Return on marketing budget -
“Are we spending money wisely”?
Demonstrating return on investment
Creating the business case for existing/increased spending
Level of marketing spend -
“Should we spend more or less?”
Mix of marketing trade-offs e.g. Spend on brand vs. spend on promotions, sales support vs. brand building levers -
“How should I allocate my spend?”
Cross-channel, cross-market, cross-product trade-offs e.g. spend on TV vs. print
Adding new elements or dropping existing elements from the mix
Effectiveness of marketing investment -
“How can I do more with the same/the same with less/more with less?”
Message optimisation, cross-market trade-off e.g. more on price messages vs. function, more in Region A vs. Region B.