Now available: Survey Results ‘Marketing ROI Reporting To The C-Suite’

What is the most effective way to measure and report on marketing ROI? This may seem like a strange question. After all, the term ROI (return on investment) is an accounting term that is very clearly defined. Nevertheless, over the years, a good number of marketers have been ‘creative’ in applying ROI-methodologies to marketing. There are too many examples of marketers reporting non-monetary KPIs (performance-based) - or sometimes even plain marketing activities (activity-based) – under the ROI label. In other cases, the ‘ROI family’ is being extended with exotic non-monetary variations such as, for instance, ROO (return on objectives) or ROE (return on engagement).

Marketing ROI Reporting To The C-Suite

What is the most effective way to measure and report on marketing ROI? This may seem like a strange question. After all, the term ROI (return on investment) is an accounting term that is very clearly defined. Nevertheless, over the years, a good number of marketers have been ‘creative’ in applying ROI-methodologies to marketing. There are too many examples of marketers reporting non-monetary KPIs (performance-based) - or sometimes even plain marketing activities (activity-based) – under the ROI label. In other cases, the ‘ROI family’ is being extended with exotic non-monetary variations such as, for instance, ROO (return on objectives) or ROE (return on engagement).

Marketing ROI – Not Exactly Science?

There is continued discussion on whether marketing is an art or a science. The short-cut difference being that for marketing, as an art, it would be impossible to predict or measure commercial results. Whereas for marketing, as a science, it would be possible. The discussion is, however, an exercise in futility. After all, the question ‘is marketing an art or a science?’ presents a false dilemma.

To me, M.C. Escher’s work is a great metaphor for marketing. His work is as  much geometry (science) as it is art. Similarly, marketing isn’t either art or science. It is both!