﻿ Partners in Loyalty Marketing Using Tool to Quantify Marketing
ROI | SalesAndMarketing.com  Partners in Loyalty Marketing Using
Tool to Quantify Marketing ROI  Marketing consultancy Partners
in Loyalty Marketing (PILM) has developed a proprietary model
called the Estimated Return Analysis (ERA), to quantify a
loyalty marketing program’s ROI prior to execution.  "Over the
past eight months as operating budgets have shifted, we’ve been
asked to run ERAs with greater and greater frequency," said
explained Michael Schiff, managing partner of Chicago-based
PILM.  PILM relies on a variety of inputs, including research,
category dynamics, industry standards, any relevant past
performance, and PILM's own experience, among other sources. The
ERA provides the brand with a pre-launch estimate of a program's
ROI, which serves as guidance when selecting between programs
and can be a tool in gaining budget approvals.  PILM's
turnaround time for this type of pre-forma evaluation is usually
less than two weeks. "To me, the