Insights ROI Measurement: Marketing Allocation and Tactics . d e v r e s e “We make significant recommendations based on our model for media allocation and we’ve r s t h g i r l been able to see how shifts in that allocation actually effect the sales picture. We did some l A . k r o research that recommended shifting dollars among our media mix and that resulted in x w t e N s s e number of dollars, pre and post, if you will. So, at the end of the year, let’s say we would look n i s u B ch back six months from the time to where we made this shift and run the model with the original r a e s e R l allocation and run it again with the new, or then look at actuals.” a b o l G e Th d n a c. n I , p u o t r r G o p g e n i R t l y u d s u n t Co S 7 n 1 o 0 t 2 s o t B ghe i s Th In y f b o 7 Head of Insights, Consumer Services OI 1 R 0 2 - © N B t h g i GRr G y C p 58 B Co