http://www.gilliganondata.com/index.php/2008/03/19/roi-the-holy-grail-of-marketing-and-roughly-as-attainable/ Thoughts, musings, and, hopefully, not too many redundancies on the world of business data. If you missed the irony in the previous sentence, you may struggle with my writing style. Tue, 07 Feb 2012 18:26:03 +0000 hourly 1 http://wordpress.org/?v=3.3.1 http://www.gilliganondata.com/index.php/2008/03/19/roi-the-holy-grail-of-marketing-and-roughly-as-attainable/comment-page-1/#comment-460 Gilligan on Data by Tim Wilson » So, You Think Measuring Marketing Performance Is Hard? Fri, 20 Jun 2008 01:53:10 +0000 http://www.gilliganondata.com/index.php/2008/03/19/roi-the-holy-grail-of-marketing-and-roughly-as-attainable/#comment-460 [...] I don’t see, hear, read, or preach on the topic of measuring marketing results. From equating Marketing ROI to The Holy Grail, to sticking my tongue in my cheek to the point of meanness when it comes to a “simple” [...] [...] I don’t see, hear, read, or preach on the topic of measuring marketing results. From equating Marketing ROI to The Holy Grail, to sticking my tongue in my cheek to the point of meanness when it comes to a “simple” [...]

]]> http://www.gilliganondata.com/index.php/2008/03/19/roi-the-holy-grail-of-marketing-and-roughly-as-attainable/comment-page-1/#comment-121 Andy Thu, 20 Mar 2008 11:24:09 +0000 http://www.gilliganondata.com/index.php/2008/03/19/roi-the-holy-grail-of-marketing-and-roughly-as-attainable/#comment-121 Tim - Enjoy the posts. Keep them coming. As always and you bring up a couple of great discussion points and interesting perspective. When you get down to it the term ROI can be frustrating because so quickly it clouds the measurability of an initiative, campaign, tactic, etc. ROI doesn't necessarily need to be nor can it be measured on a lot of things companies (and especially in mktg) do. Screw the ROI speak alltogether (and I'm a finance guy)- at the end of the day I want to know we're doing something because we've got very clear consise objectives and goals. I don't need a big long ROI presentation to tell me if a program is working or improving or not. At the end of the day I want you to tell me what the objectives are, what you're going to do to accomplish them, and how we'll be able to measure that to determine the effectiveness. Give me that and THEN maybe we can START talking ROI. Tim – Enjoy the posts. Keep them coming. As always and you bring up a couple of great discussion points and interesting perspective. When you get down to it the term ROI can be frustrating because so quickly it clouds the measurability of an initiative, campaign, tactic, etc. ROI doesn’t necessarily need to be nor can it be measured on a lot of things companies (and especially in mktg) do. Screw the ROI speak alltogether (and I’m a finance guy)- at the end of the day I want to know we’re doing something because we’ve got very clear consise objectives and goals. I don’t need a big long ROI presentation to tell me if a program is working or improving or not. At the end of the day I want you to tell me what the objectives are, what you’re going to do to accomplish them, and how we’ll be able to measure that to determine the effectiveness. Give me that and THEN maybe we can START talking ROI.

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