A blueprint for insight ROI: if we can write them down, we can measure them

Mark Kingsbury

Identifying return on investment (ROI) has become increasingly important in the last few years, and as a process can actually help marketers in a number of ways, including making organisations more consumer-centric, demonstrating the commercial value of insights work, and by focusing efforts on the areas where marketers can make the most difference.

A blueprint for insight ROI: if we can write them down, we can measure them

Mark KingsburyBootstrap Insights

SUMMARY

An insight framework can demystify the nature of an insight in the same way as brand models have exposed the thinking and the processes involved in brand building. The ability to express an insight within a consistent framework is central to measuring return on investment in insight.

Whether the motivation for looking at ROI in insight is to make an organisation more consumer-centric or to (simply) demonstrate to others the commercial value of insights work, a framework that makes transparent...

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