SYDNEY: Sports retailer Rebel Sports has appointed marketing and media analytics company Quantium to review the effectiveness of its advertising and promotional activity.
Working across the Rebel and Amart brands, Quantium will analyse the effects of Rebel’s spend across TV, radio, press and other media channels, to determine which activities have the greatest effect on sales.
Rebel and Amart All Sports together spend approximately $20 million a year in support of their 140 stores across Australia. Media buying is handled by WPP-owned agency Maxus.
Rebel Group chief executive John Joyce said: “We have seen some early results and the outcomes of Quantium's very analytical approach are very solid and valuable to us.
"Certainly gaining a greater clarity about which channels work best together and how we can spend our marketing budgets to greatest effect will be very welcome.”
Quantium partner Tony Davis, said: “It is amazing how differently TV, press and digital media works for different brands and categories. The granularity of our approach often enables the evaluation of media reach at a daily, by household level, rather than the broad brush typically considered."
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