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.”