Marketing by the Numbers

CHAPTER 7ROI in the Enterprise

WHY BUILD A ROI CULTURE in your department, or in your company? The best answer is that best-in-class companies are those that keep their eye on the bottom line, and those that have always kept a sharper eye on incremental income opportunities and a tight lid on expense leaks.

Marketers are in a great age of transition. The media channels we are familiar with are disappearing from the world (newspapers, local radio, analog TV) and with them, the ways we measured success. In fact, it’s getting harder to find folks who remember how to measure them—newcomers to the field have never seen a Bacon’s media directory or paged through an SRDS reference guide.

In their place are a new breed of marketers who dizzy themselves ...