First Direct Econometrics Study
Here we share the latest econometrics study from Mindshare, which explores the synergies between ATL advertising and search for one of their clients, First Direct.
Mindshare worked with Google UK to incorporate raw query volume into the First Direct Sales models. This allowed them to more accurately quantify how search and above the line advertising drive new account applications.
Some of the key highlights of the study include:
- Offline media drives a ~10% increase in relevant search volume for First Direct
- Search drives a very significant volume of First Direct business outcome
- Nearly 50% of advertising effect is driven by search
- Paid search is “directly” responsible for 13% of current account applications
- Another 8% of current account applications are driven through search and synergy with above the line media
- Search has a significant ROPO impact (Research online Purchase offline)
- 8% of applications driven by search occur offline