Microsoft is interested in gaining a better understanding of how to assess the effectiveness of its marketing expenditures, specifically in the entertainment devices division and to more fully understand current best practices in the area of ascertaining 'return on investment' in marketing spend rates.
In order to determine marketing ROI, students conducted thorough research on annual reports with an emphasis on entertainment and consumer electronic industries. They also spent time researching how these standards change over time comparing them with Microsoft’s product launches and divisional spend rates.
Students determined that marketing mixed modeling which is a regression based marketing spend model was the most accurate way to determine marketing ROI. They presented their findings as to which methods the best companies are using to measure the effectiveness of marketing and the best practices that should be applied at Microsoft.