If you’re like most of the people who measure the marketing ROI on campaigns or other business initiatives, you’re probably focusing on the wrong thing: Tactical Return on Investment.
Over the last few years, there’s been an enormous amount written about return on investment- especially for marketing budgets and campaigns. The problem is that most of it focuses on Tactical ROI and forgets all about the more important Strategic ROI. Before deciding which campaigns to tackle, you need to look at business-strategy return on investment or Strategic ROI. [Read more…]