Comments on: Measuring Marketing ROI Can Be Harmful to Your Marketing Department! http://www.emergencemarketing.com/2008/01/16/measuring-marketing-roi-can-be-harmful-to-your-marketing-department/ Thoughts on marketing, innovation, social networking, new products and the impact of technology on all those thingies Thu, 20 Nov 2008 18:31:10 +0000 http://wordpress.org/?v=2.5.1 By: Jonathan Trenn http://www.emergencemarketing.com/2008/01/16/measuring-marketing-roi-can-be-harmful-to-your-marketing-department/#comment-822 Jonathan Trenn Mon, 21 Jan 2008 02:43:30 +0000 http://www.emergencemarketing.com/index.php/2008/01/16/measuring-marketing-roi-can-be-harmful-to-your-marketing-department/#comment-822 Francois You are so right on this. While I think some ROI can me measured, it never can truly reflect the full influence because there are oh so many factors that go into it. I once told a women friend of mine that worked at a technology company here in the DC area that she was being treated as if she was a "marketing administrator". Marketing is all tactics. Boss didn't know about marketing but felt he did. Return on Interest is an interesting concept, but how does one measure that one as well?

Francois

You are so right on this. While I think some ROI can me measured, it never can truly reflect the full influence because there are oh so many factors that go into it.

I once told a women friend of mine that worked at a technology company here in the DC area that she was being treated as if she was a “marketing administrator”. Marketing is all tactics. Boss didn’t know about marketing but felt he did.

Return on Interest is an interesting concept, but how does one measure that one as well?

]]> By: PR Communications http://www.emergencemarketing.com/2008/01/16/measuring-marketing-roi-can-be-harmful-to-your-marketing-department/#comment-812 PR Communications Wed, 16 Jan 2008 20:57:27 +0000 http://www.emergencemarketing.com/index.php/2008/01/16/measuring-marketing-roi-can-be-harmful-to-your-marketing-department/#comment-812 <strong>ROI 2.0...</strong> Francois Gossieaux continues the discussion about measurement in his post about measuring return on information rather then return on investment for marketing departments. Francois thinks that measurement is valuable, but it is important to think about... ROI 2.0…

Francois Gossieaux continues the discussion about measurement in his post about measuring return on information rather then return on investment for marketing departments. Francois thinks that measurement is valuable, but it is important to think about…

]]> By: Harald Eltvedt http://www.emergencemarketing.com/2008/01/16/measuring-marketing-roi-can-be-harmful-to-your-marketing-department/#comment-811 Harald Eltvedt Wed, 16 Jan 2008 20:57:22 +0000 http://www.emergencemarketing.com/index.php/2008/01/16/measuring-marketing-roi-can-be-harmful-to-your-marketing-department/#comment-811 The problem is that a lot of indicators that measure ROI are too tactically focused, e.g.: campaign based. Since marketing as a function is scrutinized, marketers try to justify their actions with low level indicators when they should focus on the bigger picture, e.g.: how am I impacting my brand by my actions vs. did my campaign get x% hit, reach.... What's more important is what I would call the ROO, return on objectives which is less palpable than your day to day actions. The problem is that a lot of indicators that measure ROI are too tactically focused, e.g.: campaign based.
Since marketing as a function is scrutinized, marketers try to justify their actions with low level indicators when they should focus on the bigger picture, e.g.: how am I impacting my brand by my actions vs. did my campaign get x% hit, reach….
What’s more important is what I would call the ROO, return on objectives which is less palpable than your day to day actions.

]]> By: john cass http://www.emergencemarketing.com/2008/01/16/measuring-marketing-roi-can-be-harmful-to-your-marketing-department/#comment-810 john cass Wed, 16 Jan 2008 20:49:32 +0000 http://www.emergencemarketing.com/index.php/2008/01/16/measuring-marketing-roi-can-be-harmful-to-your-marketing-department/#comment-810 I am all for science, though my preference is geology, which is also surprisingly an art as you have to read the rocks to think about what happened in the earth even though you cannot observe directly. Oh, I did not think your were suggesting measuring was all bad, just that there's more value in measuring in return in information. I've been a marketing director where the main way we measured was traditional ROI. It helped increase the sales of one company I worked at by 100% in six months. However, I think we could have done better if we had also used ROI 2.0. I am all for science, though my preference is geology, which is also surprisingly an art as you have to read the rocks to think about what happened in the earth even though you cannot observe directly.

Oh, I did not think your were suggesting measuring was all bad, just that there’s more value in measuring in return in information.

I’ve been a marketing director where the main way we measured was traditional ROI. It helped increase the sales of one company I worked at by 100% in six months. However, I think we could have done better if we had also used ROI 2.0.

]]> By: francois http://www.emergencemarketing.com/2008/01/16/measuring-marketing-roi-can-be-harmful-to-your-marketing-department/#comment-807 francois Wed, 16 Jan 2008 15:24:03 +0000 http://www.emergencemarketing.com/index.php/2008/01/16/measuring-marketing-roi-can-be-harmful-to-your-marketing-department/#comment-807 John - thank you for taking the time to comment. I should have been clearer in my post and explicitly say that I am not against measuring - just that the old ways of measuring an assembly like do not work in the case of marketing. I do believe that to great extend Marketing is a science - and therefore can be measured. Continuing the analogy. it is just much closer to biology than to fluid mechanics :) John - thank you for taking the time to comment. I should have been clearer in my post and explicitly say that I am not against measuring - just that the old ways of measuring an assembly like do not work in the case of marketing.

I do believe that to great extend Marketing is a science - and therefore can be measured. Continuing the analogy. it is just much closer to biology than to fluid mechanics :)

]]> By: john cass http://www.emergencemarketing.com/2008/01/16/measuring-marketing-roi-can-be-harmful-to-your-marketing-department/#comment-805 john cass Wed, 16 Jan 2008 14:37:07 +0000 http://www.emergencemarketing.com/index.php/2008/01/16/measuring-marketing-roi-can-be-harmful-to-your-marketing-department/#comment-805 So you are saying measurement is valuable, but it is important to think about what you are measuring. The focus for a successful marketing orientated company is on determining how well you convey information to the customer. Measuring the value to the customer as well as yourself makes a lot of sense, as marketing is all about listening. The focus should be on making a better product/company which is profitable, rather than running a good campaign. I suppose that would mean you might actually see a higher conversion on one type of campaign with traditional ROI, but a lower return on information overall for the same campaign. Media relations is probably a good example of a type of marketing campaign that is often difficult to measure with traditional ROI but easier with return on information as I think it would be easier for a customer to remember a publication's article about your product. So you are saying measurement is valuable, but it is important to think about what you are measuring. The focus for a successful marketing orientated company is on determining how well you convey information to the customer. Measuring the value to the customer as well as yourself makes a lot of sense, as marketing is all about listening. The focus should be on making a better product/company which is profitable, rather than running a good campaign.

I suppose that would mean you might actually see a higher conversion on one type of campaign with traditional ROI, but a lower return on information overall for the same campaign. Media relations is probably a good example of a type of marketing campaign that is often difficult to measure with traditional ROI but easier with return on information as I think it would be easier for a customer to remember a publication’s article about your product.

]]> By: francois http://www.emergencemarketing.com/2008/01/16/measuring-marketing-roi-can-be-harmful-to-your-marketing-department/#comment-804 francois Wed, 16 Jan 2008 13:41:59 +0000 http://www.emergencemarketing.com/index.php/2008/01/16/measuring-marketing-roi-can-be-harmful-to-your-marketing-department/#comment-804 Thanks Eric...appreciate the feedback. Thanks Eric…appreciate the feedback.

]]> By: Weave http://www.emergencemarketing.com/2008/01/16/measuring-marketing-roi-can-be-harmful-to-your-marketing-department/#comment-799 Weave Wed, 16 Jan 2008 11:09:08 +0000 http://www.emergencemarketing.com/index.php/2008/01/16/measuring-marketing-roi-can-be-harmful-to-your-marketing-department/#comment-799 Francois, thanks for putting this into perspective. Great post. Francois, thanks for putting this into perspective. Great post.

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