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

APRIL 9, 2015

But before anyone writes a check, you need to calculate the return on investment (ROI) by comparing the expected benefits with the costs. Analyzing ROI isn’t always as simple as it sounds and there’s one mistake that many managers make: confusing cash and profit. Apples to apples, and all that.

ROI 8

ROI Analysis Rate of Return Net Present Value 8

Harvard Business Review

JULY 31, 2017

Based on our recent worldwide survey of 2,000 incumbent companies across all major industries and countries, we estimate that the average return on incumbent digital initiatives is below 10% — barely above the cost of capital. Insight Center. Crossing the Digital Divide. Sponsored by DXC Technology.

Strategy 8

Strategy ROI Technology Cost of Capital 8

Harvard Business Review

OCTOBER 10, 2017

For any business to succeed over the long term, it must earn a return that exceeds its cost of capital. That’s why good managers put so much focus on measuring and managing return on investment (ROI) as a basic operational practice. Don’t Get Trapped in Your P&L. Focus on Problems, Not Ideas.

Innovation 8

Innovation P&L ROI Long-term 8

Harvard Business Review

JUNE 22, 2015

“It’s one of the more popular ways that managers calculate marketing ROI,” says Avery, pointing out that other common ones include calculating the investment payback period, calculating an internal rate of return, and using net present value analysis. How do you calculate it?

Payback Period 8

Payback Period Fixed Costs Analysis Price 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. Get more for the money.

CFO 8

CFO Short-term Long-term Benchmarking 8