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The Other Side of R.O.I.
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In general, on what basis should marketing R.O.I. be measured?
|
| Responses |
Number of
Responses |
Percentage |
| Incremental growth |
|
67 |
28.9% |
| Franchise health |
|
12 |
5.2% |
| Both |
|
119 |
51.3% |
| Neither |
|
6 |
2.6% |
| Other |
|
28 |
12.1% |
|
Total
|
232 |
|
|
|
|
|
|
In general, on what basis does your organization measure marketing R.O.I.?
|
| Responses |
Number of
Responses |
Percentage |
| Incremental growth |
|
125 |
54.3% |
| Franchise health |
|
11 |
4.8% |
| Both |
|
56 |
24.3% |
| Neither |
|
21 |
9.1% |
| Other |
|
17 |
7.4% |
|
Total
|
230 |
|
|
|
|
|
|
Typically, which of the following factors are included in the evaluation of marketing R.O.I. (pick as many as apply):
|
| Responses |
Number of
Responses |
Percentage |
| Media effectiveness |
|
115 |
15.0% |
| Sales lift |
|
216 |
28.2% |
| Recall/Awareness |
|
118 |
15.4% |
| Brand Image |
|
111 |
14.5% |
| Needs satisfaction |
|
38 |
5.0% |
| Emotional resonance |
|
47 |
6.1% |
| Behavior change |
|
102 |
13.3% |
| Other |
|
18 |
2.4% |
|
Total
|
765 |
|
|
|
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|
|
In most cases, is your marketing planning dominated by:
|
| Responses |
Number of
Responses |
Percentage |
| Budget process |
|
124 |
53.9% |
| Innovation process |
|
18 |
7.8% |
| Both |
|
76 |
33.0% |
| Neither |
|
4 |
1.7% |
| Other |
|
8 |
3.5% |
|
Total
|
230 |
|
|
|
|
|
|
Do you think that the current marketing industry focus on R.O.I. tends to inhibit innovation?
|
| Responses |
Number of
Responses |
Percentage |
| Yes |
|
85 |
36.6% |
| No |
|
40 |
17.2% |
| Sometimes |
|
87 |
37.5% |
| Maybe |
|
6 |
2.6% |
| Don't Know |
|
8 |
3.4% |
| Other |
|
6 |
2.6% |
|
Total
|
232 |
|
|
|
|
|
|
In the future, where do you think return-on-innovation will come from? (pick as many as apply)
|
| Responses |
Number of
Responses |
Percentage |
| Agencies |
|
101 |
27.7% |
| Consultants |
|
118 |
32.3% |
| Internal Resources |
|
107 |
29.3% |
| Other |
|
39 |
10.7% |
|
Total
|
365 |
|
|
|
|
|
|
Which brands do you think are getting the greatest return-on-innovation today, and why? (please try to think beyond the "usual suspects")
|
|
|
My company size in (US Retail topline revenues)
|
| Responses |
Number of
Responses |
Percentage |
| Less Than $500MM |
|
173 |
75.5% |
| $501MM - $999MM |
|
19 |
8.3% |
| $1B - $2B |
|
10 |
4.4% |
| $2B-$5B |
|
7 |
3.1% |
| $5B- $10B |
|
5 |
2.2% |
| $10B+ |
|
15 |
6.6% |
|
Total
|
229 |
|
|
| Responses |
Number of
Responses |
Percentage |
| Agency |
|
63 |
27.4% |
| Manufacturer |
|
31 |
13.5% |
| Service Industry |
|
23 |
10.0% |
| Consulting Firm |
|
37 |
16.1% |
| Marketing Services |
|
46 |
20.0% |
| Academia |
|
2 |
0.9% |
| Not-For-Profit |
|
7 |
3.0% |
| Other |
|
21 |
9.1% |
|
Total
|
230 |
|
|
|
|
|
|
Number of years in marketing:
|
| Responses |
Number of
Responses |
Percentage |
| More than 15 |
|
123 |
53.0% |
| Ten to 15 |
|
49 |
21.1% |
| Five to 10 |
|
33 |
14.2% |
| Fewer than 5 |
|
27 |
11.6% |
|
Total
|
232 |
|
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©2004 reveries.com |
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