The output included answering the following questions
- What comms channels have been most efficient in driving sales and is there any variance across brands?
- Efficiency of current channel mix on volume sales and other key KPIs
- ROI and advertising decay and response curve by channel
- Media multiplier effects – how have channels worked in conjunction to drive performance
- Optimal mix of spend and point of diminishing returns
- Efficient media phasing by month – e.g., best times of year to advertise
- Impact of other factors – economy, political climate, weather,
- Openings/closures/refits, new menus, competitor activity etc
