C.P.R.O.I: Redefining R.O.I. in Response to Economic Ails


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By: Ken Dec, SVP of Business Development, Mercury Media

Welcome to “Patient Critical: Madison Avenue,” where new and legacy media vehicles struggle to capture declining advertising dollars, deliver ROI and answer the question: What parts of the marketing budget—which mediums—are worth saving?

Digital media may have set the bar for sales-attribution reporting, but today, that’s not enough. Delivering R.O.I. requires an understanding of how all mediums work together and how spends should shift holistically to achieve the greatest net impact for a client. In our agency, we refer to that process as C.P.R.O.I.

C.P.R.O.I (Cross Platform Return on Investment) is the next generation of results, driven by real-time, digitally-delivered, comprehensive data that can close the sales loop across platforms. The only way for an agency to effectively diagnose a client’s marketplace challenges, re-allocate dollars to where they work best and deliver brand saving C.P.R.O.I. is to invest in the most effective data tools available and pair them with an analytics team whose expertise spans all media platforms.

At Mercury Media, we employ the best tools across brand, digital and direct response advertising to inform our media spends and maximize results. We start with our proprietary database of client results and DRTV-specific tools such as CORE and Catalyst, add everything from traditional syndicated research to digital planning, buying, reporting and optimization tools, then add a team of analysts who are focused on finding a cure for our clients’ performance ails. We have also developed partnerships with leading data analysis companies to “pull it all together.” These tools, people and partners drive results.

Digital marketing may have created the appetite for data-driven media allocation but, today, digital-only performance tracking isn’t enough. Those who refuse to look beyond their medium of comfort and think holistically should not be surprised when their clients seek a second opinion. It is the marketers who can deliver critical C.P.R.O.I to breathe new life into their client’s brand who will be paged when crisis strikes.

Ken Dec is SVP of Business Development for Mercury Media where he is responsible for growing Mercury Media’s roster of clients and introducing existing clients to the agency’s full array of multi-platform, measured media solutions.  A 25-year marketing veteran, Dec has helped grow top brands including Starwood Hotels and Resorts, Pfizer, Vonage, Citigroup, IBM, Bose, Nationwide and Nissan.  As a result of his strategic leadership, several of Dec’s client campaigns have been awarded top industry honors, including Cannes, Effies, Caples and HSMAI awards.

Contact him at kdec@mercurymedia.com

This article appeared in the October 26, 2009 edition of DM News


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4 Responses to “C.P.R.O.I: Redefining R.O.I. in Response to Economic Ails”

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  4. Bert Hermanus Says:

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