Measuring Campaign ROI in a Multi-media World

Measuring the bottom-line sales impacts of communications/advertising is not a challenge to be taken lightly.

In fact, it is something that Longwoods International has been tackling for decades, culminating in the introduction of our unique, award-winning accountability method in 1991 - Longwoods R.O.EYE™. Since then, our method for quantifying the "totality" of a brand's marketing communications activity on incremental sales has been embraced by leading global marketing organizations in both the private and public sectors, critically evaluated by economists and academics, and has received numerous awards for best practices from industry associations.

At Longwoods, we deliver a more inclusive, explanatory, single-source, consumer-centric method for measuring and optimizing campaign ROI. Our dynamic, cross-media measures of traditional and holistic campaigns provide a true measure of "engagement" leading to unparalleled diagnostics reflecting the interaction of media and creative that has led to exponential client growth in campaign-generated sales and profits, year after year.

Unlike most research firms, we're a consulting-based organization and pride ourselves on being innovators. We're not limited to the status quo, but always trying to go deeper in pursuit of solving the toughest client challenges. Our approaches illuminate drivers that support deeper analyses, thus providing a holistic perspective on what's working, what's not and what can be done to enhance future campaign impacts on sales. Our analyses are dynamic, and we respond to the data utilizing a broad and deep toolbox of techniques to explore the very different and multiple levels/dimensions necessary to provide the insights you and your client seek.

It is for these reasons that leading consumer products companies, automotive manufacturers, financial institutions, pharmaceutical companies, appliance manufacturers, retailers, and others are gravitating in increasing numbers to the Longwoods R.O.EYE™ method.

In summary, the Longwoods R.O.EYE™ method offers:

• Consistent cross-media "engagement" measures that reflect the interaction of both media and creative.
• A credible, defensible measure of "incremental" bottom-line campaign sales impacts/ROI.
• Unparalleled campaign diagnostics on image, channel, market, medium and message impacts.
• Insights into which communication elements or combinations are contributing to shifts in brand health, preference and incremental behavior.
• An enriched portrait of "campaign-influenced behavior" through respondent level psychographics, thus providing more precise downstream segmentation, media selection (channel, content and context), and messaging prioritization.

Although other research techniques can measure communications awareness, brand imagery and intent to purchase, only the Longwoods R.O.EYE™ method can provide a truly "holistic" measure of traditional or multi-channel marketing-communication activities including, but not limited to those with advertising, POS, on-line, in-store merchandising, product placement, promotions, sponsorships, contests, etc. at the brand and campaign level, and if desired, down to the individual creative unit.

We're also proud to say that we recently received the MRIA "Integration Award" recognizing excellence in combining database and survey research to quantify the incremental sales impact/ROI of multi-channel marketing campaigns on customer profitability adding yet another prestigious peer award to our 14-year track record in ROI measurement.

History of the Longwoods R.O.EYE™ method:

In 1991, Longwoods International pioneered the development of a conservative methodology for measuring the return on investment of marketing programs. Since then, we have continually tested and refined the Longwoods R.O.EYE™ model to ensure that our numbers reflect what's happening in the marketplace. By quantifying the incremental impacts of our clients' marketing/communications campaigns (ROI), we provide the information clients need to justify their budgets, refine and retool tactical marketing programs, optimize spending, and quantify the agency's contribution to building their business.

"The Longwoods R.O.EYE™ method can give you the incremental bottom-line impacts that can drive future optimization of spend and brand health."

The breakthrough for Longwoods came from our work in the travel industry when Longwoods' founder and chairman, Dr. Bill Siegel was invited to join a task force of research professionals commissioned jointly by the U.S. Department of Commerce and the Travel & Tourism Research Association to investigate the conversion approach, and to set standards and guidelines for campaign evaluation. This experience was seminal to the development of the Longwoods R.O.EYE™ model.

It all comes down to one word: credibility

Over the past 14 years, Longwoods has tested and refined its model with hundreds of studies and many millions of research dollars. We have seen what happens with increased vs. reduced marketing budgets, great vs. poor creative, economic booms vs. recessions, public relations successes vs. disasters, and the results all make sense. The Longwoods R.O.EYE™ method successfully separates the impact of one's marketing/communications program from other factors that operate in the marketplace, many of which may have a larger influence on sales and brand health.