In-market advertising and marketing measurement and optimization

Do you know the ROI of each marketing mix element (Online and Offline)? Are you trying to figure out advertising's impact on both brand equity and sales? Do you want to know how to optimize the marketing mix to achieve better results within the same budget? Marketing Evolution can help.

Marketing Evolution's core service is ROMO. ROMO, which stands for Return on Marketing Objectives, is the next generation of brand tracking. ROMO provides fast, in-market, continuous feedback on your marketing and advertising performance. ROMO is designed to quantify the results of advertising and marketing across awareness, brand imagery, purchase intent and sales. ROMO provides specific results for each media in the mix and recommends adjustments to the allocation to improve the bottom line. The key benefit of ROMO is better results within the same budget.

You have an advertising and marketing program in place. Now you need to measure it.

It is not enough to learn how it works overall. You need more out of research.

• You need to know the ROI of each marketing mix element (Online and Offline).
• You need to know both the contribution to brand equity and sales impact.
• You need to know how to optimize the marketing mix.
• You need all the stakeholders bought into blueprint for action to apply the learning.
• You need Marketing Evolution.

Marketing Evolution is the specialist in cross-media advertising effectiveness measurement. Marketing Evolution created the next generation of in-market advertising and marketing measurement (often referred to as brand tracking). Brand tracking research was invented in the early 1970s, and fell short of meeting many of modern marketing demands for individual media accountability and deeper competitive insight. When Marketing Evolution set out to re-invent brand tracking, we designed ROMO to provide...

1. Answers on the individual media performance and ROI .
2. The connection between underlying consumer motivations and purchase behavior so that advertising can be focused on influencing the perceptions that will most significantly drive purchase behavior (rather than a generic cookie cutter list of brand image attributes that many older brand tracking systems use).
3. Insight on brand positioning in a competitive context and specific actionable implications for how to best focus advertising's influence on key motivating, differentiable attributes .
4. Deeper analysis of competitive spending effects, and the implications to flighting versus continuity.

Where do we start?

We begin with your strategy. Where does your brand stand today versus the competitors? What is your advertising specifically intended to accomplish in terms of sales? What are the pre-conditions to achieving theses sales? Is the focus of branding building awareness and differentiation or is it reminding and reinforcing existing perceptions? Marketing Evolution's in-depth strategy review is integrated into our ROMO brand tracking analysis. It leads to a customization of our analysis to fit your strategy and the competitive dynamics of your category.

We use a collaborative approach to our ROMO engagements. We work with our clients to find insight and actionable learning to achieve better results. We apply gold standard, state-of-the-science measurement to develop exceptional marketing analysis and recommendations.

Integration with Sales Measurement

Marketing Evolution pioneered the integration of branding and sales measurements in the ROMO analysis. For a holistic 360 degree view of your advertising and marketing performance, take the route that Marketing Evolution pioneered with Nestle, Ford, Procter & Gamble, Neutrogena and Kraft. Let Marketing Evolution integrate ROMO brand tracking with sophisticated marketing mix modeling of sales to provide you with a complete picture of how to best optimize your marketing mix.

Reporting and Consultation

Marketing Evolution reporting paints a vibrant picture of the overall performance of your advertising. The detail of the picture allows you to clearly see the contribution of each element of the marketing mix (and the relative cost efficiency). But more than just a portrait of your brand, we paint a picture of your brand in competitive context. We draw out how your brand positioning has been influenced by your own advertising and that of your competitors. It is a picture that is in motion. We capture the changes to brand positioning over time to deliver more than a report. We deliver findings, insights and recommendations.

Marketing Evolution is at the center of better marketing measurement science. Science will not remove the art from marketing. But science can improve marketing ROI across both brand equity and sales. To see the full picture of what ROMO can do for you, request a case study from one of our senior partners.

Marketing Metrics Consulting, Implementation, Institutionalization

• Reward system alignment

In addition to the Measurement Infrastructure Audit, we integrate the following analysis systems into ROMO delivery upon client request

Scenario Planning
A guided process where we work with all key stakeholders to define and develop what we will learn from the research, what new questions it will raise, and what action we can implement based on different scenarios of ROMO findings.

Action Standards
Action Standards are based on the philosophy that if it is worth doing the research, than there must be actionable implications that come from the research. If one can't take action on the research, then one should not do the research. Marketing Evolution's Action Standards are specific action plans based on specific outcomes of the research. We develop these Action Standards in collaboration with the key stakeholders. This is generally done in conjunction with a Scenario Planning engagement, but can be done independently. Action Standards are a way of ensuring competitive advantage through research. Action Standards also keep the organization focused on getting the ROI from the research.