The Nature of Marketing and ROI

Thu, 01 Mar 2007 00:00:00 -0500
Event Recaps

This snapshot provides an overview of the challenges and issues of measuring ROI in marketing. Is marketing an art or science? Why does this matter to ROI? The simplest answer is that how one positions marketing and their expectations about it inevitably influences how one thinks about how to evaluate marketing's value. For example, thinking about calculating the ROI on a Picasso or Pollock's work is very different from assessing the ROI on a scientific discovery such as Lipitor or a Blackberry or measuring the ROI impact of a direct marketing campaign.