Tag: ROI

Understanding the ROI of your data-driven marketing

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Years ago marketing was a much simpler proposition; create advertising campaigns and build brand awareness and as long as this created some leads for sales, your job was done. Instead of being measured on the ‘value’ of marketing activities, marketers were measured on the ‘spend’ of their marketing activities. Times have changed. Marketers are now held accountable for their contribution to revenue. With this accountability, and vast availability of customer engagement data, marketers can no longer be in a vague position around attribution to revenue; they have the ability to measure attribution more accurately, and therefore they are on the hot seat too.

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