Why it matters
With the coronavirus health crisis severely impacting businesses, it is time for brands to review their Key Performance Indicators (KPIs) and ask if they are calculating their Return on Investment (ROI) effectively.
Takeaways
- Marketers in India measure ROI on campaigns incorrectly, often measuring KPIs instead. Some measure their campaigns much before the sale cycle ends, while others measure too late.
- Past marketing successes and failures have been rendered invalid thanks to the pandemic. Now is a good time for marketers to revisit data and tweak KPIs to suit the current environment.
- Stakeholders need to be made...