Boston, MA (PRWEB) January 20, 2004
Marketing and advertising experts along with business leaders will converge at The Harvard Club on January 27 and 28 for a symposium on "The Boomerang Principle: Building ROI Through Innovation," an event presented by The Ad Club and sponsored by The Boston Globe. While client and agency key players agree there is no "silver bullet" to provide a clear ROI evaluation method for advertising and marketing--especially for broadcast media--Beth Allan, Chief Executive Officer and founder of Cambridge Brand Analytics (http://www.cbanalytics.com) will outline a revolutionary new metric, (Pi)Â, a powerful proprietary system of CBA that addresses and solves the toughest challenge facing advertisers today: broadcast.
(Pi)Â, which stands for Performance Indicators, is the foundation for a catagory level metric that took two years of research, modeling, and analysis to develop and is an exceptionally accurate measure for predicting ROI for both advertising and the brand being advertised.
"Ad (Pi)Âdelivers immediate and ongoing feedback on the ability of a single ad or a campaign to generate response rates and brand-equity improvement," explains Allan. "Brand (Pi)Â, on the other hand, provides regular updates on the brandÂs revenue potential as driven by advertising spending."
"There has been a long history of analysts who have claimed to have figured out a reliable and consistent method for indexing ad and brand performance," says Scott Spry, President of Cambridge Brand Analytics. "What makes (Pi)Â a new industry paradigm is that we and our team of statisticians have built the worldÂs first database of in-flight broadcast advertising in which we consistently store media spending and advertising executions together with consumer responses to both the advertising and the brand. In short, we're the only advertising and brand-performance service that dynamically links media-spending information, consumer feedback on individual ads and brands, and company-specific sales/customer data."
During her Ad Club presentation, Allan will demonstrate how these data allow the CBA team to build models which reliably forecast business and brand results, i.e. short-term and long-term marketing ROI. She will also delineate the different products marketers can buy, such as monthly Ad (Pi)Âand Brand (Pi)Âreports that pinpoint which in-market ads are delivering results and which are not, allowing advertisers to make on-the-fly adjustments to optimize their media buys.
Allan will also provide case studies of financial services clients, including Fidelity, Merrill Lynch, and Oppenheimer, who have benefited from the immediate turnaround of Cambridge Brand Analytics's indexing data and who were able to take action in the middle of multi-million-dollar campaigns to reverse disappointing sales and/or poor advertising performance.
To register for the two-day symposium, visit The Ad Club's Web site http://www.bostonideagroup.org/symposium. For a downloadable .pdf copy of Allan's speech (after January 28th) or for information on Cambridge Brand Analytics's (Pi)Â metric system, visit CBAÂs web site http://www.cbanalytics.com or call (508) 647-0151.
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