Visit Scotland

How to Use Brand Tracking to Quantify Return on Marketing Investment

Mission

Take two tracking studies. Consolidate them into one, then provide a robust measure of the Return on Marketing Investment for VisitScotland.

Key Challenge

Traditional tourism measures of ROMI were based on self-reported recall and behaviour as a result of recalled activity, but was this really the most robust approach?

Solution

By keeping consistency between the two tracking programs and implementing a re-contact phase, Ruby cha cha was able to develop a new ROMI approach based on econometric modelling techniques.

Result

The brand and campaign tracking was enhanced to include more experiential measures, whilst the new ROMI modelling approach enabled us to translate investment into estimated returns, including isolating those for social and digital media.