Measuring Brand Marketing’s ROI

The Challenge with Brand Marketing

Marketers reported that nearly 30% of their marketing budget is allocated to online/digital channels, with 50% of that for brand efforts impacting SOV/SOM (VisionEdge Marketing). Yet despite clear investment in the brand and ample evidence of the impact of brand-focused marketing, CMOs still face difficulties in measuring and reporting its impacts internally. In our client work, we have found brand equity drives long-run impact on demand. These measures aren’t “intermediate” in nature, and the link between brand spend and performance can however be slow. But still, Marketers that arm themselves with tools to correctly measure the impact of upper-funnel brand investments see clear ROI.

How MarketBridge Measured Brand Impact on Demand

MarketBridge worked with an enterprise streaming services business to solve how marketing performance, new listener activity, and listener retention are impacted by “upper funnel” brand investments. By integrating attitudinal measures on awareness, consideration, affinity, and willingness to recommend, with the business’s own multi-touch attribution (MTA) and media mix models (MMM), we both justified and quantified the impact of brand spending.