Media effectiveness consultancy Billetts has launched a business dedicated to measuring marketing and advertising expenditures and optimising their impact on sales.
Through an alliance with New York-based Hudson River Group, the new business – Billetts Marketing Sciences – will have access to the US company’s database of consumer information covering all types of marketing including sponsorship, pricing and store promotions. The alliance marks the withdrawal of Hudson from direct involvement in the European market.
Billetts chairman John Billett warns that marketing is under increasing pressure to prove its effectiveness in the face of recessionary trends and the increasing efficiency of other aspects of business such as supply chain, production and sales.
He says: “It has become clear that the optimisation of media buying efficiency and marketing effectiveness are two distinct strands of our customers’ objectives. Billetts Marketing Sciences will allow us to deliver the more comprehensive service our customers now demand.”
He adds: “The tie-up with Hudson has helped us in the areas of pricing and in-store promotion, and their relationship to advertising.”
Billetts has been measuring the effectiveness of marketing for clients for the past three years, generating an annual income of about £800,000 from it. Clients include Camelot, Halifax, Vodafone and MÃÂ¼ller.
Billetts will continue to measure media efficiency through sister companies The Billett Consultancy and Barsby Rowe, which account for £4.5m in fee income.