What is ROI?

Return on Investment (ROI) has become a central element of almost all aspects of marketing, but while it has bought the industry closer to the sort of analysis used to make a variety of other strategic business decisions, it is not as clear cut a measurement tool as it may first appear.

What is ROI?

Andrew GreenZenithOptimedia

BACKGROUND

The quest for ROI – Return on Investment – is close to the hearts of CEOs and Finance Directors, who want to treat marketing just like other capital investment projects.

They know, for example,...