Marketing ROI: Art or Science

Example 3
CEO challenge: Customer loyalty/retention
Marketing objective: Reduce customer defections
Measurable outcome: Loyalty program put in place reduced attrition rate by 5 percent in one year.

Crafting Your Overall Plan
After each marketing objective has been established and validated by your executives, identify what are the clear tactics that can help you achieve those objectives, and how will you measure them. It may also be worthwhile to refine your marketing objectives for specific campaigns, since not all programs may serve all objectives of your overall marketing plan.