Implementing the ‘connect the dots’ approach to marketing communication

Measurement of the impact and effects of advertising and other forms of marketing communication have been long-time goals of most marketing organisations. In this article, the authors review three basic marcom measurement models, i.e. return-on-investment (ROI), return-on-brand-investment (ROBI) and return-on-customer-investment (ROCI). They argue that the next step in the process is measuring or estimating the return-ontouch-point-investment (ROTPI). They define and illustrate the concept with an example from a US-based retailer. They suggest that ROTPI is the most relevant way to measure the returns from marketing communication investments since the methodology enables the marketer to relate specific forms of customer contact costs to returns on those investments.