≡ Menu  How to take your ROI metrics to the next level  I’ve
seen a lot of different approaches to measuring the return on
marketing investment. Everything from basing it on “gut feeling”
(yes, I’ve literally had executives tell me that they’re rather
do that as opposed to relying on hard metrics even though the
metrics were readily obtainable with a bit of effort and
investment) to extremely rigorous financial modeling that breaks
out return on investment down to the financial P&L level. Most
enterprise-caliber brands understand the importance of
identifying and crystallizing ROI metrics for their various
marketing programs and channels, but the truly progressive ones
are still pushing the envelope even further and working on ways
to fold even more information – and value – into those
calculations.  Before I get into some ideas on how to emulate
these industry leaders, let me take a moment to review some of
the more common approaches to measuring digital marketing ROI:
• One of the most basic ways to meas