Desperately seeking ROI - a framework for marketing optimisation and accountability

William Siegel and Raymond Pettit

The importance of accurately assessing the impact of marketing, advertising, and communications efforts is evident to today’s marketer.

Desperately seeking ROI – a framework for marketing optimisation and accountability

William SiegelLongwoods International, Canada

Raymond PettitLongwoods International, United States

PREFACE

It is safe to say that the effective evaluation of marketing's impact on sales is as much an integration of research tools and methods as it is an outcome of marketing strategies. In fact, measurement approaches can, and probably should, start from the perspective of marketing strategy (i.e., the client's needs, challenges, and goals), rather than from the perspective of research technique, as it so often does.

In the end, marketing, communications, and advertising have both emotional...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands