Measuring ROI for marketing

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All good marketing programs or campaigns set objectives for ROI (Return on Investment) and measure actual ROI upon completion. But we find that ROI methods differ greatly between organizations and comparisons are problematic. This is because many factors contribute to the success of your campaign: response rates, click-through rates, lead rates, conversion rates or win rates. And there are many ways of measuring that success: cost per lead, cost per channel, etc.

We recommend a simple measurement that will work every time: Expense to Revenue (E:R) ratios.

	How much did you spend to implement your campaign?
	How much revenue did you make as a result?

This is a simpler calculation that will enable you to measure and compare the success of many different campaigns - no matter what the media or how complex a structure.

Learn more on these other pages...

Design a Campaign: Step 3 - Expectations
Setting realistic expectations for your marketing campaigns

Design a Campaign: Step 7 - Cost and returns
One of the final steps to designing a campaign is estimating costs and returns

Need help?

Need ROTs or norms for other parameters?

Just ask! We have a comprehensive set of norms based on real experience in the "IBM and Partner world". Our huge database of results almost certainly contains some examples that overlap with your targets, your solutions and your size of company.

How to ask us

Call or email
Lisa Jochimsen
888-500-2536
Lisa.Jochimsen@kmaone.com