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Saab Completes Loop via ORC
ORC International is to give executives from Swedish car manufacturer Saab access to a new online system to evaluate marketing effectiveness. The tool links breaking research data with existing information such as advertising spend and retail sales.
Saab has commissioned ORC to help evaluate the effectiveness of the company's advertising and communications across five main European markets, using a multi-phase quant research study which will examine and monitor its brand values.
ORC's customised web-based tool will allow authorised Saab personnel to conduct real-time interactive data interrogation, and analyse the impact of both marketing campaigns and external factors such as competitor activity. Charts and graphs will help to quickly identify the most effective marketing activities and steer marketing expenditure.
According to Gunilla Gustavs, from Saab's consumer insight group, brand measures, marketing and sales data was previously collected from numerous sources and then collated in spreadsheet format. '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 a 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'.
The quant exercise will involve more than 1000 telephone interviews each quarter with owners of premium cars in the UK, Germany, France, Italy and Spain, and will include advertising and other marketing recall, awareness of other and non-advertising communications, as well as questions on brand image and brand equity; with pre-test studies as a benchmark.
Saab is owned by General Motors and is online at www.saab.com . ORC's web site is at www.orc.co.uk
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