Rasamny-Younis Motor Company S.A.L. (RYMCO), the dealer for Nissan/Infiniti and other car brands in Lebanon, will be working with OMD Lebanon and Annalect MENA on its marketing analytics program. Designed to identify how successful its marketing activities are in driving car sales, the partnership with the two Omnicom Media Group MENA companies is designed to enhance the effectiveness of RYMCO’s communications and investments strategy.
“As well as knowing what contributed to our current performance, we wanted to have a better understanding of how best to drive our growth,” says Fayes Rasamny, Chairman of the Board and CEO of RYMCO. “We needed to sharpen the relationship between marketing investments and business results. The analysis we’re getting out of our partnership with OMD and Annalect delivers the constructive information we need to shape our future investment strategy. This is a very exciting new era for RYMCO’s marketing.”
Dana Sarkis, Director of Analytics and Business Intelligence, Annalect MENA, adds “While ecomometric modeling is already popular in other markets and segments, we’re excited to be taking the lead with RYMCO in and from Lebanon. This econometric study gave RYMCO hard facts on marketing accountability, provides valuable information and tracks the impact of marketing and advertising on the overall business.”