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linkedin Plenty gets tossed about on the topic of various performance indicators and ROI. The digitisation of the world has given marketers so many new acronyms to choose from that it’s become harder to keep track of them all. ER, CPC, CPL, CTR, CTOR, time spent, stickiness, page depth, CPM, COCA or whatever else that catches one’s fancy. The plethora of ‘X must-track metrics for all marketers’ listicles out there clearly shows that many marketers and pundits unnecessarily tie themselves up in knots.   As Michael Porter puts it, “The essence of strategy is to choose what not to do.” The situation is further complicated when even more abstract concepts such as ‘Brand Purpose’ are thrown into the mix. Sure, they can either be great tools to drive value and thereby measure ‘Real’ ROI (not without its own issues) or become wonderfully elaborate rugs under which to brush failures. With companies slated to be spending 17% of the budgets on analyti

Fernando machadoMichael porterMark ritsonBurger kingBrand purposeRonald mcdonaldNikhil shahaneReal revenue on investmentபெர்னாண்டோ மச்சாடோமைக்கேல் போர்டர்குறி ரிட்சன்பர்கர் கிங்பிராண்ட் நோக்கம்ரொனால்ட் மக்டொநல்ட்நிகில் ஷாஹேன்ரியல் வருவாய் ஆன் முதலீடு