Marketing ROI: Art or Science

Example 1
CEO challenge: Sustained and steady top-line growth
Marketing objective: Customer acquisition
Measurable outcome: Captured 100,000 incremental households in a database in three months, which resulted in 10,000 new sales for product X.

Example 2
CEO challenge: Profit growth
Marketing objective: Cross-sell and upsell to existing customers
Measurable outcome: Average order value increased 10 percent in six months with an in-store promotion. Product mix on items sold increased profitability by 2 percent during the promotional period.