identify events that impact upon the customers' perception of Saab and, ultimately, sales.'
A free one-month trial is available - details at
www.orc.co.uk/met
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.
