PREFACE
You’ve been there before, pitching a new marketing campaign to the executives. You were very proud of the campaign design and special features, and you knew it was going to make a difference. Halfway through the presentation, the executives asked, “Is there any way to forecast the ROI of this campaign?”
You instantly felt anxiety, and there was an unfortunate, dead silence. Your answer was probably, “We haven’t done that, but we can.”
You have to anticipate this request in today’s economic climate. Perhaps the situation is even worse when asked that same question after you have completed the implementation of a marketing project.
This book shows you how to address the ROI issue. We will guide you step-by-step through the process of calculating ...
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