Abstract:

This paper examines the reasons why finding a robust and continuous measure of the value of marketing investment within a business remains an elusive topic. Terms such as return on marketing investment, brand value and intellectual assets are frequently bandied in board room conversations, yet rarely addressed satisfactorily or consistently by the market research industry. This paper highlights the barriers to measuring the financial contribution of marketing investment and proposes a new approach designed to address the deficits currently associated with return on marketing investment analysis. From this paper, the audience will receive a fresh and objective perspective on understanding marketing contribution, making better marketing decisions as well as a set of tools they can implement immediately to address unmet needs in this area.