HOW CAN MARKETERS ASSESS THIER RETURN ON INVESTMENT OF MARKETING EXPENDITURE?

(AND I’VE HAD MY MOMENTS)

THREE WAYS OF MEASURING RETURN OF INVESTMENT

MARKETING METRICS

MARKETING MIX MODELLING

MARKETING DASHBOARDS

MARKETING METRICS HAS BEEN PRIOR DISCUSSED

AND UNDERSTOOD. LET’S TRY TO UNDERSTAND

OTHER TWO

ANALYSE THE ADS WHICH ARE NOT GIVING ANY RETURNS AND AT MINIMAL COST MAXIMUM OUTPUT

UNDERSTANDS FROM VARIETY OF DATA

WHAT IS VALUE CHAIN?

enough to learn it

INCREMENTAL GROWTH

CUSTOMER SATISFACTION AND BRAND AWARENESS IS LESS

MARKETING DASHBOARD

Marketing Measurement Pathway

Technically Sound but Ad-hoc Efforts Across Multiple Measurement Silos

Customer Metrics

Unit Metrics

Cash-Flow Metrics

Brand Metrics Metrics

Hierarchy of Effects

Products/Category Sales

Program & Company ROI

Brand Imagery/Attributes

Satisfaction/Experience

Marketing Cost/Unit

Media MixModels

Equity Drivers

Attitude/BehaviorSegment Margin

Margin Optimization

Initiative PortfolioOptimization

Technically Sound but Ad-hoc Efforts Across Multiple Measurement Silos

Customer Metrics

Unit Metrics

Cash-Flow Metrics

CUSTOMER PERFOMANCE SCORECARD TO RECORD HOW WELL THE COMPANY PERFORMED YEAR BY YEAR

STAKE HOLDER PERFOMANCE SCORE CARD TO TRACK SATISFACTION OF VARIOUS CONSTITUENCIES ATTACHED WITH FIRM

JEET PAREKH

Created by --

Indian Institute of Technology ,Banaras Hindu University Varanasi

Linkedin :https://in.linkedin.com/pub/jeet-parekh/54/b10/51b

During an Internship by --

Prof. Sameer Mathur

Indian Institute of Management ,Lucknow

(www.IIMintenship.com)