Calibrero @ Work

Now available: Survey Results ‘Boardroom Views on Effective Marketing ROI Reporting’

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).

It is clear from the above that marketers do want to report their marketing ROI. But at the same time they find it difficult to express marketing value in monetary tems (value-based). Hence, the many variations in marketing ‘ROI’ reporting.

To find out which of these reporting variations are the most effective, Calibrero conducted a research study to solicit the input from management board members. Over 100 participated and helped us find answers to the following questions:

1. How do board members define the marketing role?
2. How satisfied are they with current marketing ROI reporting?
3. Which metrics effectively link marketing performance to company profit?
4. Which marketing value drivers are considered fit for marketing ROI calculation?

Find out how to best report your Marketing ROI to the C-Suite. Request the FULL Research Report (Free).