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MROI

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by

Alexandra Dzhuras

on 14 July 2016

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Transcript of MROI

MROI
% or $ ?
or NPV?
short term ROI
long term ROI
%
brand preference
need to understand the impact on sales
1 ppt increase in brand preference increases volume market share by 0.4-0.5ppts in the long run; on average, limited data
1-3 months
purchase
trial
replacement
replacement with
less lapsed users
%?
replacement with
less lapsed users
12 months
+
double counting?
continuity
campaigns
distribution 90%
superior product performance
(shelf dominance)
aided awareness >65%
double jeopardy law
0.36
0.74
scale x 18
quality of creative x 12
BMC x 5
So what?
unaided awareness >30%
A&P (SoV >SoM)
message resonance & discrimination
Big is beautiful!
KPI or
behaviour?
Full transcript