In addition to marketing attribution models, the second dimension of marketing campaign ROI is the ‘message of the campaign’. Effective messaging that resonates with consumer needs is critical.
An effective approach is to perform ‘drivers analysis’, on customer-level survey data, to identify the drivers of customer satisfaction or overall equity. This approach identifies what product benefits consumers look for from a brand, quantifies the impact of each benefit on equity, and identifies the top benefits that matter most to consumers when they pick a brand.
This approach provides guidance to build effective communication and positioning strategies. It helps align product offerings with consumer needs and explore opportunities for new product introductions and filling the innovation pipeline.
This helps brands:
- Influence customer perception through effective communication and positioning strategies and alignment of product portfolio with customer needs
- Attract consumers from other brands and drive premiumization