Project Worldwide has unveiled a new strategic intellectual property (IP) titled Math of Marketing, a long-term initiative designed to deepen industry understanding of marketing effectiveness and return on investment (ROI) in the Indian market.
The initiative has been rolled out with a large-scale research study focused on evaluating how marketing investments translate into measurable business impact, at a time when brands are under increasing pressure to justify spend and demonstrate tangible outcomes.
Framework to go beyond a one-off study
Unlike traditional research reports, Math of Marketing has been positioned as a continuous industry framework rather than a single publication. The programme will bring together senior marketing leaders from both B2B and B2C organisations to examine how performance is tracked, how short-term campaign results are weighed against long-term brand equity, and how marketing teams are adapting to new technologies and analytical tools.
The framework will explore key areas including the correlation between brand health metrics and business performance, customer retention and loyalty patterns, attribution modelling, the role of marketing technology, and experimentation practices within teams.
India at a “pivotal juncture”: Chris Meyer
Commenting on the launch, Chris Meyer, global chief executive officer of Project Worldwide, said India’s economic trajectory makes marketing accountability more critical than ever.
“India is at a pivotal juncture where evidence-based marketing is the key to unlocking the next phase of economic growth. By launching this IP, we are establishing a rigorous foundation for understanding the drivers of brand value and commercial success in one of the world’s most dynamic markets,” Meyer said.
Call for standardised measurement language
Rasheed Sait, chief growth officer, Project Worldwide India and South Asia, said the growing complexity of India’s marketing ecosystem has created an urgent need for common benchmarks and structured evaluation models.
“As India’s marketing ecosystem becomes increasingly complex, the industry needs more than just data—it needs a standardised language for success. With the launch of the ‘Math of Marketing’ IP, we are providing brands with the India-centric blueprints necessary to optimise media mix, creative effectiveness, and long-term investment,” Sait said.
Industry consultations planned
Project Worldwide said the initiative will be expanded through a series of industry consultations, leadership roundtables and workshops, aimed at addressing practical challenges faced by marketers operating in India’s fast-evolving digital and media landscape.
The company expects Math of Marketing to serve as a reference framework for brands seeking to improve marketing accountability, optimise spend, and build sustainable long-term growth strategies in the country.
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