The ROI Imperative
How to Build Measurable Value
Bart MooreAtlantic Research, United States
Dee AllsopWirthlin Worldwide, United States
More and more clients have been asking for ROI . . . Decisions are being made based on the ability to show ROI. Agency VP, Media Director
INTRODUCTION
In today's world, decision makers and marketing executives place increasing importance and create a growing demand for evidence of successful return on investment (ROI). At the same time, the inability to demonstrate precise ROI from advertising is a central challenge to advertising and marketing executives and the principal basis on which...