Marketing ROI

Customer life cycle and CLV
The customer life cyle and models to calculate the customer lifetime value (CLV). The customer life cycle comes from the practice of CRM where it's traditionally used to map the different stages a customer goes through from considering a product, service or solution to the actual buy and, at least...
A white paper from Vocus identified 10 key blogging, content marketing and social media metrics. We summarized them and looked at five metrics in-depth. We also added several tips to improve them. Planning your business and marketing strategy requires a full analysis of metrics and KPIs (Key Performance Indicators)...
In this guest blog, marketing ROI guru Jim Lenskold, a speaker at one of i-SCOOP's events, looks at a handful of key principles you should know to improve your digital marketing ROI. Fundamentally, marketing ROI is a process of continuously improving marketing performance and profitability by applying deeper insights to...
ROI stands for Return on Investment. Period. If we talk about Social Media ROI in this post, we mean the return on investment of the business (predominantly marketing) investments in social channels, networks, strategies and tactics made to achieve predefined goals. The micro-level, the macro-level, the integrated level, the...
In his book ‘Social Media Metrics’, Jim Sterne says: “The Internet has always been a social medium”. And he’s right where he writes that the Internet is the first many-to-many communication channel. Purists will say that the Internet is not a actual communication channel and they’re also correct. The Internet...
Gianfranco Cuzziol - right - at one of i-SCOOP's events
The days when marketers could make decisions solely based on intuition or gut feeling are over. Nowadays, they must measure everything that matters from the perspective of return and certainly the perspective of the customer. They must base or, at least support, their decisions on data and on prognoses...
On 2 and 3 June, Barcelona is the place to be for European interactive marketers. The industry will gather then for a new edition of IAB Europe's Interact Congress. One of the speakers is Gian Fulgoni, Chairman and Co-Founder of comScore who will kick start the third panel session of...
Many social media marketing experts claim you can't measure the ROI of social media marketing. That's nonsense and a proof that some so-called social media experts don’t know what ROI is. These days, “social media marketing experts” like to use the acronym ROI for Return On Influence or Return On Interaction. Although those...