Using investment-based techniques to prove the ‘bottom line’ value of research and give CEOs what they want

Vicki Tanner

CEOs and market researchers talk a different language. CEOs talk in terms of results – the bottom line, the share price, key financial ratios.
  

Using investment-based techniques to prove the 'bottom line' value of research and give CEOs what they want

Vicki TannerMaitland Tanner & Associates Pty Ltd

During the recession of the early 1990s the author presided over a research department for a major international financial institution. Despite the cutbacks and write-offs in all departments, the research budget was increased by 500% in one year and the advertising budget increased by $10 million,1or 40%. The turning-point was a brief paper for the managing director outlining the advertising return on investment (ROI) in the mortgage market – the company's...

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