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Marketing Investments

Marketing ROI or return on investment is simply the ratio of the returns or outcomes generated by the brand or business to the investment made. It helps in analyzing the effectiveness of marketing campaigns and determine how much revenue or non-revenue objectives like brand equity is generated from a particular campaign. Check Decrypt’s marketing RoI assessment tool here

Market research or consumer insights can help dive deep into data on customer behaviors, preferences, and engagement, and understand how different marketing efforts individually or collectively contribute to revenue or non-revenue factors like brand equity, perception or awareness

Multi-touch attribution models focus on evaluating the impact of each critical consumer touchpoint in the consumer purchase journey. This helps us understand how each channel contributes to RoI and evaluate key bottlenecks and address them. Check Decrypt’s RoI solution suite here.

For goals like brand awareness or audience engagement, consumer insights or research companies use proxy metrics like reach on media including social & digital media, impressions, views, clicks to assess success. Decrypt brings expertise in measuring RoI for both revenue and non-revenue objectives.

Advanced tools like AI and predictive analytics analyze large datasets, provide real-time insights, and simulate the likely impact of future campaigns. Having said that technology is an enabler and the true value lies in the approach taken by your market research partner. Check how Decrypt’s unique approach gives you a leg-up in measuring RoI

Propensity measurement is a statistical estimation of the probability or likelihood that a certain consumer segment will adopt, purchase or use a particular product or service

Propensity measurement is critical to not only introduce new products but also for product bunding, service bundling, cross-selling. It also helps business zero in on the ideal customer set, prioritize market segments and allocate resources to maximize adoption.

High-quality data improves accuracy in predictions, while poor or inconsistent data may lead to unreliable insights.

Market research evaluates audience preferences, behavior, and engagement on different channels, helping businesses allocate resources to the most effective platforms.

Cross-channel research identifies how audiences interact across platforms, enabling businesses to create cohesive campaigns that leverage multiple channels effectively

Media mix focuses on the channels used to reach audiences, while marketing mix modeling assesses the effectiveness of all marketing strategies, including media, pricing, and product features.

By identifying high-performing tactics and optimizing budget allocations, MMM enables businesses to focus on strategies that drive the best results.

AI improves accuracy by analyzing large datasets, identifying hidden patterns, and providing real-time insights for campaign adjustments.

MMM integrates variables such as economic conditions, seasonality, competitor activity, or market disruptions into its analysis to ensure more accurate predictions.

MMM incorporates metrics like impressions, clicks, cost-per-click (CPC), and conversion rates to analyze digital channels alongside traditional ones