Response Architects, operators of ShopEX TV, are a Direct Marketing firm based in Nigeria. We pioneer multi-channel retailing to make products available to order by phone and online. Our collection of sophisticated planning, measuring, and attribution methodologies uses SAP BI tools to properly assess the consumer's purchasing journey and effect of TV on sales. Our bespoke micro econometric algorithms transforms the way we monitor media efficiency. We have also developed a style of econometrics uniquely tailored to the analysis needed for media planning and buying decisions, enabling a granular, detailed approach to response analysis that works. Our team have years of combined experience in the global DRTV industry running successful DRTV creative, media and TV shopping campaigns with revenues in excess of £500 million. Our commercial DRTV experience is unrivalled in Nigeria.