Measure ROI (Return on Investment)

Predict and Measure ROI Performance of Co-Marketing Efforts

Overview:

A global technology company sought to measure the efficacy of recent brand partnerships and co-marketing efforts. Specifically, it wanted to assess the impact of co-marketing on customer perception and willingness to purchase. Additionally, our client sought the ability to simulate the impact of potential future co-marketing efforts with speculative partners.

Challenge

Evaluate the performance of co-marketing to promote both brands by measuring the impact of past brand partnerships on key metrics. Model the independent value and combined benefit of partnerships to measure ROI and determine the effectiveness of past and potential partnerships.

Approach

Quantitative study across eight global markets using a mixture of choice-based-conjoint experimentation and direct questioning. Brands were evaluated on independent brand metrics and conjoined testing of our client brand (and primary competitors) with the past and potential partner brands to measure ROI and determine overall fit and lift, or benefit, to both brands.

Outcome

The results determined the performance of each brand and provided a score card for each co-marketing effort, identifying the most rewarding partnerships for maximum lift. This model for calculating the ROI of partnerships was adopted across the entire organization to assess the viability of future engagements. Having the ability to predict the performance of the partnership for both brands has proved to be a powerful tool in negotiations with potential partners.