ROI Marketing Survey
2) In which industry do you work?
Automotive
Insurance
Banking and Finance
Fast moving consumer goods
Pharma
Household and toilettries
Traveling services
Airline
Telecommunications and mobile
Internet
Construction
Alcoholic beverages
Sport team or facility
Advertising, PR, marketing in general
Media (broadcaster, radio, TV, press) Non digital
Public or governmental organization
Non-for-profit organization / association
Marketing agency of any kind
Chemical related company
Computer software
Medical (including hospitals)
Electronics
Entertainment
Education
Gas, oil, fuels
Energy and natural resources
Hotel
Tobacco
Auditing and consulting
Other
Please Specify:
6) Do you currently measure the economic return (ROI, not value) of your marketing expenditures?
Yes
No
I don't know
7) Are you planning to measure the economic return (ROI) of your marketing expenditures in the near future?
Yes
No
I don't know
I do it already
8) Marketing planning...
a) Is done based on needs and requirements that arise during the course of the year.
b) It is defined by the marketing department and general management for the year and it is adjusted only when necessary.
c) It is defined by the marketing department for the year and it is frequently adjusted along the year.
9) The primary fun
a) To communicate branding, learning, and awareness product/services related messages
b) All of the above plus call to business-related action messages (i.e.: visit the web, register, leave your data, sample the product, etc.)
c) All of the above plus call to accountable profitable behavior from clients and/or consumers.
10) Marketing objectives are set:
a) Following the marketing plan, aligned with the business plan and adjusting short term only when environment and/or conditions (internal or external) change.
b) Responding to concrete short term needs based on imposed criteria.
c) Following the marketing plan but attending to short term needs.
11) Most marketing projects are done:
a) When the same project seemed to be successful in the past.
b) By request of the general management.
c) As a tool to a need raised from an objective set on the marketing plan.
12) The people that generate those marketing projects are:
a) Level 1 ( “C” level, General Managers and/or Managing Directors) establishing the needs, setting objectives and defining the project (type, tools, budget, etc.) Marketing department coordinates production, executes and measures performance.
b) Level 2 (Departments or Directors that are not the Marketing Department or Director) Marketing department coordinates production, executes and measures performance.
c) Level 3 (Marketing Directors and/or Managers) generating projects based on the Marketing Plan. Marketing department coordinates production, executes and measures performance, adjusting projects based on performance and changing conditions.
13) The impact of marketing is measured and checked in terms of:
a) Branding, positioning, awareness, consumers learning and intangibles in general.
b) All of the above plus interaction performance (visits, POS activation, registrations, attendance, clicks, OTS, GRPs, etc.)
c) All of the above plus the profit or loses generated by the projects.
14) Objectives are time-framed and set with a well defined performance indicator and clear success threshold:
a) Almost never
b) Occasionally
c) Frequently
15) Project budgets (investments) are set by:
a) VP, Department Directors or Area Managers
b) “C” level executives, General Manager or Managing Directors.
c) Shareholders or business owner
16) Project results are reported to:
a) Shareholders or business owner
b) “C” level executives, General Manager or Managing Directors.
c) VP, Department Directors or Area Managers.
17) Shareholders/business owners, “C” level Execs, Gral. Mgrs. and/or Managing Directors request information about the economic impact of marketing projects:
a) A few times
b) Some times
c) Many times
18) Marketing Project reports include performance indicators in terms of:
a) Positioning, knowledge transmission, satisfaction, and intangibles in general.
b) All of the above plus results of interactions (unique visits to web, attendance to event, registration, sampling, etc.)
c) All of the above plus impact on revenues generated by the project.
19) Marketing projects planning start with:
a) A budget definition
b) The selection of activities to be done.
c) The definition of project objectives.
20) Marketing projects performance evaluation is always based on:
a) Objective criteria
b) Subjective criteria
c) Both
21) Marketing projects performance evaluation is reported:
a) Only when requested.
b) Occasionally
c) Regularly, it is a standard procedure.
22) When there is a crisis or budget restrictions, marketing budgets:
a) Are cut after analyzing its profitability for the business compared to other expenditures.
b) Are the first thing that is cut.
c) Are cut after a planned cost cut program.
23) Marketing budgets are based on:
a) Last year’s budget.
b) Last year’s profitability.
c) Last year’s sales.
24) The impact of marketing projects is measured:
a) During and at the end of the project.
b) During project execution.
c) During, at the end, and after the project.
25) The issue of measuring the economic impact of marketing is mentioned:
a) Almost never
b) Occasionally
c) Frequently
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