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,...
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.
