Measurement of Advertising ROI for Consumer Packaged Goods Brands
Bill LombardiAnalytic Insights Group Information Resources, Inc.
In the book, 'The Art of War' by Sun Tsu, the author describes that a strategist's keys to victory are based on his or her estimates prior to going to battle. 'With many calculations, one can win; with few, one cannot. How much less chance of victory has one who makes none at all!' Translated to present day advertising strategy, I take this to mean: run the numbers, track key performance indicators, establish benchmarks, and develop contingency plans. Well, maybe it's not...