False Measure: ROMI Allows Marketers to Skew Cost Calculations

The quickest way for direct marketers to get into hot water is to allow themselves to be judged by a useless metric. The return on marketing investment (ROMI) measurement is just that type of metric. Since business runs on dollars, marketers are always measuring something to justify the work they do. But when ROI falls short, they find themselves getting beaten up by the CFO.

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