Improved Marketing ROI Shouldn’t Be Your Metric, This Should
My team often engages in client projects designed to improve marketing outcomes. Many times, clients describe their primary objective as an increased return on marketing dollars or return on investment (ROI). However, this is often the wrong object and their real goal should be improved marketing effectiveness.
“That sounds like semantics,” you say? Yes, this is an argument over semantics, and in this case, semantics matter.
When stating the primary objective as improved marketing ROI, the aperture is usually focused on an optimization exercise, which pits financial resources on one side of the equation and levers — such as channel spend, targeting algorithms and A/B testing — on the other side.
A couple of decades ago, marketing analytics recognized that specific activities were easier to link, with outcomes based on data that was readily available.
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