Marketing ROI | Data Literacy for Marketers | Ep. 9

Proving the ROI in marketing might well be one of the most controversial topics, because so much of the answer depends on the definition and timeline.

Many effective marketing campaigns have been axed because they couldn't answer the question satisfactorily, and many highly ineffective campaigns continue because they can.

The attribution angle is where so much of the debate happens, but what if we step back and talk about ROI from a true data perspective.

Can it truly be calculated? How do we ensure we're accounting for things like time lag?