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ROI Metrics

Program/Product ROI: without knowledge of program impact, it is difficult to justify marketing strategies and expenditures over time.

  • Analyze probability of success for products, programs
  • Use multivariate techniques, along with internal measures
  • Comparison of investments vs. expected return
  • Set up measurement over specified time period
  • Predict results, but also compare to actuals for ROI
  • Use in conjunction with break-even analysis in launch plan
  • Direct marketing campaigns, other accountable promotions
  • Requires sales close rates, other key internal metrics
  • Track and prioritize leads, evaluate program effectiveness