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

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