Project Worldwide has unveiled a new strategic intellectual property (IP) titled Math of Marketing, aimed at redefining how marketing effectiveness and return on investment (ROI) are measured in the Indian market. Designed as an ongoing framework rather than a one-off publication, the initiative seeks to create a more rigorous, evidence-led approach to evaluating marketing performance amid India’s rapidly evolving business landscape.
The first outcome of the initiative will be a comprehensive report titled Math of Marketing: How Modern CMOs Measure What Matters. Based on an extensive study, the report will capture insights into how Indian marketing leaders assess impact, balance short-term performance with long-term brand building, and navigate the growing complexity of tools, data and technologies.
Bringing together senior marketing leaders from both B2B and B2C sectors, the Math of Marketing framework will examine critical areas such as the linkage between brand metrics and business outcomes, customer retention and loyalty, attribution models, and the role of experimentation and technology adoption within marketing teams.
Commenting on the launch, Chris Meyer, global CEO of Project Worldwide, noted that India is at a crucial stage where evidence-based marketing can unlock the next phase of economic growth. He emphasised that the initiative aims to build a strong analytical foundation to better understand what drives brand value and commercial success in one of the world’s most dynamic markets.
Rasheed Sait, chief growth officer of Project Worldwide India and South Asia, added that as the marketing ecosystem grows more complex, the industry requires a standardised language to define success. According to him, Math of Marketing will offer India-specific blueprints to optimise media mix decisions, creative effectiveness and long-term marketing investments.
Going forward, Project Worldwide plans to expand the initiative through industry consultations, roundtables and hands-on workshops focused on real-world marketing challenges unique to the Indian context.
