Marketing Effectiveness: It's More Than Just ROI
Gordon Wyner
The task of tying marketing investment to business performance is serious business, but too often it is reduced to buzzwords. Terms like ROI, customer value, and optimization all have meaning and relevance, but are often used imprecisely to promote very specific solutions to broad business issues. Decades ago, when few were paying attention to the need to connect marketing to finance, it may have been excusable to use such semantic hooks to grab attention. But now that there is an accepted mandate to understand and measure the financial impact of marketing,...