Are Your Marketing Activities Worthwhile?
CMOs, marketing directors and marketing departments are under increasing pressure to justify their marketing activities. In an attempt to do so, they have turned to the “proven” technique of ROI. However, we are concerned that the actual ROI approach taken to justify activities may in fact make things worse. Rather than adopting piecemeal approaches from finance that might justify activities, we believe that marketers need to find a more use set of measurement disciplines. This paper looks at issues with using activity-based ROI and suggests a better approach.
Marketing ROI is a topic of increasing interest. And it’s about time. However, there are some things you have to get straight before you can have a useful discussion on the topic. This paper looks at Marketing ROI from a management perspective, and provides insights into this important metric.