Comments on: Measuring the Elusive ROI http://kelloggsuperbowlreview.wordpress.com/2010/01/25/measuring-the-elusive-roi/ Mon, 13 May 2013 05:57:07 +0000 hourly 1 http://wordpress.com/ By: Tim Calkins http://kelloggsuperbowlreview.wordpress.com/2010/01/25/measuring-the-elusive-roi/#comment-75 Mon, 25 Jan 2010 23:22:08 +0000 http://kelloggsuperbowlreview.wordpress.com/?p=110#comment-75 Derek—A great question! I wish there was a simple answer. I suspect any measurement system would need to begin with a look at the objectives. Someone advertising a new product could look at the rise in awareness, perhaps, while someone repositioning a well known brand would be more interested in a shift in perceptions.

One thing is true: anyone who returns to the Super Bowl was presumably pleased with the results. I wonder if we could do anything with that as a measurement tool.

Tim

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