Analysing the true effect on sales of an advertising or PR campaign in the Fine Fragrance industry

(19/10/2009)

An alliance has been formed between the beauty industry media insight specialists mymarketmonitor.com, and GfK Retail & Technology UK, the retail sales tracking company. Within the Fine Fragrance industry, for the first time ever, it is now possible to analyse the true effect on sales of an advertising or PR campaign.

Working together, the two companies overlay their findings to produce a detailed insight on a brand’s marketing and the effect that has on sales. Sales are tracked by GfK through the retailers’ EPOS (electronic point of sale) systems as well as from on-line and the grey market.
Mymarketmonitor.com analyses all consumer and national press to track every beauty brands’ advertising and PR.

Detailed insight is produced for both a client’s brand as well as their competitors’ performance which contextualises the results in terms of the market. The beauty marketer can now make a confident assessment of the cause and effect of their marketing activity, in light of any competitor’s activity so media strategy can be determined based on precise and up to date knowledge.

Mymarketmonitor.com CEO Mike Ramseyer, comments: “In some instances we can see that marketing has increased sales. In other cases it has not. The important issue is that with the mass of combined analytics we provide we now have the answer to the ‘why’s’ for both scenarios.”

GfK Account Director Paul Mitchell comments: “This joint venture brings together analysis on brand exposure in printed media and actual retail sales, offering a level of insight and ability to measure return on investment which has not previously been available.”

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