The Kellogg Co. believes that "agile ROI" – a rapid, flexible approach to measuring return on investment (ROI) – can help its brands generate the maximum benefits from their marketing spend.
And Jeff Doud, Director/Marketplace Analytics at Kellogg, suggested this strategy draws on a test-and-learn philosophy: Advertising messages are delivered in close-to-real time, but the lessons from those quick-time placements have longer-term implications.
"The logic is simple: You find out what's working [and] what's not working; you reallocate your information, or you reallocate your investment, to what's working more quickly; and you build at a higher pace," he explained at...