By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData Collective
  • Analytics
    AnalyticsShow More
    data analytics in sports industry
    Here’s How Data Analytics In Sports Is Changing The Game
    6 Min Read
    data analytics on nursing career
    Advances in Data Analytics Are Rapidly Transforming Nursing
    8 Min Read
    data analytics reveals the benefits of MBA
    Data Analytics Technology Proves Benefits of an MBA
    9 Min Read
    data-driven image seo
    Data Analytics Helps Marketers Substantially Boost Image SEO
    8 Min Read
    construction analytics
    5 Benefits of Analytics to Manage Commercial Construction
    5 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-23 SmartData Collective. All Rights Reserved.
Reading: ROI on Marketing Research?
Share
Notification Show More
Latest News
big data mac performance
Data-Driven Tips to Optimize the Speed of Macs
News
3 Ways AI Has Helped Marketers and Creative Professionals Streamline Workflows
3 Ways AI Has Helped Marketers and Creative Professionals Streamline Workflows
Artificial Intelligence
data analytics in sports industry
Here’s How Data Analytics In Sports Is Changing The Game
Big Data
data analytics on nursing career
Advances in Data Analytics Are Rapidly Transforming Nursing
Analytics
data analytics reveals the benefits of MBA
Data Analytics Technology Proves Benefits of an MBA
Analytics
Aa
SmartData Collective
Aa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Business Intelligence > Market Research > ROI on Marketing Research?
Market Research

ROI on Marketing Research?

TomAnderson
Last updated: 2011/03/27 at 11:51 PM
TomAnderson
3 Min Read
SHARE

Bob Lederer, Editor of RFL Communications, probably one of the people most responsible for starting the current online panel quality debate, has taken up a new torch, ROI.

Just as he organized the first event tied to panel quality (together with support and serious accusations raised by then head of research at P&G, Kim Dedeker), Bob is now organizing the first “ROI on MR” conference (Chicago July 27-28th).

Bob Lederer, Editor of RFL Communications, probably one of the people most responsible for starting the current online panel quality debate, has taken up a new torch, ROI.

More Read

power bi data

How To Interact With Power BI Data In A PowerPoint Presentation

How To Successfully Use Data For Your Email Marketing
4 Data Goldmines Your Company Should Not Ignore
6 Analytics Backed Business Investments For 2019
Retail Data And Shopping In The Digital Age

Just as he organized the first event tied to panel quality (together with support and serious accusations raised by then head of research at P&G, Kim Dedeker), Bob is now organizing the first “ROI on MR” conference (Chicago July 27-28th).

To be quite honest, I’m not sure where I stand on the ROI issue. While I do feel thinking about ROI is extremely critical in certain marketing research, such as ad campaign effectiveness testing, I’m less sure whether it is possible or even desirable to set out to measure ROI of marketing research in general.

Currently the Public Relations industry (its trades and several leading PR firms) are taking a stand against measuring their ROI, at least in the same way that advertising ROI is measured (Click through’s, views etc.). Their reasoning is that PR is different, more impactful and strategic, influencing key opinion leaders rather than the masses. Therefore, how can driving 1,000 magazine editors or bloggers and influencing them be equal to driving 1,000 consumers to certain content?

How can you value the market research that stops you from taking your business down an incorrect path and takes you in another? What is the value of strategic research such as a customer segmentation which shapes every part of your marketing strategy and tactics?

One thing I can say for certain is that marketing researchers are doing an extremely poor job in communicating their value. Whether ROI is the right way to help market researchers do this or not, I do think it’s an important topic to consider. I applaud Bob Lederer for continuing to raise often unpopular questions within our field.

@TomHCAnderson

[Post to Twitter] Tweet This Post 

TomAnderson March 27, 2011
Share this Article
Facebook Twitter Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

big data mac performance
Data-Driven Tips to Optimize the Speed of Macs
News
3 Ways AI Has Helped Marketers and Creative Professionals Streamline Workflows
3 Ways AI Has Helped Marketers and Creative Professionals Streamline Workflows
Artificial Intelligence
data analytics in sports industry
Here’s How Data Analytics In Sports Is Changing The Game
Big Data
data analytics on nursing career
Advances in Data Analytics Are Rapidly Transforming Nursing
Analytics

Stay Connected

1.2k Followers Like
33.7k Followers Follow
222 Followers Pin

You Might also Like

power bi data
Business Intelligence

How To Interact With Power BI Data In A PowerPoint Presentation

8 Min Read
data for your email marketing
Best PracticesData CollectionExclusiveMarket ResearchMarketing

How To Successfully Use Data For Your Email Marketing

7 Min Read
data goldmines
AnalyticsBig DataBusiness IntelligenceBusiness RulesData CollectionExclusiveMarket Research

4 Data Goldmines Your Company Should Not Ignore

9 Min Read
Analytics-backed investments ideas
AnalyticsBusiness IntelligenceExclusiveMarket Research

6 Analytics Backed Business Investments For 2019

8 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

ai in ecommerce
Artificial Intelligence for eCommerce: A Closer Look
Artificial Intelligence
AI chatbots
AI Chatbots Can Help Retailers Convert Live Broadcast Viewers into Sales!
Chatbots

Quick Link

  • About
  • Contact
  • Privacy
Follow US

© 2008-23 SmartData Collective. All Rights Reserved.

Removed from reading list

Undo
Go to mobile version
Welcome Back!

Sign in to your account

Lost your password?