Economics and Administrative Sciences
ROMIDASHBOARD - Measuring and Improving Return on Marketing
Investment with actionable dashboards: Which marketing actions
yield most returns in fast moving economies?
ABSTRACT
Driving profitable growth is the No.1 priority of companies and their leaders across the world. While many look to marketing
as a prime responsible for creating and sustaining that growth, they are often disappointed in the ability of marketing
managers to deliver on the promise. Faced with increased pressure from demanding customers, powerful channel partners
and activist shareholders, companies need to measure the return on their marketing investments (ROMI) so that they can
make informed decisions to achieve their business objectives. In particular, the development of econometric marketing mix
models enables organizations to achieve competitive advantage and increase profitability through ROMI based marketing.
Recently, organizations have began to summarize ROMI insights into marketing “dashboards”, with 40% of large US and
UK companies report substantial efforts in this area. Unfortunately, current dashboards often fail to live up to their promises
because they simply identify performance metrics and offer descriptive data on their progress: they do not establish
empirical relations among the metrics, perform forecasting and what-if analysis and link them to financial consequences.
This research proposal sets out to do just that for both mature and fast moving European markets.
The research objectives are:
1) to empirically model how marketing actions (such as new product launch, (re)branding, pricing, adding new channels and
communication activities) drive firm top-line and bottom-line financial performance;
Prof. Dr.
Koen H. Pauwels
DEPARTMENT
Economics and
Administrative Sciences
CONTACT
[email protected]
FUNDING SCHEME
EC - Marie Curie International
Reintegration Grants
3) to compare and contrast the calculated return on marketing investment in fast-moving economies versus mature markets
in Europe and the US. These insights will derive models, dashboards and case studies, and be communicated through both
an academic paper and a practitioner-oriented book.
2009 International Grants
2) to develop new dashboard tools based on this model to aid policy makers in organizations improve their return on
marketing investment;
START DATE
01.06.2009
DURATION
48 months
OZU BUDGET
100.000,00 EUR
44