"I am pleased there is going to be a journal focused on this. There was a clear gap in the market for a publication which helps us understand more about the strategies adopted by digital banks and how FinTech can help them."
Marketing return on investment: seeking clarity for concept and measurement
Click the button below to download the full text of the article.
Abstract: As the need for accountable marketing spending continues to grow, companies must develop sound metrics and measures of marketing’s contribution to firm profitability. The leading metric has been return on marketing investment (MROI), following the widespread adoption of ROI metrics in other parts of the organisation. However, the ROI metric in marketing is typically interpreted and used in a variety of ways, which causes ambiguity and suboptimal marketing decision making. This paper seeks to remove the ambiguity around MROI to guide better measurements and analytics aligned to financial contribution.
Keywords: ROI, marketing impact, marketing metrics, marketing resource allocation, marketing budgeting