Get your bottom-line results where you want them by putting your
marketing campaigns and initiatives to powerful new use
Marketing is all about understanding and serving your customers'
needs--but how do you know that your events, campaigns, and
communication initiatives are working at top effectiveness? And how can
you determine whether your marketing investments are reaping real
rewards? ROI (Return on Investment) is a performance measure used to
evaluate the efficiency of all types of investments, and in this
powerful guide, the team at the ROI Institute offer you a proven method
for understanding your own marketing benchmarks as never before.
Drawing on real data collected from real cases of real companies in a
variety of industries, ROI in Marketing uses a data-driven process to
help you measure:
- Input, including types of projects, audience reach, number of
customers, costs, and more
- Reactions of target groups to products, services, and messages
- Actions, including how to process and monetize what the target group
thinks, believes, and knows
- Business impact of actions taken by the target group and their
influence on sales, new accounts, and profits
- ROI, monetary benefits of marketing programs compared to costs
- Intangibles, such as image, reputation, corporate social
responsibility, and more
Packed with actionable, results-driven processes, ROI in Marketing
offers a powerful blueprint for transforming how you interact with your
customers to get clear bottom-line results.
