Mythbuster: Marketing's obsession with efficiency

Les Binet and Sarah Carter explain the difference between return on investment (RoI)and profitability when measuring the effectiveness of campaigns and why people believe that RoI is a good thing without any real appreciation of what it means.

Mythbuster: Marketing's obsession with efficiency

Les Binet and Sarah CarterDDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them... like marketing's obsession with efficiency.

We had an email exchange with someone the other day. It was about measuring the profitability of a campaign. It seemed we were talking at cross purposes, until we realised why. We thought we were talking about profit. But they were talking about RoI, and thought it meant the same thing.

This seems to arise a lot now. In much the same way that 'brand...

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