Calculating return on a marketing investment (ROMI) is something of an art form. Unlike capital investments, which have a fixed, upfront cost and clear results, marketing investments evolve over time and have both empirical and intangible results.
It’s no wonder that 80 percent of marketers have trouble proving the business value of their spending, campaigns, and activities.
But even if you haven’t nailed down a formula for ROMI, your investment decisions should still hinge on their ability to yield positive results. To be clear, we’re talking about investments either in specific marketing programs (paid media, email nurturing, inbound) or in new marketing technology, such as a marketing automation platform. Consider what value the investment could add to your brand, and whether that value would be direct profit (leads, conversions) or qualitative…
