Marketers are increasingly being asked to be accountable for proving and improving the effectiveness of marketing spending. Many companies are using sophisticated predictive analytics to support marketing decisions, including marketing mix “ROI” models that quantify the short-term return on marketing spend. But, a strictly financial, short-term interpretation of ROI may understate any long-term value of advertising and can undermine the brand’s health.

MMA has helped some of the world’s largest brands understand the full value of advertising by providing a holistic, quantitative measure of its longer-term effects. This approach allows marketers to quantify the short-term impact of marketing investments on sales, link these
investments to movements in brand equities (awareness, intent, consideration, etc…), then quantify their impact on long-term ROI.

The result of this study is a management presentation that
provides a summary of results, insights and recommendations, including:

• Comprehensive ROI assessment (short-term and long-term).
• Understanding of the impact of marketing (TV, Print, Sponsor ships, etc..) and
   non-marketing drivers (economy, PR, competition, etc…) on sales.
• Identification of brand equity metrics that drive long-term sales benefits and    the most effective/efficient way to impact these metrics.
• Mapping diagram showing linkages between marketing and other factors with   consumer measures and sales.
• Summary of consumer metrics and trends.
• Perceptual mapping of the competitive landscape.
• Quantification of the recurring sales impact from improvements in brand    equity metrics.