Quantium is often quoted in the media as a ‘thought leader’ on issues of channel neutral planning, data driven strategy, and marketing measurement and accountability.
As we recover from the economic downturn, Tony Davis assesses the damage and points out some realities of the new marketing landscape. More...
Science provides a sounder platform than psychology when reaching out to customers. More...
Published Professional Marketing Jul-Sep 2008.
Accountability? How dull did we really join this creative industry to be immersed in data, measurement and financials?
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Published B&T 06 Jun 2008.
With the AFA Effectiveness Awards coming under the wing of the international Effie Awards from next year, Oliver Milman investigates the state of Australian effectiveness measurement with some disturbing findings....
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Published Professional Marketing Apr-Jun 2008.
Integration at a creative level is certainly a worthy objective. But it should form the basis of all marketing strategy, not just campaign ideas...
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Published Professional Marketing Jan-Mar 2008.
While we frequently talk about integrated communications there is a constant and hugely unhelpful separation of “the codes”, whether it be around above and below-the-line “channels”, or brand and direct response “executions”...
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Presented to the Institue of Actuaries of Australia Sep 2007.
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Published Professional Marketing Oct-Dec 2007.
By fully understanding the relationship between customer demand and price, FMCG brands are increasingly harnessing price to control their sales volumes, sometimes clearing stock, at other times boosting margins or turning up the heat on competitors...
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Published Professional Marketing Aug-Sep 2007.
It is said that in some industries a 10% improvement in profits can be achieved from just a 1% increase in price. But the natural laws of supply and demand tell us that under normal conditions the more we charge the less customers wil buy...
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Published In Business Aug-Sep 2007.
It is clearly outdated thinking to attribute sales results directly to a single ad in the paper, TV spot or banner because the response call was made to the dedicated phone number or URL published.
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Published Professional Marketing December 2006.
The explosion of new media channels is creating a more fickle, fragmented and restless audience, but a new customer analytics and media planning tool based on actuarial science is helping marketers justify their budgets.....
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Published BRW 2nd February 2006.
It was only a matter of time before the professionals behind customer analytics, actuaries, started to develop methods to measure advertising effectiveness....
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Published B&T 14th October 2005.
Broad brush segmentation is simply inefficient compared to using more specific lenses through which to view issues. Appreciating the characteristics of customers at any moment in time who have a propensity to act in a particular way allows the behaviours themselves to be influenced and results dramatically improved.
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