Harvard Business Review

JULY 25, 2017

In fact, global spending on media is expected to reach $2.1 It also informs future spending levels, allocation of the budget across programs and media, and which messages a marketer chooses. While MROI is not usually public information, managers can use published financial statement data to estimate MROI for a competitor.

ROI 8

ROI Marketing Marketing Mix Cost of Capital 8

Harvard Business Review

OCTOBER 25, 2018

To analyze the superstar dynamics of firms, our metric was economic profit, a measure of a firm’s profit above and beyond opportunity cost. (To To do this, we take the firm’s returns, deduct the cost of capital, and multiply by the firm’s total invested capital.)

Industry 9

Industry Company GDP Bottom-up 9

Harvard Business Review

NOVEMBER 25, 2013

Without a strong business case built on analytics, marketing too often is seen as a cost rather than an investment, despite marketing’s ability to drive above-market growth. Together with the CFO, the CMO must develop a set of objectives that directly deliver on financial objectives and business goals. Get more for the money.

CFO 8

CFO Short-term Long-term Benchmarking 8