Understanding the New ROI of Marketing
In order to justify their continued existence to families, co-founders, and investors, most startups are very focused on measurement. However, the most accurate metrics in the world have little meaning if they measure the wrong business facts or are interpreted incorrectly.
If you’re tracking monetary return on investment (ROI) as the sole criterion to determine if your marketing programs are working, then you need to catch up to the 21st century because you’re missing a big part of the picture. No longer does ROI stand only for return on investment.
