Ford turns to ROI modelling to lift marketing game

"We haven't been getting the balance right," said Joanne Sheehan, European marketing head for Ford. "Our promotional element responds very quickly to the competitive market place. What has not been as immediately apparent is the need to advertise the promotions." Arvind Sethumadhavan, MD of MindShare ATG Asia-Pacific, said increasing demand for ROI assessment was driven by factors such as pricing wars, increased advertising clutter and audience fragmentation. A major theme to emerge was the need for clients to integrate and analyse information to make optimal use of data, something Sheehan said was now happening at Ford.