Isolating the “cyclical covid-19” baseline is therefore essential when one wishes to properly measure the ROI over these months of health crises.
This measure of the ROI dissociated from the “covid effects” will thus be more comparable to the ROI measured over previous years. It can thus be used in the elaboration of mid term / long term marketing plans.
Measuring ROI is the first step in optimizing these marketing investments.
Besides, during this phase of recovery, it clearly appears that some products that were “over” or “under” consumed during this period of crisis will need to be specifically optimized.
In order to take this particular context into account, it is therefore necessary to carry out analyzes with a finer scope, no longer on the overall sales but on the product category.
We will, for example, dissociate sales of the “furniture” category from those of the “household appliances” category for household goods.
By refining the scope of work, it will then be possible to isolate the “cyclical covid-19” effects on each product category and to measure a category-specific ROI.
We will thus be able to optimize the marketing budget by taking into account the performance of each product during this period of health crisis.