Marketing ROI: Art or Science

Tying the results of a marketing tactic to the actual financial performance of a company is no easy feat. You may not have ready access to business performance or transaction metrics to allow correlation. The sheer array of channels and options available to marketers, and the rise of new marketing tactics such as social media, only add to the difficulty of measuring clear results. However, even in the midst of all these challenges, you can show your executives the clear contribution you're making to the bottom line by laying down a clear marketing plan that's designed to address specific objectives.