Quantifies the contribution of advertising to brand success and determines the return on investment

The success of a brand can be measured using objective Key Performance Indicators (KPI). Such KPI vary by industry and brand. Possible factors are: sales, customer traffic, orders, order value, customer enquiries or acquisition of new customers. KPI Modeling identifies which factors have a significant influence on the success of a brand. Marketing factors, such as distribution, price, promotion or advertising as well as external factors that marketing has no impact on (weather, holidays) are analysed. The contribution of advertising is quantified, evaluated in relation to costs so that the Return on Investment can be calculated. The KPI Modeling provides useful indications to the strategic media selection and optimisation of campaigns.