Calculation of marketing ROI in marketing mix models, from ROMI, to marketing-created value for shareholders, EVAM
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| Format: | Artículo científico |
| Sprache: | es |
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Portal Universia S.A.
2016
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| _version_ | 1876476158719033344 |
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| author | Mariano Méndez Suárez |
| author_facet | Mariano Méndez Suárez |
| contents | Calculation of marketing ROI in marketing mix models, from ROMI, to marketing-created value for shareholders, EVAM Mariano Méndez Suárez Macarena Estevez Administración y Contabilidad Marketing Mix modeling Modeling Advertising Effectiveness return on marketing investment (ROMI) economic value added of Marketing EVAM In this paper we explain using a real example of a fast consumer good the construction of a Marketing Mix model for calculating the return on marketing investment (ROMI) as a metric of profitability and the calculation of economic value added of marketing (EVAM) as a metric of shareholders value creation. We propose a novel approach for estimating the coefficient λ of the Adstock model using impulse response functions. We measure the return of short-term advertising and its combination with long-term using as a variable brand awareness measured with a tracking throughout the entire period analyzed. The result of the analysis indicates that short-term advertising has a negative return which happens to be very positive when we consider the combined effect with brand awareness. 2016 artículo científico 1698-5117 https://www.redalyc.org/articulo.oa?id=43348820001 es http://www.redalyc.org/revista.oa?id=433 Universia Business Review application/pdf Portal Universia S.A. Universia Business Review (España) Num.52 |
| format | Artículo científico |
| id | redalyc_43348820001 |
| institution | Redalyc |
| language | es |
| publishDate | 2016 |
| publisher | Portal Universia S.A. |
| spellingShingle | Calculation of marketing ROI in marketing mix models, from ROMI, to marketing-created value for shareholders, EVAM Mariano Méndez Suárez Administración y Contabilidad Marketing Mix modeling Modeling Advertising Effectiveness return on marketing investment (ROMI) economic value added of Marketing EVAM Calculation of marketing ROI in marketing mix models, from ROMI, to marketing-created value for shareholders, EVAM Mariano Méndez Suárez Macarena Estevez Administración y Contabilidad Marketing Mix modeling Modeling Advertising Effectiveness return on marketing investment (ROMI) economic value added of Marketing EVAM In this paper we explain using a real example of a fast consumer good the construction of a Marketing Mix model for calculating the return on marketing investment (ROMI) as a metric of profitability and the calculation of economic value added of marketing (EVAM) as a metric of shareholders value creation. We propose a novel approach for estimating the coefficient λ of the Adstock model using impulse response functions. We measure the return of short-term advertising and its combination with long-term using as a variable brand awareness measured with a tracking throughout the entire period analyzed. The result of the analysis indicates that short-term advertising has a negative return which happens to be very positive when we consider the combined effect with brand awareness. 2016 artículo científico 1698-5117 https://www.redalyc.org/articulo.oa?id=43348820001 es http://www.redalyc.org/revista.oa?id=433 Universia Business Review application/pdf Portal Universia S.A. Universia Business Review (España) Num.52 |
| title | Calculation of marketing ROI in marketing mix models, from ROMI, to marketing-created value for shareholders, EVAM |
| topic | Administración y Contabilidad Marketing Mix modeling Modeling Advertising Effectiveness return on marketing investment (ROMI) economic value added of Marketing EVAM |
| url | https://www.redalyc.org/articulo.oa?id=43348820001 |