Asset Management Firm Case Study

pivotalROI^®
Asset Management Firm’s Ad Impact/ROI Modeling

Client desired to monitor the success of a new ad campaign
Campaign was designed to target both retail buyers and the corporate sales channel
Goals of campaign were multi-faceted:
- Increase awareness
- Improve perceptions of firm’s product offerings
- Grow consideration and selection of firm’s products

Benchmark was conducted prior to campaign launch
Both buyer and seller audiences were surveyed semi-annually to monitor the impact-to date of the campaign
Monitoring was also able to provide feedback for adjustments to the ongoing campaign messaging

Monitoring provided feedback on individual ads to inform refinements and more broadly assess the impact of the integrated campaign
Impact of advertising (both individual ads and the collective campaign) were added to other internal and external inputs for an ROI model that was updated semi-annually
Model evaluated impact of individual creative executions as well as placement of ads to optimize creative assets/ media purchased in subsequent waves of advertising

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