Return On Investment (ROI) on marketing

True ROI is one thing and one thing only. It is the ability to go to the boardroom and say, "From marketing expenditure this year, we have earned £X in incremental, immediate income back to the business and 'Y' in accrued brand assets."

So how do we measure these? Well, firstly, unless you know where you're going, you'll never know when you get there. Agreement from all significant parties in advance, on what will constitute a successful ROI outcome and what the criteria for measurement are, is vital. Getting started, benchmarking is the key.

A communications plan for disseminating the results to internal stakeholders and decision-makers will ensure that the value of marketing - the ROI - is highly visible throughout the organisation.

A sound ROI report includes the specific - what percentage of increase - how many - how much, plus attitude and awareness values - propensity to buy - the building blocks from which to establish the value of brand equity.

Shere Marketing has developed a unique ROI chart that you can use. It contains the key metrics and how to measure them - click to receive this now.