Measure Your Marketing Impact

Marketing ROI measurements are not intended to eliminate marketing that is unprofitable or below objectives, but instead to determine how to best improve the performance and profitability of existing and new marketing initiatives. Measurements must provide actionable insight into the effectiveness and performance gaps of specific tactics, integrated campaigns, and overall marketing strategy. Our measurements plans take into account complex marketing environments that are dependent on internal sales organizations, external sales channels, and multiple levels of influencers and decision-makers.

Many of our competitors offer some of the same fundamental measurement and analytic services we offer. Our differences are that we develop very comprehensive long-term measurement plans, we integrate multiple methodologies instead of advocating a single “silver-bullet” methodology and we align behavioral impacts with financial outcomes. It is impossible to measure every aspect of marketing decisions so we prioritize marketing measurements and analytics investments to provide you with insight most critical to driving profitable growth.

Working with our team of seasoned analytic experts, we offer:

• Modeling - Market mix modeling, time-series analyses and other forms of advanced modeling measurements to detect the incremental impact of marketing as well as the influence of competitive, economic, and other external factors on sales and revenues.

• Market Testing – We design and analyze a broad range of market testing to isolate the impact of marketing effectiveness and identify strategies for improvement. Our innovative approaches eliminate the need for “no-contact” control groups and work around other common barriers.

• Pre-Post / Sales Trend Analysis – Using advanced analytic approaches, we can eliminate much of the external influences that make a pre-post analysis invalid. We establish standards for your sales trend analysis so you have a more reliable source for ongoing tracking.

• Quantitative survey research – Specially designed market and customer research is used to close data gaps on sales performance, uncover customer purchase behavior patterns, and diagnose performance gaps.

The big win is how we integrate these diverse methodologies into a comprehensive measurement plan that accelerates performance improvements.

If you believe measurement methodologies will not work for your marketing environment, or if you question the quality of previous measurements, let us show you how to overcome common barriers and challenges. Our research has shown that many low-cost methodologies are severely under-utilized, yet offer significant growth potential (see the 2007 Marketing ROI & Measurements Study). We offer innovative approaches to uncover the true impact of marketing on short term and long term performance.