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Opinion: Metrics that matter and the 'Real' ROI | Opinion


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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 budget ....

Fernando Machado , Michael Porter , Mark Ritson , Burger King , Brand Purpose , Ronald Mcdonald , Nikhil Shahane , Real Revenue On Investment , பெர்னாண்டோ மச்சாடோ , மைக்கேல் போர்டர் , குறி ரிட்சன் , பர்கர் கிங் , பிராண்ட் நோக்கம் , ரொனால்ட் மக்டொநல்ட் , நிகில் ஷாஹேன் , ரியல் வருவாய் ஆன் முதலீடு ,