Special Report on
Improving return on marketing investment
Improving return on marketing investment - Trends
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This may be a sweeping generalization, but most marketers and agency people I meet do not understand Return on Marketing Investment. It is the biggest reason marketing is not taken seriously by senior management. When you can’t justify our investment using the same language that they evaluate all other investments, you will not get that additional budget you have been asking for. In the online advertising world, most tend to evaluate and optimize their campaigns based on Click Through Rate (CTR), Cost Per Click (CPC), or Cost Per Application (CPA). The best way I have found to improve digital campaign performance is to focus on ...
One of the greatest challenges for marketing professionals is to “probate” the results of their activity in terms of financial numbers. To do so, a simplistic approach that might still be in use in organizations which lack an accurate performance measurement system is looking into the value of sales. Fair enough, marketing efforts should, in the end, lead to selling as much as possible. Brand building, image construction, client relationship optimization and all other marketing directions aim, in the end, at generating sales. However, sales can be due to other reasons than marketing ... Read More
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IMPROVING RETURN ON MARKETING INVESTMENT
Marketing ROI Increases Through Dynamic Call Tracking
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