The long and the short of ROI

The challenge of marketing to balance both short-term business performance alongside long-term brand equity has never been more complex, with the exponential fragmentation in media landscape and proliferation of consumer touchpoints forcing brands to be omnipresent, while being increasingly accountable for the effectiveness of every dollar spent. 

Addressing this challenge has been alleviated through advancements in measurement techniques, that endow marketers with a 360 understanding of their marketing’s performance, both in terms of sales today, but crucially the sales that will be generated in the months and years to come thanks to the role of brand.

In a white paper published by the Marketing Performance Hub, a marketing community setup by Ekimetrics and global brand partners AXA, Nestlé and Pernod Ricard, we isolate the critical factors to get right, to effectively frame and measure the impact of marketing along the consumer journey, a taster of topics include:

• Choosing indicators that align with underlying business questions, so that actions that move the needle will also achieve the desired goal
• Implementing hybrid modelling techniques to unlock a complete understanding of marketing’s long-term impact on brand equity AND financial KPIs
• Establishing the importance of scalability and consistency in approach across a brand’s portfolio
• Emphasising that the role of marketing is not confined to one part of the funnel, and that its holistic impact needs to be fully considered, which should be the foundation of the measurement programme design.

“Fundamentally, you get the full measure of the strength of a brand when it’s sold or bought” .The white paper expands on these topics, and more, while also shining a light on the different modelling techniques capable of achieving these lofty goals.

You can grab a full copy here.

Authored by Ekimetrics, a partner of The Marketing Society 
Published on 10 December 2024