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CÁLCULO DEL ROI DE MARKETING EN MODELOS DE MARKETING MIX, DEL ROMI, AL VALOR CREADO DEL MARKETING PARA LOS ACCIONISTAS EVAM
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Nov 17, 2016
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En el presente artículo explicamos mediante un ejemplo real de un producto de gran consumo la construcción de un modelo de Marketing Mix para el cálculo del retorno de la inversión en marketing (ROMI) como métrica de rentabilidad y el cálculo del valor económico añadido del marketing (EVAM) como métrica de creación de valor para los accionistas. Proponemos un método novedoso para la estimación del coeficiente l del modelo de Adstock mediante funciones de impulso respuesta. Medimos la rentabilidad de la publicidad a corto plazo y el efecto conjunto de la publicidad a corto y a largo plazo utilizando para ello la variable notoriedad de marca medida a través de un tracking de marca a lo largo de todo el periodo analizado. El resultado del análisis indica que la publicidad a corto plazo tiene un retorno negativo que pasa a ser muy positivo cuando tenemos en cuenta su efecto combinado con la notoriedad de marca.
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Méndez Suárez, M., & Estevez, M. (2016). CÁLCULO DEL ROI DE MARKETING EN MODELOS DE MARKETING MIX, DEL ROMI, AL VALOR CREADO DEL MARKETING PARA LOS ACCIONISTAS EVAM. UCJC Business and Society Review (formerly Known As Universia Business Review), (52). https://doi.org/10.3232/UBR.2016.V13.N4.01
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Marketing
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IPA (Institute of Practitioners in Advertising). (2008). “Measuring Marketing Payback”. http://www.ipa.co.uk/Document/Measuring-marketing-payback-PDF
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Mintz, O., Currim, I. S. (2013). “What drives managerial use of marketing and financial metrics and does metric use affect performance of marketing-mix activities?”. Journal of Marketing, 77(2), 17-40.
Moisesku, O. I. (2009). “The Importance of Brand Awareness in Consumer’s Buying Decision and Perceived Risk Assessment”. Management & Marketing-Craiova, (1), 103-110.
PWC. (2015) Retail & Consumer Insights 2015 Financial Benchmarking. Results for the food, beverage, and household products manufacturers. https://www.pwc.com/us/en/retail-consumer/financial-performance-report/assets/financial-performance-report.pdf
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Smyth, H., Lecoeuvre L. (2015). “Differences in decision-making criteria towards the return on marketing investment: A project business perspective”. International Journal of Project Management, 33, 1, 29-40
Srinivasan, S., Vanhuele, M., Pauwels, K. (2008). “Do mindset metrics explain brand sales?”. Marketing Science Institute.
Steward, D. W., Henderson Blair, M., Holmes, W., Barns, M., Duffy, M., Riskey, D., Sirkin, K. (2005).“Contributing to the Bottom Line: Marketing Productivity, Effectiveness and Accountability”.The Board Room Project. http://www.themasb.org/wp-content/uploads/2009/04/marketing-productivity-effectiveness-and-accountability-tbp-july-20051.pdf
Assmus, G., Farley, J. U., Lehmann, D. R. (1984). “How advertising affects sales: Meta-analysis of econometric results”. Journal of Marketing Research, 65-74.
Bucklin, R. E., Gupta, S. (1999). “Commercial use of UPC scanner data: Industry and academic perspectives”. Marketing Science, 18, 3, 247-273.
Broadbent, S. (1979). “One way TV advertisements work”. Journal of the Market Research Society, 21, 3, 139-166.
Clary, M., Dyson, P. (2004). “Building the case for long-term advertising”. Admap magazine, 4 February 2014
Clark, C. R., Doraszelski, U., & Draganska, M. (2009). “The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data”. QME, 7(2), 207-236.
Dekimpe, M. G., & Hanssens, D. M. (1995). “The persistence of marketing effects on sales”. Marketing Science, 14(1), 1-21.
Dekimpe, M. G., & Hanssens, D. M. (1999). “Sustained spending and persistent response: A new look at long-term marketing profitability”. Journal of Marketing Research, 397-412.
Driver, J. C., Foxall, G. R. (1986). “Optimal advertising: Adstock and beyond”. https://dspace.lib.cranfield.ac.uk/bitstream/1826/2901/1/M%20&%20L%2086-3.PDF
Farris, P. W., Hanssens, D. M., Lenskold, J. D., & Reibstein, D. J. (2015).” Marketing return on investment: Seeking clarity for concept and measurement”. Applied Marketing Analytics, 1(3), 267-282.
Fry, T. R., Broadbent, S., & Dixon, J. M. (1999). “Estimating advertising half-life and the data interval bias” (Working Paper No. 6/99). Monash University, Department of Econometrics and Business Statistics.
Griffith, J.M. (2004). “The True Value of EVA®”. Journal of Applied Finance, 14, 2, 25-29.
Gujarati, D., M. (2004).“Basic Econometrics”. New York: McGraw Hill.
Hannan, E. J., Quinn, B. G. (1979). “The determination of the order of an autoregression”. Journal of the Royal Statistical Society. Series B (Methodological), 190-195.
Huang, R., Sarigöllü, E. (2012). “How brand awareness relates to market outcome, brand equity, and the marketing mix”. Journal of Business Research, 65(1), 92-99.
IPA (Institute of Practitioners in Advertising). (2008). “Measuring Marketing Payback”. http://www.ipa.co.uk/Document/Measuring-marketing-payback-PDF
Kimbrough, M. D., Mcalister, L., Mizik, N., Jacobson, R., Garmaise, M. J., Srinivasan, S., Hanssens, D. M. (2009). “Commentaries and rejoinder to “marketing and firm value: metrics, methods, findings, and future directions””. Journal of Marketing Research, 46, 3, 313-329.
Kotler P. (1977) .”From sales obsession to marketing effectiveness”. Harvard Business Review, 55, 6, 67-75
Lenskold Group. (2009 y 2011) “Marketing ROI & Measurement Study”. http://www.lenskold.com
Macdonald, E. K., Sharp, B. M. (2000). “Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication”. Journal of business research, 48(1), 5-15.
Mintz, O., Currim, I. S. (2013). “What drives managerial use of marketing and financial metrics and does metric use affect performance of marketing-mix activities?”. Journal of Marketing, 77(2), 17-40.
Moisesku, O. I. (2009). “The Importance of Brand Awareness in Consumer’s Buying Decision and Perceived Risk Assessment”. Management & Marketing-Craiova, (1), 103-110.
PWC. (2015) Retail & Consumer Insights 2015 Financial Benchmarking. Results for the food, beverage, and household products manufacturers. https://www.pwc.com/us/en/retail-consumer/financial-performance-report/assets/financial-performance-report.pdf
Rogers, D., Sexton, D. (2012). “Marketing ROI in the Era of Big Data: The 2012 BRITE/NYAMA Marketing in Transition Study”. Columbia Business School, New York
Seggie, S. H., Cavusgil, E., Phelan, S. E. (2007). “Measurement of return on marketing investment: A conceptual framework and the future of marketing metrics”. Industrial Marketing Management, 36, 834-841
Smyth, H., Lecoeuvre L. (2015). “Differences in decision-making criteria towards the return on marketing investment: A project business perspective”. International Journal of Project Management, 33, 1, 29-40
Srinivasan, S., Vanhuele, M., Pauwels, K. (2008). “Do mindset metrics explain brand sales?”. Marketing Science Institute.
Steward, D. W., Henderson Blair, M., Holmes, W., Barns, M., Duffy, M., Riskey, D., Sirkin, K. (2005).“Contributing to the Bottom Line: Marketing Productivity, Effectiveness and Accountability”.The Board Room Project. http://www.themasb.org/wp-content/uploads/2009/04/marketing-productivity-effectiveness-and-accountability-tbp-july-20051.pdf