We currently have a situation where we cannot get marketshare data for certain areas of the country and so there is no local marketing activity going on.
But my argument is that we know what marketing activities have an impact in some areas of the country and as the business is pretty niche then you could with a high percentage of success implement these activities in all areas and you would see a return.
The counter argument is that if you cannot directly measure your marketshare there is no point in doing the local marketing activities.
So in those areas of the country where they can get marketshare figures they are targetted (lets so to obtain 38% marketshare) and as soon as they do they stop the marketing activity and low and behold next time they look they are back to 36% marketshare.
Another example of where KPI's have been used to drive a workstream when in effect that workstream should be part of BAU...
oh well best get back under my rock...
But my argument is that we know what marketing activities have an impact in some areas of the country and as the business is pretty niche then you could with a high percentage of success implement these activities in all areas and you would see a return.
The counter argument is that if you cannot directly measure your marketshare there is no point in doing the local marketing activities.
So in those areas of the country where they can get marketshare figures they are targetted (lets so to obtain 38% marketshare) and as soon as they do they stop the marketing activity and low and behold next time they look they are back to 36% marketshare.
Another example of where KPI's have been used to drive a workstream when in effect that workstream should be part of BAU...
oh well best get back under my rock...
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