ROMI begins with greater visibility into marketing spend and out-bound campaign performance, but must rapidly assess the marginal contribution of an increasingly diverse set of media and channel options to overall ROI – namely, customer value, lead pipeline, and revenue growth.

As the CMO’s domain links upstream into product marketing and downstream into sales conversion, the ROMI question expands to geographic and segment investment allocation, and on a more targeted manner, the effects of specific media intensity, messaging formats, offer types, and price levels.

MarketBridge’s Marketing Sciences team is employing a number of advanced ROMI models with today’s global companies to help them empirically measure and predict marketing’s effects on customer attitudes and behaviors, corporate brand spend on pipeline volume and velocity, and marketing’s overall investment levels needed to drive specific business unit and geographic revenue targets.