Return on investment. These three little words have never packed such a big, powerful punch as they do in today’s marketing environment. How much of a punch? IBM's recent chief marketing officer study found almost two-thirds of CMOs think ROI will be the primary measure of their marketing effectiveness by 2015.
With ROI in the driver’s seat as the definitive measure of success in marketing, the pressure is on marketing leaders to make sure it’s measured accurately. What are the best ways of doing so? While ROI calculations can be as unique and diverse as the companies that use them, generally speaking there are a couple of options: basic and advanced....
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