Wednesday, June 23, 2010

For More Accurate Marketing ROI, Think Incrementally

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Return on investment (ROI) is a financial measure that managers use to guide major investment decisions.  For example, suppose that you are ...
Tuesday, June 15, 2010

Analyzing the ROI Formula - Part 3

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This post concludes my discussion of the individual components of the formula used to calculate the return on investment (ROI) of marketing ...
Tuesday, June 8, 2010

Analyzing the ROI Formula - Part 2

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This post continues our discussion about measuring the performance of marketing, including the use of marketing return on investment (ROI). ...
Monday, May 10, 2010

Analyzing the ROI Formula - Part 1

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This is the third in a series of articles about measuring the performance of marketing, including the use of marketing return on investment ...
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Monday, May 3, 2010

The Basic Idea of Return on Investment

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As I wrote earlier , return on investment has become the "gold standard" for measuring the performance of marketing.  Return on in...
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Monday, April 26, 2010

Measuring Marketing Takes More Than ROI

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Over the next several days, I'll be posting articles here about measuring the performance of marketing, including the use of marketing r...
Monday, April 19, 2010

Four Ways to Jumpstart Content Development

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Successful B2B marketing depends largely on the quality of marketing content.  To break through the marketing clutter that fills the environ...