Category Archives: ROI

MROI – A marketing manager’s bane!

Talk¬†about MROI (Marketing Return on Investment) greatly distresses/annoys a marketing manager. That is because in most cases, in marketing, it is so difficult to measure one. Basically, a return on investment is calculated by comparing initial costs with expected benefits. In marketing, the costs are obvious, which is investment in marketing execution. However, the benefits can get hazy. When marketing via multiple channels, it can be hard to point out sometimes which channel led the consumer to make a purchase decision. The ongoing analysis is…

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