RETURN ON INVESTMENT MODELLING
Intuita led the development and deployment of a multi-market, multi-brand return on marketing investment (ROMI) framework.
Over a period of 2 years we have provided leadership and strategic direction of the project, bringing together data developers, analysts and econometrics experts from across the client’s business and external partners.
This complex cross-market and cross-country initiative has seen us develop a comprehensive, highly predictive return on marketing investment framework The project has built out sophisticated models to enable our client to determine the effectiveness of marketing spend across all channels (TV, promotions and digital channels) and recommend optimised budgets for future months and years.
The ROMI modelling is enhanced with budget optimisation toolkits, alongside an engagement framework, to ensure that regional teams were successfully engaged with and had a structured approach to exploiting ROMI and measuring its effectiveness.
The project has had a substantial impact on the client, transforming the way marketing spend is analysed and building a broader awareness of the importance of analytics in this area. ROMI now provides clear measurement and deep dive analytics to highlight areas of opportunity and risks in different markets. The client can now use the capabilities delivered to optimise marketing spend and improve ROI across the many areas involved