John Wanamaker (1838-1922) famously said: "Half the money I spend on advertising is wasted; the trouble is I don't know which half." That is not true in the best businesses.

When a company might be spending tens or hundreds of thousands on promotions, diverting a small fraction towards testing its effectiveness seems only reasonable. Knowing what works and what doesn’t helps you to ensure that your marketing is even more effective next time.

Alexander Babbage has helped many clients to analyze and measure the effect of their promotional marketing. You can read a selection of their stories here:

Chick-fil-A
When CowParade came to Atlanta, Chick-fil-A backed the program as a major sponsor. The total commitment was over $1m. Was it money well spent? Read their story here…

Atlanta Braves
Earlier research by Alexander Babbage segmented the Braves fan base into five categories. Promotional activity has since been tailored to these targeted categories. In on-going research, Alexander Babbage monitored this activity, providing feedback that suggests further enhancement. A virtuous circle. Read their story here…

American Electronics Association
The AeA is a not for profit organization. However, that does not mean they do not want to generate revenue to enable them to better support their membership. One possibility is to attract sponsors to their meetings. But, how do they show a sponsor that it is going to be worth their while? Read their story here…