Where are you looking for?

First, why is ROI the wrong metric for campaign-oriented marketing? Ask yourself: Are you trying to understand if the effort did work or whether it will work? If the former, you must capture on the measurements that quantify whether you met your goal. But let’s be clear, goals such as on some of incremental sales revenue, cost per lead generated, cost per sale generated, and cost of a new customer are not returns on an investment; neither are they even goals. These are accountability metrics toward a particular business goal. Continue reading “Where are you looking for?”