in a similar way the second romi concept, long-term romi can be used to determine other less tangible aspects of marketing effectiveness. for example, romi could be used to determine the incremental value of marketing as it pertains to increased brand awareness, consideration or purchase intent. in this way both the longer-term value of marketing activities (incremental brand awareness, etc.) and the shorter-term revenue and profit can be determined. this is a sophisticated metric that balances marketing and business analytics and is used increasingly by many of the world's leading organizations (hewlett-packard and procter & gamble to name two) to measure the economic (that is, cash-flow derived) benefits created by marketing investments. for many other organizations, this method offers a way to prioritize investments and allocate marketing and other resources on a formalized basis.