Advertising

If you are running advertising, you need to know you are getting value for money. This means knowing your return on investment (ROI). We tested the ROI of advertising targeting key locations around Australia for a business. Not surprisingly, the sales and ROI were largely correlated with population; the more people in an area the more people that saw the advertising and bought. However, by controlling for population, it was possible to identify where the ROI per capita was above the baseline ROI. This helped to identify key markets for this business and optimize advertising allocation.