Wondering about your return on investment for marketing? Check out this Business Week article on marketing metrics. The article notes that many marketers casually toss around terms like lifetime value and ROI without any real understanding of their meaning or application. Often touted as creative types, many marketers resist using metrics for their marketing programs and campaigns. That may be okay if you’re dealing with a graphic designer or copywriter, but, if you’re asking your marketer(s) to plan strategies and campaigns, you need people who can crunch numbers and deliver the creative goods. Otherwise, you have to wonder where your marketing money is going. Marketing means more than just marketing communications.

(c) 2004 by Andrea Coutu. Vancouver Marketing Consultant. All rights reserved.