During a time when marketing dollars are tighter than ever, the pressure to prove the effectiveness of programs is becoming more and more intense. With marketing spending being scrutinized at multiple corporate levels now, the need for agency accountability is vital. Marketing decision makers must prove that the return they see is worth the expenditure.

After decades of relying on ROI models based more on reach than impact, a breakthrough in the measurement of actual ROI has finally taken place! Dr. David Bohnsack, VP of Insights and Analytics for GMR, has developed an approach named QED that effectively quantifies the impact of marketing activities in terms of brand building, business building and creating enthusiasm among current customers.

The most difficult ROI challenge has always been to measure the link between marketing activities and the bottom line. The GMR QED model allows thoughtful exploration of that connection. For all of the details,
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