Question

Topic: Research/Metrics

A Working Roi Markering System?

Posted by Anonymous on 2/5/2004 at 8:51 PM ET 50 Points
Did anybody implement a working ROI markering system?

I've seen a lot written on the topic of how useful it is, but not seen many examples. In particular, nobody seems to be willing to share their metrics. That generates a question whether it's too sensitive or the system might not be up to par to withstand the studious scrutiny of the outside world.

I wonder if anybody can share what they consider to be a working ROI marketing system.

Thanks.
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  • Posted by Blaine Wilkerson on 2/5/2004 at 9:36 PM Accepted
    Good question.

    I believe the reason it is hard to find a good working example of an ROI system is because most metrics are created by the very firms who are to receive the rewards of such results.

    This creates a fundamental conflict of interest do to the biast nature of the designers...whether intentional or not.

    ROI analysis is variable, to say the least. There are some "calculators" and "experts" who have supposedly devised scientifically sound ROI methods. But all are arguable.

    For the sake of example, here's a link to a email ROI calculator. https://www.marketingtoday.com/tools/roi_calculator.htm

    If I happen to find anexample, I'll forward it to you!!

    Good luck!



  • Posted by Pepper Blue on 2/5/2004 at 9:40 PM Accepted
    There are two books you should check out:

    1) Return On Marketing Investment by Guy Powell

    2) Marketing ROI by James D. Lenskold.

    Both give calculations, formulas, and examples to work through.

    I'm sure Amazon.com would be happy to help you out.

  • Posted by ReadCopy on 2/6/2004 at 1:26 AM Accepted
    ROI is not only useful its VITAL.

    You can develop an ROI system for tactical marketing amazing easily, all you need is a spreadsheet.

    Enter the following basic column headings: Tactic, Goal, Cost, Eyeballs, Cost per Eyeball, Sales Leads (forecast and actual), Cost per Sales Lead (forecast and actual), Sales (forecast and actual), Cost per Sale (forecast and actual).

    Put in all your tactical activities, goals (objectives) and additional data / formulas and start monitoring.

    Its so simple, and helps at budget time when someone wants to cut your budget, you can 'prove' the impact of having less money. If you drop me an email (andrew.scaife@ntl.com), I will send you a basic version of mine.

    Good Luck
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