Key Objectives

• To Develop comprehensive ROI calculations including impressions linked to offline conversion as well as online
• Assess impact on brand building metrics including awareness and brand image

Methodology
The methodology was designed to:

• Reflect real market conditions
• Provide a non-artificial test environment to the extent possible
• Offer adequate sample for statistical significance

Key Highlights

• Return on Investment (ROI) analysis shows that online local, directory and classifieds are extremely efficient vehicles.
• A significant portion of conversions occur offline and those must be incorporated in the ROI calculation to recognize the full benefit
• Online local, directory and classified listings offer significant branding benefits

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