Return on investment - new ways to make the numbers work

Discusses return (ROI) on marketing investment, and some misconceptions. ROI is more than a direct response metric.

Return On Investment

New Ways To Make The Numbers Work

David HughesCanon USA

If you're like many marketers, you're being asked like never before to consistently allocate your marketing spend based on a clear understanding of the ROI from each element of the marketing mix. Creating measurably impactful marketing communications — the ones that build brands and optimize the investment-return tradeoff — is an intricate dance between creativity and financial modeling. Whether our individual responsibility is advertising, direct marketing, “CRM,” or some amalgamation of these disciplines, our focus is customer interaction, and it's a whole new ROI-driven ball game...

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