This is an example of a simple study of marketing effectiveness where some 60 different variables were studied from pricing to competitor activity (remember common cause definitions?). In the chart above, the text between the two graphs indicates there is not a statistical correlation between media spending and shipments since the “variation explained: 2.9%” is not highlighted.
All of the results from this study are summarized in the table to the right. The figures are the strength of the correlation between each entry and shipments. Figures in red indicate an inverse relationship. These findings caused significant changes in the media and promotion spending for this brand.