There are various analytical methods available today to gauge Advertising/Brand Performance but almost all of them provide ‘Soft Measures’ which help advertisers to know where they stand in terms of Share of Mind, Brand Awareness, Brand Perception etc. and to a large extent marketing communications’ efficacy has been measured on such soft terms.

However, top management today is asking marketers’ to provide accountable measures that can show-up marcom’s contribution on P&L rather than these soft measures. They want to know if US$ 2 Million is budgeted for advertisement to increase Awareness & Mind Share by 10%, what Impact this 10% brings to either top-line or bottom-line of the company’s financial statements.

Marketing spends figure in the top 3 cost drivers for a B2C firm and hence measurement of the financial contribution of ad spends is among the top priorities of senior management.  AdoRoi Econometric Marketing Modelling focuses on this key issue across a wide range of industry sectors.

AdoRoi Econometric Model Value Proposition

AdoRoi is a scalable econometric/marketing mix modelling solution which results into making of real-time “What-if” Simulation Scenarios that can accurately predict commercial outcome (Sales, Customers Acquired etc) from Advertiser’s Media & Creative planning. This helps clients to develop the most effective plans, achieve their brand objectives and utilize Advertising budget more effectively maximizing return per dollar spent.
AdoRoi ‘s approach to econometrics is heavily data driven and hence our USP is the quality of data and the extent and granularity to which we collect data in a structured format.
AdoRoi uses a unified communications platform to capture rich source of data spanning the whole gamut from Ad Source to prospect engagement/customer acquisition in a very structured format. AdoRoi further adds market research elements to this data and this entire data set is seamlessly input into our proprietary econometric model.
The intelligent use of technology and communication platforms enables AdoRoi to do this kind of analysis on a large scale in a cost effective manner.

Benefits to Marketers

• Econometric/market mix models for forecasting and predicting commercial contribution of each marketing activity including advertising stimulus to a high level of accuracy
• Predicting Sales Revenues by the region and period  to aid production and distribution planning
• Establish a common metric for Arbitrage & Cross Trading capabilities across media vehicles across different mediums
• Measuring and improving marketing effectiveness in terms of media and message optimization
• AdoRoi enables brand-consumer conversations and measurable interactions across all media vehicles over Integrated Marketing Communication (IMC) by placing trackable phone numbers, SMS Keywords, emails, web URLs in ads

AdoRoi provisions actionable reporting, as to which (offline / online) media or creative is more engaging, allowing advertisers to effectively calculate ROI of their Advertisement Spends based on actual sales accruals.

AdoRoi’s econometric marketing models help marketers answer complex questions such as the ones below

1. In my varied media-mix, which media vehicles give me the best ROI (in terms of sales, Customer Acquisitions etc)
2. Given a fixed advertisement budget, what sales will it generate?
3. If I do not advertise for the next 6 months in a particular geography, what is my potential loss/gain?
4. How much of the sales last season was due to non-marketing reasons?
5. How does the sales force effectiveness impact my marketing?
6. What was the long tail effect of a particular promotional campaign or activation?
7. Which products/services should I advertise in which target markets/geography? Which media vehicles should be used for advertising?

To know answers to such questions e-mail us on This e-mail address is being protected from spambots. You need JavaScript enabled to view it or please fill up the small form and one of our business development executives will immediately get in touch with you.