Harvard Business Review

JULY 25, 2017

Marketing ROI analysis can help answer those questions. What is Marketing ROI, and How Do Companies Use It? Marketing ROI is exactly what it sounds like: a way of measuring the return on investment from the amount a company spends on marketing. Marketing ROI is a straightforward return-on-investment calculation.

ROI 8

ROI Marketing Marketing Mix Short-term 8

Harvard Business Review

NOVEMBER 25, 2013

Marketing is in the midst of an ROI revolution. ’” To reverse this perception and to get greater bang for marketing’s buck, we believe that CMOs must become true collaborators with CFOs and adopt a marketing ROI approach that’s driven by analytics. The opportunity is enormous.

CFO 8

CFO Short-term Long-term Benchmarking 8

Harvard Business Review

JULY 17, 2014

To spearhead analytic efforts, he assigned a finance person – who was already embedded in marketing – to create an ROI evaluation framework and integrated her deeper into the marketing function. Intel formed a special Marketing ROI (MROI) team – a first-of-its-kind collaboration between marketing and finance.

Finance 13

Finance Marketing P&L ROI 13

Harvard Business Review

OCTOBER 26, 2011

As finance shifts its focus from controlling costs to advising managers on improvement activities, CFOs must change their thinking and behaviors. Getting the CFO on board is key. CFO Tim Olson of ThedaCare , a healthcare system in Wisconsin, went through a similar conversion. Then I became an advocate. Now I know that.".

Finance 11

Finance CFO Budgeting Operations 11

Harvard Business Review

SEPTEMBER 28, 2012

The same investment logic holds for Apple's innovation ecosystem; the flow and fortune of its third-party apps development alone would yield valuable insight. Any data-driven, analytics-obsessed trader or investor would be thrilled running a Facebook fund.

Hedge 15

Hedge Core Competence CFO ROI 15

Harvard Business Review

SEPTEMBER 9, 2014

“We’ve spent an awful lot of money on technology, but I still see people working in the old way,” complained the CFO of a large hospitality company. Budget for the communication, training and organizational development required to succeed. Engage your HR and Organizational Development people early. Why does this happen?

Technology 8

Technology Metrics Budgeting CIO 8

Harvard Business Review

JANUARY 28, 2015

Here are our recommendations for how CMOs and COOs can develop a more collaborative working relationship: 1. Develop a shared vocabulary and shared metrics. When the marketing/operations team walked through each of the stages of this particular journey, they quickly developed a greater appreciation for the entire process.

COO 8

COO Planning Metrics Call Center 8