Global Program Manager,
The B2B Institute @ LinkedIn
Most marketers will tell you to measure ROI. However, most marketers will also admit that it’s pretty much impossible to measure ROI. Yet that doesn’t stop us from trying. But let me attempt to convince to stop trying. Let me attempt to convince you that ROI is a really, really bad marketing metric… at least in isolation.
Let’s pretend for a minute that you are actually able to measure ROI. You run two campaigns: Campaign A has 11% ROI. Campaign B has 100% ROI. Which campaign would you rather run? A or B? Most marketers would clearly choose 100% ROI.
But let me fill you in with some more details – and while I do, think about how ROI gets calculated. How did Campaign A generate 11% ROI? Well that campaign cost $9MM to run, and it generated $10MM in revenue. So the return is $1MM, on a $9MM investment, …