Could this be the Holy Grail?
In a newly published paper, four marketing science and academic gurus 
have tackled the tricky topic of clarifying both the concept of MROI (Marketing Return on Investment) and how companies should go about measuring and applying it.
The gurus are Paul Farris of the University of Virginia’s Darden School of Business, Dominique Hanssens of UCLA Anderson School of Management, James Lenskold of Lenskold Group, and David Reibstein of The Wharton School. The authors says, the four teamed up to tame the challenges and difficulties around determining MROI and to create a common approach to what may be the marketing profession’s most critical, high-level productivity metric.
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