Tag: ROI

Improved Ad Impression and Audience Reach Measurement Tools Coming for Digital Campaigns

Ever since marketers started paying for advertising, they’ve wanted to know if it’s working. Marketers who write the checks for digital campaigns want accountability from the media space providers, too. Defining and measuring ROI has been difficult until now but vendors are rolling out new tools designed to make a difference.

Marketers Resolve to Improve ROI Measurement Tools

If there’s one lesson merchants have learned from the recent recession, it’s that they must measure return on investment (ROI) to track and improve profitability. Merchants are especially keen on measuring the ROI on their marketing investments. But good data on specific types of marketing remains elusive.

Marketers Getting Closer to Social Media ROI Measurement Tools

One of the biggest concerns marketers have about social media is lack of solid return on investment (ROI) data. Traditionally, merchants were able to run an ad campaign in the newspaper to promote a discounted product or service and then measure the increase in sales that came from spending money on advertising. This ROI approach was all about quantitative measurement. Some researchers say the strengths of social media can be best understood by using qualitative measurement strategies.

Measuring ROI for WOM Referral Campaigns

Everyone has a different idea about how to measure the financial return from a marketing investment. Many experts claims it's an inexact exercise at best and the numbers tend to get particularly hazy for word-of-mouth campaigns. But academic researchers at Goethe-University in Frankfurt, Germany who recently completed a study say they’ve come up with a good way to measure how social capital becomes economic capital in a simple word of mouth (WOM) campaign.

ROI Becoming Increasingly Important to Marketers

Return on investment. In recessionary times, accurate measurement of ROI with respect to marketing dollars has become the holy grail. At its purest level, one part of the equation for return on investment regarding marketing expenditures can be measured by total sales. While not many people will debate the total revenue figure, there is plenty of disagreement about how to measure marketing costs. Should it include only media? Or should the figure be fully loaded with salaries and benefits that accrue to the marketing, public relations and customer service departments?

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