Gauging marketing ROI: Critical techniques in practice

Abstract

Purpose

This paper reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

There is no shortage of opinions about how to determine returns on marketing investments – ROI. First, there is the question of which ROI numbers to use as, for example, one poll found that marketers have 27 ways to define leads. There are also few company‐wide standards, let alone industry standards.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2007), "Gauging marketing ROI: Critical techniques in practice", Strategic Direction, Vol. 23 No. 9, pp. 25-27. https://doi.org/10.1108/02580540710779744