How can you use the MROI model to measure your campaign channel effectiveness?

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If you are running a marketing campaign, you want to know how effective each channel is in generating revenue and profit. One way to do that is to use the MROI model, which stands for marketing return on investment. This model compares the incremental revenue and cost of each channel to calculate the return on investment (ROI) and the profit margin. In this article, you will learn how to use the MROI model to measure your campaign channel effectiveness and optimize your budget allocation.

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Ahlem Mahroua ??

? Go to market and growth strategies for innovative industries | ?? ex-Google | ? 0 to €13M ARR in 4 Years | ?? Gaming…
Carolina Rodríguez Vásquez

INTL Marketing Campaign Manager | CX | MBA | Digital Marketing | University speaker
Uriel Figueroa

Marketing Coordinator @ Maintenance, Inc. & Subsidiaries

1 What is the MROI model?

The MROI model is a simple formula that helps you evaluate the performance of each marketing channel in your campaign. It is calculated by dividing the incremental revenue attributed to the channel by the incremental cost of the channel. The result is the ROI, which tells you how much revenue you generate for every dollar you spend on the channel. The higher the ROI, the more effective the channel is. You can also subtract the incremental cost from the incremental revenue to get the profit margin, which tells you how much profit you make from the channel. The higher the profit margin, the more profitable the channel is.

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Uriel Figueroa

Marketing Coordinator @ Maintenance, Inc. & Subsidiaries
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To measure campaign channel effectiveness with MROI: 1. Define goals for each channel. 2. Allocate resources based on potential. 3. Track performance against KPIs. 4. Calculate ROI for each channel. 5. Analyze effectiveness and optimize strategies. 6. Refine resource allocation for future campaigns.

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Simon Zohar

?? Créateur de sites web performants | +320 Sites créés en 6 ans | ?? Stratégies marketing ciblé pour attirer et fidéliser tes clients - Google Ads, Meta Ads, TikTok Ads
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Le modèle MROI (Marketing Return on Investment) mesure l'efficacité des canaux marketing en comparant les revenus générés aux co?ts engagés. Il est calculé en divisant les revenus incrémentiels (supplémentaires) par les co?ts incrémentiels. Un MROI élevé indique que le canal est efficace pour générer des revenus par rapport aux dépenses.

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Carolina Rodríguez Vásquez

INTL Marketing Campaign Manager | CX | MBA | Digital Marketing | University speaker
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The MROI (Marketing Return on Investment) model is a way to measure the effectiveness of marketing campaigns. It assesses how much revenue is generated compared to the cost of the campaign. To use it, calculate the revenue generated by each marketing channel and divide it by the cost of that channel. Then, compare the results to determine which channels are most effective in driving revenue.

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2 How to calculate the incremental revenue and cost?

The incremental revenue and cost are the additional revenue and cost that are directly caused by the channel. They are not the same as the total revenue and cost, which include other factors that are not related to the channel. To calculate the incremental revenue and cost, you need to use a method that isolates the impact of the channel from other influences. There are different methods you can use, such as experiments, surveys, attribution models, or econometric models. The method you choose depends on your data availability, accuracy, and complexity.

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Carolina Rodríguez Vásquez

INTL Marketing Campaign Manager | CX | MBA | Digital Marketing | University speaker
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To measure campaign channel effectiveness using the MROI model, first, calculate incremental revenue and cost. Incremental revenue is the additional revenue generated because of the campaign, while incremental cost is the additional cost incurred to run the campaign. Subtract the baseline revenue (without the campaign) from the total revenue to get incremental revenue. Subtract the baseline cost from the total cost to get incremental cost. Then, divide incremental revenue by incremental cost to get the return on investment (ROI) for each channel. Compare the ROI of different channels to determine their effectiveness.

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Simon Zohar

?? Créateur de sites web performants | +320 Sites créés en 6 ans | ?? Stratégies marketing ciblé pour attirer et fidéliser tes clients - Google Ads, Meta Ads, TikTok Ads
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Les revenus incrémentiels sont les revenus supplémentaires directement attribuables à une campagne, calculés en soustrayant les revenus de base (sans campagne) des revenus totaux. Les co?ts incrémentiels sont les dépenses supplémentaires engagées pour le canal, soustraites des co?ts de base (sans campagne). Utilisez des méthodes telles que les tests A/B, les enquêtes ou les modèles économétriques pour isoler l'impact du canal.

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3 How to compare different channels using the MROI model?

Once you have calculated the incremental revenue and cost for each channel, you can use the MROI model to compare them and see which ones are more effective and profitable. You can plot the ROI and profit margin of each channel on a chart and see how they relate to each other. For example, you can use a quadrant chart that divides the channels into four groups based on their ROI and profit margin: high ROI and high profit margin, high ROI and low profit margin, low ROI and high profit margin, and low ROI and low profit margin. This way, you can identify which channels are the best performers, which ones need improvement, which ones are underperforming, and which ones are losing money.

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Ahlem Mahroua ??

? Go to market and growth strategies for innovative industries | ?? ex-Google | ? 0 to €13M ARR in 4 Years | ?? Gaming ? Tech ? EdTech
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Leverage the MROI model like Coca-Cola did in 2021 to measure their campaign channel effectiveness. Imagine Coca-Cola comparing different channels by calculating the Marketing Return on Investment for each. They evaluated the revenue generated from TV ads versus social media campaigns, discovering that social media had a higher MROI due to lower costs and greater engagement. -> Surprising fact : their social media campaigns delivered a 30% higher return, leading Coca-Cola to shift more budget towards digital channels, proving how the MROI model can guide strategic decisions.

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Simon Zohar

?? Créateur de sites web performants | +320 Sites créés en 6 ans | ?? Stratégies marketing ciblé pour attirer et fidéliser tes clients - Google Ads, Meta Ads, TikTok Ads
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Comparez le MROI de chaque canal en calculant le retour sur investissement pour chacun. Tracez les résultats sur un graphique pour visualiser les canaux les plus performants. Par exemple, utilisez un graphique quadrant pour classer les canaux selon leur MROI et leur marge bénéficiaire, ce qui vous permettra d’identifier les canaux les plus et les moins efficaces.

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4 How to optimize your budget allocation using the MROI model?

The MROI model can help you optimize your budget allocation by showing you how to allocate more resources to the channels that have the highest ROI and profit margin, and less resources to the channels that have the lowest ROI and profit margin. This way, you can maximize your overall campaign performance and profitability. However, you also need to consider other factors that may affect your budget allocation, such as your campaign objectives, your target audience, your competitive landscape, and your market conditions. You also need to monitor your results and adjust your budget allocation as needed based on your feedback and learning.

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Simon Zohar

?? Créateur de sites web performants | +320 Sites créés en 6 ans | ?? Stratégies marketing ciblé pour attirer et fidéliser tes clients - Google Ads, Meta Ads, TikTok Ads
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Allouez plus de budget aux canaux avec un MROI élevé et réduisez les dépenses pour ceux avec un MROI faible. Cette approche maximise les performances et la rentabilité globale. Tenez compte des objectifs de campagne, de votre public cible et des conditions du marché lors de l’ajustement de votre budget. Continuez à surveiller et à ajuster en fonction des nouvelles données.

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5 What are the benefits and limitations of the MROI model?

The MROI model is a useful tool that can help you measure your campaign channel effectiveness and optimize your budget allocation. It is easy to understand and communicate, helping you align your marketing goals with your business goals, justify spending, and improve decision making and resource allocation. However, it may not capture the long-term effects of marketing activities, account for interactions between channels, reflect the quality of marketing messages, or be accurate if data or methods are flawed or biased.

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Simon Zohar

?? Créateur de sites web performants | +320 Sites créés en 6 ans | ?? Stratégies marketing ciblé pour attirer et fidéliser tes clients - Google Ads, Meta Ads, TikTok Ads
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Avantages : Simple à comprendre, facilite la justification des dépenses, aide à aligner les objectifs marketing avec les objectifs commerciaux, et améliore la prise de décision. Limites : Peut ne pas capturer les effets à long terme, ne tient pas compte des interactions entre canaux, peut refléter des biais si les données sont incorrectes.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Simon Zohar

?? Créateur de sites web performants | +320 Sites créés en 6 ans | ?? Stratégies marketing ciblé pour attirer et fidéliser tes clients - Google Ads, Meta Ads, TikTok Ads
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Assurez-vous de prendre en compte l'impact des tendances du marché et les interactions possibles entre canaux. Les analyses MROI doivent être régulièrement mises à jour pour refléter les changements dans le comportement des consommateurs et les nouvelles données disponibles.

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How can you use the MROI model to measure your campaign channel effectiveness?

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1 What is the MROI model?

2 How to calculate the incremental revenue and cost?

3 How to compare different channels using the MROI model?

4 How to optimize your budget allocation using the MROI model?

5 What are the benefits and limitations of the MROI model?

6 Here’s what else to consider

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