We think we are doing the right things, but what effect is it having?
New strategies or initiatives often take some time to filter through to the P&L. Ocean has developed a sophisticated performance measurement service. A marketing body set up to put forward the best case for a medium, asked Ocean to devise such a service to assess its performance. With even the best efforts taking several years to turn around the ‘super tanker’ of an entire medium’s market share, Ocean developed an integrated ‘score card’ based on ‘hard’ measures such as revenue and share as well as ‘softer’ ones such as the opinion of key customer groups captured through regular research. We then correlate and link these factors so that, over time, we can see than shifts in perception/opinion will flow to changes in advertiser spend.
