brand roi & the 5 dimensions of the future of metrics
Post on 02-Jul-2015
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Brand ROI & the 5 Dimensions of
the Future of Metrics
Considerations when measuring the
effectiveness of marketing at driving
Brand ROI Short term or long term?
Traditional Media v. New Media
What is really driving Brand ROI
Top methods of measuring
marketing effectiveness and ROI
1. Last Touch Attribution
2. Experimental Design
3. Marketing Mix Modeling – MMM
(Using Statistics)
4. Consumer Centric Modeling
(Using Agent Based Modeling -
ABM)
CO
MP
LE
XIT
Y
Level of ROI Modeling
Cost per lead
Ad impressions
Web visits
ROMI
Margin ROMI
Discrete Customer Modeling
Marketing Mix Modeling
Customer Response
Customer Behavior
(Agent-Based Modeling,
System Dynamics)
Portfolio Optimization
Brand Valuation
ACTIVITY TRACKERS
BRAND OPTIMIZERS
MIX MODELERS
CAMPAIGN MEASURERS
CONSUMER ANALYZERS
Revenue
Profit
Share
Stock price
ROMI CONTINUUM
4Ps and Agent-Based Modeling &
Simulation Only by understanding consumer
purchase behavior can a model
determine the true short and
long term effect of media
Agents represent virtual
consumers
Driving competitive advantage
demands more sophistication Marketers at the top must
demand more from their data
to stay ahead
Stay innovative and search for
the newest methods and
techniques
Understand their consumer to
advantageously influence them
ProRelevant.com
Guy R. Powell
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