Tag: ROI
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Communication & Creative ROI
Creativity separates brands from commodities. But creativity alone isn’t enough because today’s brands run ecosystems: Instagram stories, influencer clips, connected TV spots, and more. Each touchpoint shapes how consumers experience the brand. If those pieces aren’t coordinated, the result isn’t synergy. 𝘐𝘵’𝘴 𝘴𝘵𝘢𝘵𝘪𝘤. That’s where measurement comes in. Not to reduce creativity to a scorecard.…
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Communication and Creative ROI
The best creative does more than stand out. It moves the brand forward. Creative is the dividing line between brands and commodities. Creativity needs measurement that respects craft without reducing it to vanity metrics. 𝗕𝗿𝗮𝗻𝗱 𝗔𝗱𝘃𝗮𝗻𝘁𝗮𝗴𝗲 assesses communication at two levels: 1️⃣ 𝗧𝗵𝗲 𝗮𝘀𝘀𝗲𝘁 𝗹𝗲𝘃𝗲𝗹 (does this ad, idea, or execution move the right driver…
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Persuadables Have The Highest ROI
➟ Political campaigns aren’t the only ones targeting Persuadables. ➟ Just like election teams focus on persuadable voters, brands should zero in on persuadable consumers. • In marketing, targeting those on the fence or open to your brand delivers the highest ROI. These consumers are more likely to respond to your message and give…
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| Video Blog | Why MSW’s Creative Effectiveness Score Is Different
In today’s competitive market, data-driven insights make all the difference. At MSW Research, our AI Creative Effectiveness Score is a game-changer in the advertising research industry. Here’s why: 1️⃣ : Our score is designed to drive more sales, volume, and market share, delivering a higher ROI from your marketing budget. 2️⃣ – : We’ve trained…
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| Video Blog | Who are The Persuadables℠?
The Persuadables are your golden ticket to maximizing advertising ROI. These are the consumers already inclined to choose your brand, making them highly responsive to advertising efforts and delivering exceptional returns. At MSW Research, we’ve honed in on this crucial consumer segment, recognizing its pivotal role in driving brand success. Efficient targeting isn’t about reaching…
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The “5 CMO Objectives” According to the AMA / Deloitte and How MSW Addresses Each
The 26th edition of the annual CMO survey conducted in February 2021 for the American Marketing Association by Deloitte, identified that the importance of Marketing had increased during the pandemic. CMOs said that they were focused on brand building and reported 5 specific “Objectives”. MSW Research directly addresses each of these “5 CMO Objectives” with…
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Assessing the Utility of MSW’s Insight Rabbit Copy Testing Scores in Predictive Analytics: A Validation Case Study
Copy testing has been utilized by advertisers for decades to assess the quality of advertising copy. MSW’s TouchPoint™ copy testing system has been extensively validated, showing that test results on key metrics are predictive of subsequent sales results from airing the tested advertising. A partnership between MSW and predictive marketing analytics firm Keen set out…
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Do you measure your ads against norms? It’s time to count customers instead!
It is relatively standard in advertising research to compare the test ads to norms, prior results, and experience. And this is a significant limitation. Even the very best normative databases are flawed. In fact, there’s nothing “normative” about them at all. They lack sufficient representation of all the brands in a category, tend to over-represent…
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MASB’s Game Changing Brand Investment and Valuation Project – Part IV
In parts I, II, and III of this blog series we discussed the added benefits and technical details of incorporating brand preference throughout the brand building process. During this time we have received numerous requests for more details with the most common being of the form, “Are brand preferences important for my category?” Typically this…
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MASB’s Game Changing Brand Investment and Valuation Project – Part I
How much is my brand worth in financial terms? How much will my marketing grow its value? Despite their seeming simplicity, these two questions have frustrated brand practitioners for decades. It is well accepted that there is a link between brand building activities and corporate profits. After all, the entire field of marketing is based…