Marketing ROI: making accountability work

In this introduction to Admap’s focus on measuring ROI (March 2004), the only two ways of measuring bottom-line success of marketing effectiveness – modelling and measure-and-test - are briefly described; and the implications of the internet discussed.

Marketing ROI: makingaccountability work

Accountability means different things to different people. This is one of the many reasons why marketers, and theiragencies, have often found it so difficult to demonstratethe success (or...