Brightblue Consulting

Brightblue Consulting partnered with Kerry Foods to develop an econometric model to assess media efficiency. The model compared TV media expenses with their effectiveness and established the ROI. Over time, the scope of the project extended to include other expenses and their effects on sales. Brightblue used internal financial data and external data via Nielsen to present information down to a gross margin. The models included byproducts of media assessment like price elasticity and other revenue management metrics that helped Kerry Foods develop pricing and promotional strategy. The partnership began in February 2012 and is ongoing.

Brightblue Consulting was hired by a government-funded teen outreach program to run an econometrics project that would provide a more accurate ROI breakdown of touchpoints throughout the customer journey. Brightblue measured each channel’s cost per ROI by analyzing their impact on driving expressions of interest and sign-ups to the program. They also created waterfall data visualizations using information from several in-house teams and partner agencies. These visualizations demonstrated how individual channels impact brand health metrics and drive sign-ups from a short and long-term perspective. The partnership began in January 2017 and is ongoing.

The Co-op Group, a large food retailer, engaged Brightblue Consulting to understand and optimize the financial performance of their marketing spend to deliver a better ROI. Brightblue provided econometric modeling services that tracked food sales in relation to different variables such as weather events and advertising initiatives. They updated the model quarterly with the latest data and illustrated how advertising efforts have performed regarding ROI. They also recommended media decisions that would further optimize profits. The partnership began in June 2015 and is ongoing.