Standish Salon Goods approached me with a single demand: "I want you to challenge every fundamental assumption of our business." By measuring the seasonality of revenue and identifying key customer avatars, Standish Salon Goods
expects to double its advertising ROI.
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Who is This Guy?
Shaun Overton measures the effectiveness of advertising by building statistical models. It's his job to gather the data from ad campaigns to answer key questions.
Now imagine that you line these items up in a spreadsheet.
A sample spreadsheet showing a multichannel ad campaign
The first column in this example is a billboard ad. Very few people drive by a billboard for an RV dealer, then drop everything that they're doing to buy a motorhome.
There's a delay between seeing an ad and the customer making a purchase. In many instances, it takes dozens of ad touches to develop a prospect into a customer.
By using techniques from Signal Processing Engineering and Statistics, I determine how long it takes to make a sale, the percentage of sales being driven by a particular medium (said another way, "What percentage of my revenue comes from billboard ads?") and the ROI for each medium.
Call me, Shaun Overton, at (817) 714-6929 or email firstname.lastname@example.org
Copyright, Engineer ROI
777 Cannon Drive
PO BOX 55035
Hurst, TX 76054