How do you optimize marketing investments to increase demand?

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Our client wanted to understand how to optimize media investments to course correct against increasing incentive spend and decreasing brand equity.


To identify the impact of Marketing on short-term sales along with measuring the value of changes in brand equity, producing long-term growth:

  • What is the Total ROI of Marketing?
  • What is the ROI of Brand vs. Retail Investment? What is the right balance?
  • What is the ROI by Marketing Tactic?
  • What is the Optimal Mix of Digital vs. Traditional marketing?
  • What is the result of Media Halo and Full Line advertising?


We quantify impacts of marketing activity on Brand equity and in doing so account for both short- and long-term impacts as part of our analysis.


Television & PR generate highest incremental impact for the brand:

  • TV is most efficient, but is at point of diminishing returns, based on average creative performance
  • More and better-performing TV creative would improve overall media ROI
  • PR has very strong ROI and investment can be increased in PR


Brand opinion and consideration climbed significantly in the last two years, by over 20 points. Attributable to brand-building focus in recent campaigns; TV, OLV and PR are the key drivers of this spike.

Translating to Business Performance Impact:

  • Share growth in relevant segments by 0.8%
  • Brand Opinion contribution to Sales: +5%
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A comprehensive assessment of marketing ROI, measuring short and long-term impact of marketing on sales and brand equity.