Value

I attended a session at the MN AMA conference recently. A former professor of mine, Dr. Sailors, from the University of St. Thomas was talking about Marketing ROI. Is ROI the best way to examine all projects. It is certainly a factor, particularly when budgeting, but how is it weighted against other factors such as key performance indicators around response and customer touch-points, awareness, brand elevation? Many find it difficult to convince leadership of the entire spectrum. Is ROI the panacea for marketing budgets and decisions? Share your thoughts by commenting!

By: Laura Kalies
laurak@sightmarketing.com