C-Suite’s Top 5 Marketing ROI Metrics

Earlier this year, I conducted a research study on Boardroom views regarding effective marketing ROI reporting. In order to find out which metrics are most effective in linking marketing performance to company profit, 108
Board members answered the following question:

How much do the following KPI’s tell you about marketing’s

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!

Calibrero has partnered with DutchmarQ

DutchmarQ offers professional B2B market services including interim & project management. Our mission is to bring new meaning, business sense and ROI to marketing and social media marketing in B2B. Our experience and references cover companies in sectors such as IT & Technology, Utilities and Consulting in both the Netherlands and internationally.

Says Ewald Jozefzoon, Managing Director Calibrero: “The cooperation between DutchmarQ and Calibrero has already proven to be a testimony to synergy, combining our expertise in marketing ROI solutions with DutchmarQ’s strong background and focus on Social Media Marketing.”

Het Verschil Tussen Virtual En Vital Marketing – RU 4 Real?

Er zijn twee type marketeers: de virtual marketing types of de vital marketing types. Het verschil tussen de twee hangt af van het antwoord op de volgende vraag: RU 4 Real?  Die marketeers voor wie het antwoord op deze vraag nee is, behoren tot de virtual marketing types. Is het antwoord hierop ja, dan behoort de marketeer tot de vital marketing types.

Om uit te leggen wat het betekent (2b or not 2b 4 real), begin ik met een omschrijving van het virtual marketing type. Zo wordt het woord virtueel beschreven in mijnwoordenboek.nl:

“Ogenschijnlijk (als tegenstelling tot werkelijk of absoluut), b.v.een simulatie van de functies van een functionele eenheid (computer en de daarbij behorende apparatuur).Voorbeelden: virtueel geheugen, virtueel gegeven, virtueel circuit.”

The Difference Between Virtual and Vital Marketing – RU 4 Real?

As a marketer, you can only be one of two marketing types: the virtual marketing type or the vital marketing type. The difference lies in how you answer the question: RU 4 Real?  The ones that aren’t for real, are the virtual marketing types. By extension, the marketers that are for real are the vital marketing types.

To explain what this means (2b or not 2b 4 real), let me start by describing the virtual marketing type. Here follows the freedictionary.com definition of the word virtual:

vir·tu·al (vûrch-l) adj.

Social Media En De Alles-Of-Niets Valkuil

Desalniettemin begin ik mij af te vragen of sommigen de betekenis van social media niet schromelijk overdrijven. Alsof social media de panacee zijn voor alle marketing uitdagingen. Ik geef twee voorbeelden:

‘Harden’ Your Social Media Marketing ROI

‘Hard’ ROI is, of course, a flaming pleonasm. Why? Because there is no such thing as ‘soft’ ROI. ‘Soft’ ROI is an illusion. It’s like the mirage of a water-rich oasis in the middle of a scorching desert. All the ‘returns’ on engagement (roe), on objectives (roo), on interest, on influence together will never ever produce even an ounce of ROI. That’s because ROI means

How To Measure 360° Marketing ROI – Part 2: Value of Commercial Effectiveness

In part 2 of my blog post ‘How To Measure 360° Marketing ROI’, I elaborate a bit more on the practice of calculating Total Marketing Income. In part 1, I indicated that marketing cannot and should not measure its success directly based on sales revenue. This is because marketing usually doesn’t sell directly. Sales does. In determining Total Marketing Income, marketing should focus on how successful it has been in maximising the company’s commercial profitability. And marketing has three value drivers at hand to accomplish this: