False Measure
Posted on
by Chief Marketer Staff
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.
What do some of them do when they’re cornered? They reach into their bag of tricks and pull out ROMI. And occasionally the CFO is dumb enough to fall for it.
Unfortunately, ROMI is just as flawed as ROI
