Return On Marketing Investment (ROMI)

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Return On Marketing Investment (ROMI)

• Robert Cheaney
• Mary Grace DeForest
• Oscar de la Vega

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What is ROMI?
Objectives Marketing Requirements
Algorithm Implementation Assumptions
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Overall objectives
Objectives Marketing Requirements
Algorithm Implementation Assumptions
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General Advertising Schemes
Objectives Marketing Requirements
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Marketing Distribution Average
Objectives Marketing Requirements
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Types of Marketing Strategies

• Direct Population Marketing
• Web Marketing and Internet Advertising
• Non-Traditional Advertising
• Brand Advertising

Objectives Marketing Requirements
Algorithm Implementation Assumptions
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Direct Marketing
Objectives Marketing Requirements
Algorithm Implementation Assumptions
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Offline Advertising

• Targets specific sections of populations
• Diversifies the market

Objectives Marketing Requirements
Algorithm Implementation Assumptions
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Online Advertising

• Website Pop-up Promotions
• Direct Link Coupons
• Links from Related Products Sites
• Order of Appearance for Search Engines

Objectives Marketing Requirements
Algorithm Implementation Assumptions
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PR/AR
Objectives Marketing Requirements
Algorithm Implementation Assumptions
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Non-traditional Marketing

• Text Messaging
• Promotion through News Feeds
• Personal Promotion through Blogs
• Increased Marketing due to Seasonal Situations

Objectives Marketing Requirements
Algorithm Implementation Assumptions
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Who should use ROMI?
Objectives Marketing Requirements
Algorithm Implementation Assumptions
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ROMI Estimated Gain
Objectives Marketing Requirements
Algorithm Implementation Assumptions
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Business Requirements
Objectives Marketing Requirements
Algorithm Implementation Assumptions
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Decision Distribution
Objectives Marketing Requirements
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Results
Objectives Marketing Requirements
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Business Actions
Objectives Marketing Requirements
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Region Differentiation
Objectives Marketing Requirements
Algorithm Implementation Assumptions
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Real World Application
Objectives Marketing Requirements
Algorithm Implementation Assumptions
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Brand

• Convey a consistent and focused message
• Create customer desire to purchase
• Excludes the long-term brand building value

Objectives Marketing Requirements
Algorithm Implementation Assumptions
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Brand Advertising

• Brand Start-up Costs
• Letterhead
• Logo Labeling/Broadcasting
• Promotional Items

Objectives Marketing Requirements
Algorithm Implementation Assumptions
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Website Costs

• Website Updates
• Online Ordering Costs
• Ordering scheme/credit card implementation

Objectives Marketing Requirements
Algorithm Implementation Assumptions
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Sales Collateral

• Overhead costs related to business advertising
• Storage Costs
• Assets owned by company that must be replaced
  when change occurs
• Letterhead
• Excess Promotional Stock
• Company Name Items

Objectives Marketing Requirements
Algorithm Implementation Assumptions
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Questions?
Objectives Marketing Requirements
Algorithm Implementation Assumptions
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