Implementing the ‘connect the dots’ approach to marketing communication

Scott Bailey, Bill Cole and Don E Schultz

Measurement of the impact and effects of advertising and other forms of marketing communication have been long-time goals of most marketing organisations.

Implementing The 'Connect The Dots' Approach To Marketing Communication

Don E. Schultz Northwestern UniversityBill Cole TargetbaseScott Bailey Targetbase

INTRODUCTION

In 1998, Hayman and Schultz presented a concept at the Advertising Research Foundation 'Week of Workshops' conference which they called 'Connecting the Dots: From ROI to ROBI to ROCI Measuring the Returns on Marketing and Communication Investments' (Hayman & Schultz 1999). In that presentation (which appeared in the proceedings of the meeting but has...

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