Articles / Recommended Reading / Theory

The ROI of Everything

The ROI of Everything
David Krajicek

Marketing Insights
Summer 2013
Published by

There has always been a call in business to understand the performance of every dollar spent, known to us as return on investment (ROI). And the desire to define the ROI of marketing efforts — more than, say, paper shredders or holiday parties — is palpable. After all, isn’t marketing supposed to make the cash registers light up? And some marketers have come to see Big Data as a panacea, believing that in this brave new world of immediacy, all answers can be had through the digital data streams. The desire to do better may be noble, but are the expectations realistic?

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