ROI is a limited metric for marketers, UCLA professor says

07/10/2013 | Forbes

Many marketers misuse the term return on investment and the accounting behind it, making ROI an inaccurate way to measure a campaign's effectiveness, according to Dominique Hanssens, co-founder of MarketShare and a professor of marketing at UCLA. Common mistakes include not knowing that maximum ROI does not necessarily mean making the most profit and comparing the ROI of different media campaigns even though the spending levels don't line up.

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