| |
TNS Unveils Marketing Investment Measurement Tool
TNS has launched a new survey tool, Revenue Growth Manager (RGM), to help clients evaluate which marketing investments are likely to reap brand revenue growth.
According to Jim Gill, the firm's Global Marketing Champion for RGM, TNS has 'successfully tackled the challenge of marketing accountability' by addressing 'three key issues: which customers to invest in, what kind of marketing to invest in, and how well those investments will pay off in terms of long-term profitable growth.'
Gaurav Bhalla, who leads TNS's Global Innovation Center, says clients have requested new services specifically looking at marketing ROI.
RGM combines client information with customer survey data on brand perceptions, brand switching and purchase behaviour, in a model that has been designed to evaluate the current and future profitability of existing and prospective customers. The tool also provides a ROI analysis of alternative marketing tactics prior to the start of a campaign, or can be used to evaluate initiatives that have already taken place.
TNS is on the web at www.tns-global.com .
|
