Marketing Research Momentum: The Scale Effect of Leveraging Global and Cross-Category ROI Research

Mike Menkes, Analytic Partners
Greg Rogers, Procter & Gamble

It's important to thinking outside the box to try and leverage your current market research strategies. Market and model mix studies with Proctor and Gamble. Its allowed P&G to see the variety ROI for different companies through the globe.

What drives differences across the different case studies?

When you do a study, most of the learning comes initially, and it's most valuable at the beginning of the study. We're trying to build off all of the studies. P&G knows they need to capitalize on their scale. It provides an advantage when you have something that size.

In the case of market mix modeling, it has become a key piece of market research to help spending on all brands. Mixed models is a way to identify that each marketing element is having on your sales: trade, media, etc.

When you start to see constant ROI that is higher, it can help you inform your decisions and move where your assets are allocated. Getting more out of what you already have is starting to become a really for P&G.

By using benchmark information, P&G can start to quantify the reasons why certain ROIs are higher than others. By extracting more and more information from the database. We are often looking at a fine level of detail, by starting small, like certain consumers, then back and look at cities, then countries, and a clear pattern can be seen as to what you can do for your business.