Ad awareness modelling

The Brief:
The client is an overseas company in banking. They wanted to know whether the advertising spend translate to product awareness and then to impacting on number/size of accounts.

The Approach:
It reflects an econometric modelling exercise based on lagged relationships in historical data.

The Results:
There were fairly strong relationships between ad spend, awareness and impact on new accounts. This was evident across all banks although the effectiveness varied based on their respective market size.