TROI: one holistic approach revealing multiple new insights

Fiona Blades and Kathryn Parsons

Any marketer grappling with the complexities of understanding how a multi-media campaign is performing and looking for new insights to drive campaign planning will find this paper of relevance.

TROI: one holistic approach revealing multiple new insights

Fiona BladesMESH Planning, United Kingdom

Kathryn ParsonsOgilvy Advertising, United Kingdom

INTRODUCTION

If you come up with a new application you don't always know where it will take you. When the mobile phone industry came up with SMS it was seen as a useful business tool for businessmen to convey short messages to each other – “I'm running a bit late for the meeting. Due to arrive at 10.40am”. No one expected it to become such an integral part of flirting and dating. Now, 10% of people aged over 16 years...

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