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The Best Marketing ROI Formula: Incremental Net Profit ROI! - Occam's Razor by Avinash Kaushik

Occam's Razor by Avinash Kaushik·Avinash Kaushik·about 1 month ago
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There’s a scary Giant hiding in your closet. It imposes hidden costs that, when accounted for, transform your claim that advertising is adding business profits. Short-term, long-term. The scary Giant changes your OMG! to omg? There’s an incredible return from investing time and love in identifying your Giant costs. Ex: Identifying non-working media costs , by calculating them for the core and sub-components. There is only one other thing more important in Advertising (incrementality). [Note: Newsletter Premium Subscribers: If you can’t locate TMAI #437: Compute Non-Working Media Costs and TMAI #411: Proving Marketing’s Incrementality , just hit reply. ] This got me thinking about how frequently we throw around the key performance indicator (KPI), Return on Investment (ROI) – without being careful how they are computed or transparent about what they include or exclude. We simply claim: Our Performance Agency is delivering an ROI of 4!…

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