Category Archives: Marketing ROI

The marketing ROI problem has its roots in marketing culture

Problems demonstrating marketing ROI? Think about company performance rather than marketing performance and reconsider your metrics. Shiv Gupta on May 14, 2024   Why is putting a figure on marketing ROI still a problem? While advances in marketing analytics and technology have been made, a significant portion of businesses still report facing difficulties in calculating … Continue reading The marketing ROI problem has its roots in marketing culture

Predictable marketing ROI is doomed: The MarTech Conference day 2 keynote

Marketing operates in a complex, volatile environment and your thinking needs to reflect that. Constantine von Hoffman on September 29, 2022 Marketers must stop looking for a magic “predictable ROI” formula and embrace marketing’s complex realities, says Kathleen Schaub, an expert on modernizing marketing organizations.  “Marketing gets its unpredictability from the tangled connectivity and interactions … Continue reading Predictable marketing ROI is doomed: The MarTech Conference day 2 keynote

IT Teams Should Have More Accountability For Marketing ROI, Study Says

IT Teams Should Have More Accountability For Marketing ROI, Study Says by Laurie Sullivan  @lauriesullivan, September 9, 2022 Marketing and information technology are increasingly becoming integrated. Experts say that as artificial intelligence is increasingly being used and ad targeting is relying more on automation, combining the two departments or drawing a strong link from one … Continue reading IT Teams Should Have More Accountability For Marketing ROI, Study Says