Market Connections' proprietary Return on Marketing Index^TM (RMI) provides a succinct metric against which to measure and demonstrate marketing success. The RMI combines overall familiarity with the understanding of product and service offering breadth.

This measurement is especially helpful to organizations that offer a broad range of products and services, but are particularly well-known for a specific few. Companies use the RMI to better identify certain demographic groups and service or product offerings in greatest need of marketing push.

The RMI score ranges from 0 (poor: little familiarity or understanding) to 100 (perfect: high familiarity and understanding of product/service breadth). Market Connections customizes the index to reflect your business and meet your needs.

The following chart shows an example of how the RMI score can vary across different demographic categories. The RMI can be raised by either increasing overall familiarity of the company, or increasing the depth of knowledge of the product and service lines among those already familiar.