Engagement as a behavioral and sales-correlated ROI proxy

This paper presents a cross-media, integrated engagement ROI evaluation process that can be applied to any brand and combination of media platforms for any product or service.

Engagement as a behavioral and sales-correlated ROI proxy

Charles Kennedy,Justin Z. Fromm,ABC TV NetworkRobert PassikoffBrand Keys

Abstract

Media proliferation, new technologies, consumer media sophistication and new consumption patterns are forcing marketers to re-think not only traditional models of audience measurement, but alternative Return-On-lnvestment (ROI) metrics as well.

Nowhere is this truer than in the area of integrated media planning and cross-media consumption. This paper presents a cross-media, integrated engagement ROI evaluation process that can be applied to any brand and combination of media platforms for any product or service.

Using a series of in-market...

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