ROI Assessment
We assist marketers in analyzing their return on media investment by offering a unique approach that accounts for changes in market level dynamics and consumer segmentation, and provides in-market simulations.
In today’s economy, HCD Research recognizes that measuring the return on marketing investment (ROMI) is an essential part of a marketer’s strategic objectives. With budgets shrinking and new communication platforms emerging, a holistic measurement approach is required for determining the optimal marketing mix, and monitoring the effectiveness of in-market advertising campaigns.
HCD Research uses state-of-the-art research techniques to measure an advertising campaign or series of campaigns. We conduct respondent-level data analysis to understand ROMI with regard to heterogeneous responses, external forces and the influential momentum of a brand as a result of social media exposure.
We develop robust databases that are populated with various data elements including exposure, econometric models, weather, time and geography. Using these databases, we can determine the impact of different marketing investments, whether in isolation or synergistically.
We use advanced methods, such as complex adaptive systems to simulate emergent behaviors and conduct scenario planning while a campaign is in-market. For example, marketers can conduct “what if” scenarios, such as shifting advertising dollars from TV to digital marketing, or even more granularly, to on-line video in order to optimize their return on marketing investment.