Day: March 17, 2013

Measuring ROI can hurt more than it can help

imgresThe hardest thing for any marketer to do is to directly tie their marketing back to turning a consumers into a customer.  Countless hours are spend by marketers researching ROI and presenting results to executives but I would argue that those hours could be better utilized in understanding your audience rather than trying to prove that you are improving the balance sheet.  I would further argue that all marketing programs working together (integration) are greater than the parts of any one marketing program. Continue reading »

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