We work with clients to prioritize their marketing spend across geographies and products, define the right messages for their customers, and find the optimal mix of vehicles among today’s wide variety of media types.

• Better MROI starts with better objectives that are based in the consumer decision journey (CDJ). Brand messaging is one of the most important determinants of MROI success. Marketing-mix analytics that don’t make sense to the end business user are useless. Marketing-mix models should be informed by industry knowledge, built with transparent assumptions, and delivered in a way that makes sense intuitively to the business user.
• Future potential is a critical input. Spend should be biased toward future growth, and not just optimized based on past performance. Ultimately, driving marketing spend effectiveness comes down to capabilities, processes, and talent. Invest in your organization (not just your data) to build and sustain excellence in MROI.