Best Practice Report

Executive Q&A: What You Need To Know About Return On Marketing Investment

April 17th, 2015
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst
With contributors:
Mary Pilecki , Olivia French

Summary

Return on marketing investment (ROMI) measures the financial impact of your marketing investments. ROMI guides your future marketing strategy and planning to the ultimate goal of acquiring and growing high-value customers. This metric helps customer insights (CI) pros understand how much — or how little — impact their customer-centric marketing investments actually have on the long-term value of the customer. It also helps customer strategists determine the best campaigns, offers, and products to foster loyal customers. Yet the disjointed customer purchase path and the rise of cross-device marketing efforts mean that CI pros and marketers struggle to calculate ROMI. This report explores the top questions that CI and marketing professionals ask about calculating and using ROMI.

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