Troiano's expertise includes tools and analysis for product brand management, its marketing and communication and above all, its process for businesses expansion and development.
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9. CEM – Communication Efficacy Measurement
In the past ten years a word has appeared constantly in marketing, communication and business texts in general. Accountability is the word of order! That is: measuring the actual result generated by the communication and marketing efforts in the brand’s business.
To this effect, Troiano developed CEM – Communication Efficacy Measurement. It allows the advertiser and its communication agency to obtain precise data related to communication effectiveness, that is, to measure ROI (return on investment). And it can be used as an important tool to grant the agency bonuses for results obtained with a specific campaign. That is, a complementary compensation adopted in the advertiser/agency relationship.
How is CEM organized? It is supported by the measure of three dimensions of a brand: strength, personality and positioning. Than, using a combined analysis we get the CEM index.
To be able to check a brand evolution CEM presupposes regular and comparative measurements for a length of time, through a monitoring system.