Question

Topic: Student Questions

How To Measure Roi On Multi Channel Activity?

Posted by Anonymous on 2/28/2011 at 3:55 PM ET 250 Points
We are a group of MSc Marketing students at Oxford Brookes University working on a research project for an UK media consultancy company. The research objective for this project is analysing how companies from various industries (Automotive, Luxury, Hotel and Leisure, FMCG and Household Goods) are measuring ROI on their multi channel marketing activities. The aim of this research is to further define the most commonly used metrics companies use to measure marketing ROI.

How do companies go about measuring their multi channel marketing activities? Any thoughts?

Which are the metrics most commonly used in the sectors above?

How has the spent on the analysis of digital and traditional activities changed over the last five years? Numbers, percentages, trends, etc?
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  • Posted on 3/5/2011 at 2:43 PM Accepted
    You are not likely to get many companies to share their analytic results or practices with you, because they consider this kind of thing highly proprietary. And the more you seek specifics, the less likely they will be to cooperate with you.

    Your best bet would probably be to talk with a few consultants who are grounded in analytics, and ask them what their clients do in a general sense.

    What you'll probably find is that in some areas the companies are highly sophisticated and calculate ROI very carefully and frequently (e.g., search advertising); while in other areas -- mass media, for example -- the calculations are fuzzy or non-existent.

    What this is going to do is skew your results because some of your target industries utilize the hard-to-measure media more heavily than others.

    And the metrics will necessarily vary based on marketing objectives and the media in question. It's pretty hard to quantify an ROI for television advertising, for example, but not so hard for online advertising for an etail business.

    Sorry we can't help more, but the question you're researching doesn't lend itself to easy data-gathering, as I suspect you're starting to realize.
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