Metrics and measurement
Return on investment (ROI) measures how much an invested sum yields against what it cost, and it is the acronym that appears most often in these articles when the subject is marketing performance.
Whoever signs the budget uses it as a question in three parts: what does it cost, what did it produce, what happens if we cut it. A campaign that grows in visibility and leaves revenue flat has answered one part only.
An example
The marketing lead of a manufacturing company shows the board a rise in social interactions and the finance director asks what that growth is worth in money. Return on investment travels into the boardroom when it arrives as a figure that already exists in the finance team's own documents and that marketing can show it moved.
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