Improving ROI of Marketing Communications using the 'SPI Scorecard'

Trying to improve ROI of marketing communications investments is a common problem for many advertisers these days. In response, advertisers have been trying to improve ROI of their marketing communications by taking various steps (e.g., training staff, outsourcing, etc.). SPI has a consulting approach that entails a series of processes to improve ROI of marketing communications. Within this approach, SPI uses a tool called the 'SPI Scorecard' that answers such key questions as; how to improve ROI?, by how much?, etc.

The 'SPI Scorecard' helps advertisers check the progress of improvements in marcom KPI (Key Performance Indicators) from three viewpoints; 'Learning and Growth', 'Internal Business Processes' and 'Planning'. Setting marcom KPI should be considered to improve ROI of marketing communications investments.

For each viewpoint, the project team (SPI and the client) set a strategy objective and a Critical Success Factor (CSF) within the 'SPI Scorecard'. Then, the team sets a progress management indicator for each viewpoint. Also included in the scorecard are milestones and concrete action plans for each viewpoint. The milestones are used to quantitatively check to see if the strategy objectives are being met, either monthly or quarterly.

SPI Scorecard (example)

Through SPI's consulting, these strategy objectives, CSF, etc, can be modified either monthly or quarterly. And through these ongoing activities, a solid structure can be developed for the advertiser's Advertising Department to follow which will continuously improve ROI of marketing communications through their own, internal means (i.e., own staff, own systems and infrastructure, etc) as much as possible.

Critical Success Factors (example)

SPI consulting stages (example)

Stage 1:

SPI sets marketing communications KPI

SPI estimates how much ROI can be improved

Stage 2:

Client improves marketing communications ROI through outsourcing

Stage 3:

SPI/client compares outsourced planning skills with client's own, internal skills

SPI/client learn from the outsourcing parties, while identifying their weaknesses

SPI/client share the knowledge gained with its own Advertising Department

Stage 4:

SPI/client analyses ROI of outsourcing, the outsourcing parties' specialties, and then optimizes the workload that needs to be outsourced versus done in-house

ROI is constantly being improved, mainly by in-house means

The 'SPI Scorecard' needs to be customized for each client depending on a series of internal factors, such as the client's decision-making processes for setting its total ad budget or for allocating budgets for individual brands, etc. SPI is providing a total solution with this series of marketing communications ROI improving processes using the 'SPI Scorecard', including project team development and staff training.

Author: SPI

Please contact us with questions or for more detailed information.
spiindex@spi-consultants.net