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No One Knows the Definition of Marketing ROI

The Association of National Advertisers (ANA) and Forrester Research today released the top-line results of an exclusive survey on the marketing accountability and ROI. Jim Nail, Principal Analyst, Forrester Research, Inc., discussed the results at ANA's Marketing Accountability Forum, which took place today at The Grand Hyatt in New York.

The survey of 54 ANA members revealed a lack of consensus among marketers on how to measure/define their return on investment (ROI) in marketing. Some 78% cited measuring the sales impact of marketing as somewhat/very difficult. In addition 70% said gaining agreement on the definition of ROI as somewhat/very difficult

When asked for the definition of definition of "marketing ROI," answers where all over the place:


Written by Steve Hall    Comments (0)     Jul-19-04  

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