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Measuring Brand Communication ROI Contents About the Authors Acknowledgements Foreword Chapter One: Forces Driving New Measurement Needs A. Marketing and Communication: Art or Science? B. Brand Communication Defined C. The Impact of External Factors 1. Increased Information Management Technology 2. Increased Global Interest 3. Changing Consumers 4. Marketplace Power Shifts 5. Exploding Media Systems D. Impact of Internal Factors 1. Current Measurement Systems 2. Finite Versus Budgeted Resources 3. Value of Brands and Branding Chapter Two: Evolution of Contemporary Measurement Theories A. Mass Communication Development 1. Mass Media Reach 2. Development of Mass Communication Research 3. Attitudes, Opinions and Behavior 4. Modern Marketing Challenges B. Analytical, Attitudinal-Based Behavior Models C. The Roots of Advertising Measurement: Hierarchy of Effects Models 1. The DAGMAR Model 2. Other Measurement Models D. Marketplace Behavioral Data 1. Communication Impact 2. Advertising Naysayers ix xi xiii 1 4 5 8 8 8 8 10 11 12 12 13 15 17 17 18 19 19 21 22 24 26 28 30 31 32 Chapter Three: New Technology Changes The Measurement Rules A. Marketplace in Transition B. Marketing Revolution Through Digitalization C. Evolution and Revolution in Marketing and Communication 1. Historical Marketers 2. Current Marketers 3. Twenty-First Century Marketers D. Six Measurement Issues 1. From Outbound to Inbound 2. Integrated Brand Communication Measurement 3. Actual Marketplace Behaviors 4. Ongoing Measurement Needs 5. Individual and Household Measures 6. Financial Impact Considerations Chapter Four: What Do We Need to Measure? A. Logical Choices: Behavior and Financial Impact B. Results = Effectiveness C. Measuring Functional Activities D. Measurement Logic: Brand Contacts E. Income Flows and Customer Investments Chapter Five: The Importance of Internal Brand Communication A. The Value of Internal Communication B. Needed: Closed Loop Systems C. Adding Value to Internal Brand Communication D. ROI for Internal Marketing and Brand Communication E. The Concept of "Workplace MarketingTM" Chapter Six: Planning an External Brand Communication Measurement System A. Measurement Ingredients: Wants, Needs and Requirements 1. A Measurement Team and Internal Cooperation 2. Behavioral Databases 3. Closed-Loop Systems 4. Control or Knowledge of All External Brand Communication 5. Financial Details on the Product or Service 6. Organizational Commitment 7. Integrated Planning 33 33 36 37 37 39 40 42 43 43 44 44 45 45 47 48 50 52 53 54 57 58 62 65 65 67 71 71 71 72 74 76 76 78 78 B. The Five-Step Integrated Measurement Planning (FSIMP) Process 1. Step 1: Analysis and Evaluation of Customers and Prospects; Using a Behavioral Database 2. Step 2: Integrated Marketing, Financial Analysis and Planning Process 3. Step 3: Integrated Communication Planning Process 4. Step 4: Spreadsheet Approach to Measuring Returnon-Customer-Investment 5. Step 5: Budgeting and Allocation Chapter Seven: Dealing With the Time Frame Measurement Issue A. The Basic Issue: Communication or Finance B. The Historical Bugaboo: Brand Communication Time Frames C. A Simple Solution D. Separating Brand Communication into Business-Building and Brand-Building 79 80 83 88 92 95 97 97 99 100 102 Chapter Eight: Separating Business-Building from Brand-Building Communication 107 A. A Brief Review of Current Brand Communication Budgeting and Allocation Models B. Identifying and Isolating Business-Building Communication Investment C. Brand-Building Communication Investment D. Measuring Customer Loyalty and Retention E. But Can We Really Value Brand Communication in These Ways? F. Turning the Brand into a Corporate Asset Chapter Nine: The Spreadsheet Approach to Measuring or Estimating the Return on Business-Building Brand Communication Programs A. The Basic Concept B. Working Through the Return-on-Investment Spreadsheet: Consumer Product Goods Example C. What Is a Good and What Is a Bad ROI? 110 111 115 119 120 121 123 124 131 141 Chapter Ten: Measuring the Return-on-Investment of Brand-Building Communication Programs A. Measuring the Value of Brand-Building Communication Investment B. The Conceptual Model of Brand-Building Communication Investment C. A Real-World Approach to Brand Valuation: Customer-Brand Value Chapter Eleven: Putting It All Together A. Measuring C-BV: A Case Study B. Extending the C-BV Analysis C. Using Customer-Brand Value to Drive Investment Strategies Chapter Twelve: Global Implications for Measuring the Return-on-BrandCommunication-Investment A. Why This Brand Communication Measurement Approach Has "Legs" 1. Process Approach 2. Using Income Flows 3. Based on Behaviors, Not Attitudes 4. Based on Closed-Loop 5. Global Customers B. Where Do We Go From Here? End Notes Index 143 144 145 149 153 153 158 159 163 164 164 165 166 166 167 167 169 175