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Marketing ROI

Author: James Lenskold

Marketing is becoming more challenging and costly with the intense competition and overall clutter in the market. Corporate marketing departments are constantly looking for ways to generate more profits with tighter budgets.

As a result of the rapid growth in Internet and Customer Relationship Management (CRM) technologies, there is a greater capability and focus on measuring the Return on Investment (ROI) of marketing activities. There is a new industry evolving that focuses on marketing measurements and the technology needed to capture the business intelligence needed to support these measurements.

This book guides marketing practitioners of all levels on using financial tools to support their strategic decision-making and provides a clear outline for how and why ROI should be the central measurement for making marketing decisions. Marketing managers receive minimal training on ROI and many highly skilled marketers still do not use this measurement tool accurately or strategically. New measurements such as Customer Lifetime Value catch the interest of marketers but are limited in maximizing profits. Accurate marketing measurements are heavily dependent on understanding how ROI works in the marketing environment.

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