Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World

18. ROI = Return on Investment

By this point in the book, you have probably guessed that we think digital media is important. We’re not the only people who think so. According to a recent report from Econsultancy, 68% of companies report that they expect increases for their digital budgets over the next 12 months. Anecdotally, we have heard from several client-side marketing professionals that digital spending is going up, while television spending is decreasing.

This is not a trend that is likely to slow, especially as brands attempt to continue to capitalize on a new channel that allows them to more frequently communicate with key stakeholders and drive new business leads. What is also not going to change is the abundance of data available ...