CHAPTER NINE
Redefine Return on Investment to Make Better Strategic Decisions
A few years ago, Unilever hired rapper Eminem to endorse Lipton Brisk Iced Tea, created a Claymation spot featuring the mega star, and ran it during the 2011 Super Bowl. What was the total cost of talent, animation, and airtime? I’ll go out on a limb and say it was a lot.
What was the return on investment (ROI) on the marketing effort? What, exactly, was the payback? It’s an unanswerable question, which tells us something.
What’s the ROI on a Super Bowl Ad?
Companies spend enormous sums of money on important business initiatives without knowing precisely how the investments will pay off. Consider marketing, R&D, or entering new markets—what was the internal rate of ...
Get The Big Pivot now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
