MCK’s MDP framework connects marketing activity with business decisions through six elements: objectives, data, projections, monetization, ROI and ROAS. Its purpose is to move reporting beyond isolated platform metrics.
Objectives
Define the customer and business outcome before selecting indicators.
Data
Validate sources, definitions, consent and the gaps between advertising, analytics, CRM and transaction systems.
Projections
Estimate scenarios using explicit assumptions about demand, conversion, value and capacity. A projection is a decision aid, not a promise.
Monetization
Translate qualified outcomes into economic value while accounting for quality, margin and timing.
ROI and ROAS
ROAS compares advertising revenue with media cost; ROI considers the wider investment and return. Both depend on attribution and cost definitions.
The framework is useful when every element is transparent and revisited as evidence changes. Its value lies in improving allocation, not producing one impressive number.
