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 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)