Project ROMI
Turning Marketing into Enterprise Value
A Finance-Grade Framework to Link Marketing Investments to Long-Term Free Cash Flow
The Problem
Marketing and Finance are misaligned
Decisions are biased toward short-term ROI, undervaluing brand and long-term growth.
Three friction points
- Different metrics and definitions
- Different time horizons
- Different language and priorities
The Solution
The Solution: Project ROMI
A unified, finance-grade system that quantifies how marketing drives enterprise value.
- Activity Step 1 Marketing Activities
- Person Step 2 Individual (Person-Level)
- Loyalty Step 3 Lifetime Value (LTV)
- Cash Step 4 Free Cash Flow Over Time
- Value Step 5 Enterprise Value (EV)
Key Objective
“To create a finance-grade, unified system that quantifies how marketing drives enterprise value by linking marketing activities to long-term free cash flow at the individual (person) level.”
The Impact
The Impact
Better decisions. Stronger alignment. Sustainable growth.
Shared language for CMO & CFO
Better budget allocation
Stronger long-term enterprise value
4A · Integrated Measurement System
Powered by an Identity Graph
Project ROMI brings together proven methodologies into one person-level system, powered by an Identity Graph. These inputs are unified at the person level to measure true incremental impact of marketing on financial outcomes.
Graph
- Lifetime Value (LTV)
- Multi-Touch Attribution (MTA)
- AI Decisioning & Optimization
- Brand Equity / Brand Lift
- Econometric / Marketing Mix Modeling (MMM)
- Randomized Controlled Tests (RCTs)
4B · THE ROMI EQUATION
A finance-grade equation that values each person’s contribution
At the heart is a finance-grade equation that values each person’s contribution.
- E [ FCFi(t) ] expected free cash flow from person i in period t
- r weighted average cost of capital
- OH(t) overhead not traceable to a single consumer
4C · ROMI Calculator
A decision tool that translates strategy and spend choices into enterprise value.
- Cumulative EV ($)
- Investment Scenario A
- Base Case
- Cut Scenario (−20%)
- Budget changes
- Channel reallocations
- Audience / message shifts
- Economic or competitive changes
- Incremental LTV $48M
- Free cash flow impact $31M
- Enterprise value impact $214M
- ROI / ROMI 3.8x
“Compare trade-offs. Run scenarios. Make smarter, long-term decisions.”
What Makes It Different
What Makes Project ROMI Different
- Finance-Grade Valuation Uses DCF and free cash flow to measure enterprise value.
- Person-Level Granularity Traces value to one consumer, one message, one moment.
- Integrated, Not Siloed Unifies all major measurement methods into one system.
- Short- and Long-Term Balanced Captures both immediate returns and future brand-driven growth.
- Optimized for Growth AI and analytics identify the best investments for maximum LTV.
End State Vision
From Marketing Activity to Enterprise Value
- 01
Shared language between Marketing and Finance
- 02
Accountability and rigor equal to Finance
- 03
Marketing as a measurable driver of enterprise value
- 04
Sustainable growth and long-term shareholder value
Driving Value. Together.
Get Involved
Bring finance-grade measurement to your marketing.
Project ROMI is an active Marketing Attribution Think Tank initiative. Tell us about your interest and the team will be in touch.
- Finance-grade valuation, using DCF and free cash flow.
- Value traced to one consumer, one message, one moment.
- A shared language for CMO and CFO.
Each Consumer, Each Message, Each Moment. Measured in Enterprise Value.