ROI vs. ROO
Many brand and product-specific media campaigns are measured incorrectly. It's simply not logical to track changes in awareness through linear ROI statistics like click rates, cost per action or lead cost.
We depend on our own research methodology. It's called 'ROO', or Return on Objectives. We use ROO to track real shifts in customer perceptions as it relates to your brand, brand attributes and campaign messages. Our customized research eliminates external influences, resulting in much more accurate performance reporting.