ROI is dead: now bury it

In this article on advertising accountability, Tim Ambler, of the London Business School, examines the prevalent use of ROI (return on investment).

ROI Is Dead: Now Bury It

Tim Ambler London Business School

Advertising and advertisers are being increasingly held to account. Quite right too. 100 years ago CEOs started worrying about which half of their advertising was wasted, and it is...