Marketing ROI: Art or Science

Remember that your plan isn't set in stone; be flexible so that you can tweak and adjust your plan based on the results you get. There are no more finite marketing campaigns. Marketing is based on continual, ongoing communications with your audience to deliver improved business performance.

Natalie Dzepina is marketing project manager at Transcontinental, a Montreal-based provider of printing, publishing and marketing services. Reach Natalie at Natalie.Dzepina@transcontinental.ca.