What media actually_produced

01

What modelling estimates

Modelling estimates the relationship between marketing and results using the data available. We first assess what that data can support. We state the assumptions and uncertainty and keep modelled estimates separate from measured figures. An analyst interprets the result and explains which budget decisions it supports.

02

Definitions before calculating

ROAS and ROMI are only useful when the way they are calculated has been agreed. We agree how return, costs and the reporting period are defined before calculating. If the goal is leads, the value given to a lead is an estimate and is not reported as realised sales.

A calculation is only as precise as its definitions. A vague definition produces a tidy-looking number that cannot be relied on.

03

The limits of a model

Not every effect shows in immediate sales. Reaching new customers can bring sales straight away, but part of the effect shows later. So each stage of the path to purchase gets its own metrics.

Not every change in sales comes from media. Seasonality, prices, availability and market changes are taken into account where reliable data exists. Change in awareness is not inferred from the sales curve; it is measured with research, described on the Research page.

04

From measurement to a budget decision

The analyst builds the calculation and explains what it can and cannot support. Measured and modelled results are kept apart in the report, so the next budget decision rests on the right kind of evidence.

NØRR3 Marketing Engine brings together the verified input data on investments and results. The modelling is done by a specialist and is not an automatic feature of Business Dashboard.