Case Study: Freesat proves the value of marketing with ScanmarQED

Proving the value of Marketing with Freesat

Freesat, a satellite television provider, needed to evolve its marketing function's role to drive both brand and acquisition after establishing new direct-to-consumer channels. The company faced significant challenges in understanding how its marketing activity contributed to brand health and sales, the relationship between the two, and the specific performance of its media channels. Freesat partnered with the vendor ScanmarQED to address these questions and prove marketing's value to the wider business.

ScanmarQED addressed the challenge in two phases. First, they created alignment across key business areas and developed a prioritized marketing effectiveness plan. In the second phase, ScanmarQED, with its partner Go Ignite Consulting, built three marketing mix models to quantify marketing's impact. The results included a clear roadmap for future planning, a quantified view of paid media's impact on growing brand awareness, and clear return on investment figures by retailer for acquiring new customers, ultimately providing evidence of marketing's crucial role in changing the business's trajectory.

Freesat