It’s ROI, but not as you may know it

Rather than the story that marketers place acquisition and retention above ROI (MW 27 August) being a sign that we are entering an era obsessed with execution over evaluation, I suspect something else is going on.

Could it be these marketers have never been exposed to the right kind of measurement? If they had been presented with the power of unravelling multichannel campaign activity and then interrogating it against the realities of a database coupled with external factors that so many fail to measure, perhaps they would view measurement with the importance it deserves. Maybe we’re not seeing a new breed of less analytical marketers, rather an industry failing to champion multi-channel measurement.

David Perkins
CEO, Indicia Group

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here