Business Intelligence (BI)

The Shortlist
CAMPAIGN
Chevron Asia Pacific - Where to Spend the Next Dollar
AGENCY
MEC
CLIENT
Chevron Asia Pacific
BRAND
Caltex
DETAILS
CAMPAIGN SUMMARY

Chevron Asia Pacific and the agency Analytics and Insight team worked in partnership to determine the impact of advertising and non-advertising factors on sales growth in order to set optimal budgets and above all, to determine where the next $ should be spent.  This was done across 4 markets in the region, across petrol and diesel categories using a market mix modeling approach.  The results showed overall ROI ranging between 2:1 and 6:1, contribution of marketing activities between 3% and 13% of total sales value and provided clear direction on the strength of individual channels and promotional activities.
Partners
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