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

Thank you

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