Marketing Mix ROI


“Half the money I spend on advertising is wasted; the trouble is I don't know which half.” – John Wanamaker.

Top decision makers have been struggling to clearly identify which part of sales is due to traditional business (base component) and which can be related to marketing investments (incremental component).
On a wider perspective, measuring the impact of each Marketing activity on internal KPIs (sales, marketing, logistics, etc.) is not an easy task.

This service is focused on measuring the individual contribution of each Marketing investment in a set of internal KPIs. It will also define a forecasting model to predict the return of each investment in future Marketing budget allocations.

Project deliverables

  • Project report detailing conclusions and results;
  • ROI forecasting model to Marketing investments.