Project Worldwide has launched ‘Math of Marketing’, a proprietary intellectual property designed to address marketing effectiveness and measurement in India. Announced in Bangalore, the initiative debuts with what the company describes as India’s largest study on marketing ROI and is positioned as a long-term strategic pillar.
The IP is intended to respond to growing complexity in the Indian marketing landscape, where brands face pressure to balance short-term performance metrics with sustained brand equity. From an advertising perspective, the framework aims to provide a common measurement language across media, creative and technology.
Chris Meyer, global CEO, Project Worldwide, said India is at a stage where evidence-based marketing is critical to future economic growth. He said the IP establishes a rigorous foundation for understanding brand value and commercial outcomes in a fast-evolving market.
‘Math of Marketing’ focuses on several interconnected areas. These include proprietary KPIs designed to bridge brand health and revenue, frameworks for managing the tension between immediate ROI and long-term brand building, and measurement models for customer retention and loyalty as growth drivers.
The initiative also examines future-facing topics such as AI adoption, advanced attribution models and modern marketing technology stacks, with a specific focus on 2026 planning cycles. Another area of focus is experimentation culture, assessing how brands approach agility, testing and investment efficiency.
The first major output under the IP will be a flagship report titled ‘Math of Marketing: How Modern CMOs Measure What Matters’. The report draws from inputs across B2B and B2C sectors and is intended to set new benchmarks for effectiveness measurement in India.
Rasheed Sait, chief growth officer at Project Worldwide India and South Asia, said the industry requires more than data and needs standardised frameworks to guide decision-making. He said the IP is designed to help brands optimise media mix, creative effectiveness and long-term investment.
Over the coming weeks, Project Worldwide plans to activate the IP through industry consultations, expert roundtables and collaborative workshops. These engagements are aimed at translating the framework into practical guidance for marketers dealing with fragmented media environments and evolving consumer behaviour.
‘Math of Marketing’ positions itself as a strategic tool rather than a one-off study, reflecting the industry’s increasing demand for accountability, clarity and consistency in how marketing success is defined and measured.
