A financial services company had embarked on a bold and expensive advertising campaign. Wondering if the expense was justified, the company’s Board of Directors needed to know what the return on investment they were getting from this new effort. Knowing that metrics, measured on a regular basis, were needed to show what impact the branding campaign was having on the bottom line, the company’s Vice President of Marketing reached out to Globalise for assistance.
Globalise provided a CMO-level manager with extensive financial services industry experience. An excellent fit for the role, the manager also had vast experience in the measurement of campaign effectiveness. Our talented manager was engaged to evaluate the marketing strategy and create an ROI model that would allow information to be presented in relevant terms to the Board.
Our manager evaluated the research and measurement methodologies related to the company’s current marketing activities. The result was a comprehensive analysis with concrete recommendations for improving measurement activities. In addition, our manager developed an ROI model or “dashboard” of metrics. This included a new customer lifetime value model for evaluating and communicating the impact of this campaign and future marketing investments.