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...