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SEP 2007

Seeking Higher ROI? Base Strategy on Customer Equity†

Why CMOs Need to Pay Closer Attention to a New Metric to Focus Investments on the Most Profitable Actions

Advertising Age, September 12, 2007 — There are many ways to invest marketing dollars to try to grow revenue, but how many of them really work — and how can we tell which ones will be profitable? Smart companies increasingly are realizing that marketing-investment decisions need to be based on apples-to-apples comparisons, and customer equity is the strategic metric that makes that possible.

Category: Marketing Effectiveness
Tags: customer equity, Marketing Effectiveness ROI
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