Harvard Business Review

SEPTEMBER 26, 2014

These super geos were local profit pools that were concentrated and big enough to offer big ROI upside for marketing and sales. So we built several models regressing hundreds of macro-economic, category, consumer, and competitive variables to figure out what was driving higher per capita spending.

Marketing 8

Marketing Mass Marketing ROI CRM 8

Harvard Business Review

MAY 31, 2013

Digital''s ROI is better than the ROI on analog marketing for one reason: Because it is cheaper. First, by focusing on the ''return'' portion of the ROI equation, not just the investment, we can use the power of digital to be more effective, not just cheaper. Let''s start with email, which still has the highest ROI.

Marketing 8

Marketing ROI Real Estate CRM 8

Harvard Business Review

APRIL 15, 2013

Innovative digital marketing approaches in social media, CRM, and other areas dominate the discussion. ROI is often ambiguous and anecdotal, which can relieve the CMO of true accountability. Fact: When it comes to marketing spending, analog still outstrips digital by a factor of three to one. How could this be?,

CIO 8

CIO Marketing CRM Information Technology 8