Marketing and driving Brand ROI is a must for any company. How can companies accomplish growth in both areas? Marketing metrics! Companies must select what measurement metric is best and understand their marketing if they hope to grow. What are the 5 dimensions of the future of metrics? See our list here: http://ow.ly/DswOy #BrandROI

1. Brand ROI & the 5 Dimensions of
the Future of Metrics

2. 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

3. 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)

4. COMPLEXITY
Customer Response
Customer Behavior
(Agent-Based Modeling,
System Dynamics)
Level of ROI Modeling
Cost per lead
Ad impressions
Web visits
ROMI
Margin ROMI
Revenue
Profit
Share
Discrete Customer Modeling
Marketing Mix Modeling
Portfolio Optimization
Brand Valuation
ACTIVITY
TRACKERS
BRAND
OPTIMIZERS
MIX
MODELERS
CAMPAIGN
MEASURERS
CONSUMER
ANALYZERS
Stock price
ROMI CONTINUUM

5. 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

6. 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

7. ProRelevant.com
Guy R. Powell
Thank you
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