International Journal of Multidisciplinary Research and Growth Evaluation  |  ISSN (Online): 2582-7138  |  Double-Blind Peer Review  |  Open Access  |  CC BY 4.0

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International Journal of Multidisciplinary Research and Growth Evaluation

ISSN (Online): 2582-7138 | Open Access

Analytical Models Addressing Measurement Challenges of Marketing Return on Investment Regulated Services

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Published:

Volume: 1 | Issue: 5 | Pages: 636-648

Subject: Marketing

Country: Nigeria

DOI: https://doi.org/10.54660/IJMRGE.2020.1.5.636-648

License: CC BY 4.0

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Abstract

Analytical models play a pivotal role in quantifying marketing Return on Investment (ROI), particularly in regulated service sectors such as healthcare, finance, and telecommunications where compliance constraints and data limitations often obscure measurement accuracy. This review explores the evolution, methodologies, and applicability of analytical models that address measurement challenges in marketing ROI for regulated industries. It examines econometric, probabilistic, and machine learning–based models designed to integrate fragmented data, adjust for attribution biases, and evaluate long-term brand equity effects. The paper discusses how regulatory constraints—such as data privacy laws, advertising restrictions, and ethical guidelines—limit access to performance indicators, necessitating adaptive modeling frameworks. Furthermore, it highlights the comparative strengths of time-series analysis, marketing mix modeling (MMM), and Bayesian inference techniques in optimizing budget allocation while ensuring accountability and transparency. Emphasis is placed on how hybrid models combining econometric precision with AI-based forecasting improve ROI predictability in environments with high compliance overheads. The review concludes by identifying best practices and future research directions for achieving measurable, compliant, and ethically aligned marketing performance assessments across regulated sectors.

How to Cite This Article

Joanne Osuashi Sanni, Daniel Ajiga, Michael Efetobore Atima (2020). Analytical Models Addressing Measurement Challenges of Marketing Return on Investment Regulated Services . International Journal of Multidisciplinary Research and Growth Evaluation (IJMRGE), 1(5), 636-648. DOI: https://doi.org/10.54660/IJMRGE.2020.1.5.636-648

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Publication Information

Journal: International Journal of Multidisciplinary Research and Growth Evaluation (IJMRGE)

Publisher: Anfo Publication House

ISSN: 2582-7138 (Online)

Frequency: Bimonthly

Language: English

Open Access: Yes - This article is distributed under the terms of the Creative Commons Attribution 4.0 International License

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