ROMI: putting the marketing ‘M’ into ROI

Peter Rosenwald

Using detailed examples Peter Rosenwald, founding partner with Consult Partners, argues that ROMI (return on marketing investment) is a valuable metric that allows management to compare strategies and allocate resources where they are likely to produce the most bang for the buck.

ROMI: Putting the Marketing 'M' into ROI

Peter RosenwaldConsult Partners

Isn't it marvellous how for so many years marketing managed to stay clear of the bean counters and their seemingly insatiable desire to measure the return on every penny of investment spend? Marketing, we all argued, is special and not subject to the same metrics as other investments. Even if there was no measurable result for the marketing investment, it could be defended as enhancing brand value and thus added to the balance sheet to provide buoyancy for the share price even when profits and free cash flow were...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands