The Return of…Marketing Investments (ROMI)

Marketing should have an ROI – or shouldn’t it?An article from the recent publication of Harvard Business Review  (July 25th) by Amy Gallo highlights the right manner of driving the ROI from Marketing Investments. Though the article is largely generic, it does highlight the biggest challenge in calculating ROI from Marketing initiatives – what we should include in ‘returns’! As per Amy,One of the downsides of marketing ROI is that it is easy to only…