Marketing ROI

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...