Econsultancy has published a free guide titled ‘Maximising the ROI of Digital Marketing’.

The Econsultancy team says, “Having the ability to accurately quantify the contribution that a marketing programme or strategy has had upon revenue and profits is the holy grail of marketing measurement. With the amount of money brands are investing in their digital marketing programmes today, it is extremely important that they understand the value of their investment. Yet, as the expert interviews carried out for this report reveal, there remains little industry consensus over the best way to do this, and widely differing approaches and methodologies are in play.

This best practice report seeks to bring clarity to the conundrum of how marketers can be calculating the ROI of their digital marketing investments, within both B2B and B2C industries. Through insights derived from interviews with senior marketers and industry professionals with seasoned expertise in this field, it will look at the latest trends emerging in ROI within the context of digital marketing and consider the pros and cons of the various approaches, methodologies and frameworks being used. It will also discuss the key challenges marketers face when it comes to putting ROI into practice and how these are overcome. The inclusion of four brand cases studies will also help to bring to light some of the lessons and insights being shared”.

Maximising the ROI of Digital Marketing

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