Marketing Spend Optimization (MSOTM)

Measure and Optimize Advertising & Marketing ROI

Many companies today are trying to improve marketing and advertising accountability and measure marketing ROI. They often begin by trying to assign marketing cause and effect directly through a system of rules, something we call "direct attribution". Direct attribution performs very poorly in assessing marketing cause & effect especially in business-to-business companies. Marketing organizations which try direct attribution quickly come to realize how limited it is and then often begin to search for an effective alternative approach to the problem.

Marketing Spend Optimization™ is MDS's proven approach to measuring and optimizing the sales impact of advertising, PR and related marketing activities. In business-to-business cases, our approach also extends to include demand generation activities and customer focused marketing events. Marketing Spend Optimization™ is focused on measuring sales impact of marketing and advertising, to inform marketing budget reallocations which drive significantly more sales from the same marketing budget.

In consumer businesses we see improvements of 40% plus in the sales effectiveness of advertising budgets, as a result of recommended budget reallocations. And in business-to-businesses cases the gains are often much greater because existing marketing measurement systems like direct attribution work so poorly. Our work in this area has actually been documented as a best practice in B2B marketing by the Marketing Leadership Council.

MDS has also developed a sophisticated but very user friendly web application called MSOTM to deliver our measurement and optimization service. Clients can log in from any computer with an internet connection, and use the software's measurement dashboard, budget optimization and push button PowerPoint presentation generation capabilities. Assumptions and inputs can easily be updated over time, and results can be easily shared across the organization.

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