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Factfile 47

Understanding how ROMI works

The Henley Centre has developed a proprietary consultancy tool called Return on Marketing Investment (ROMI) which blends the hard and ?soft? data that is needed to truly understand the impact of marketing messages.

ROMI enables you to assess the impact of marketing and advertising spend not only on the value of the brand itself but also on sales. ROMI can be used to:

• Quantify the marketing contribution to overall business profitability.
  
  
• Measure the relative effectiveness of each distribution and media channel.
  
  
• Align future marketing communications strategy with business strategy.
  
  
• Understand which categories of consumer spend offer the most potential and are most resilient to an economic slowdown or downturn?
  
  

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