Download Comprehensive Marketing ROI Reports
Registered visitors gain free access to the in-depth white papers and research reports listed here. (Click here to register)
Our annual research study uncovers trends, challenges, and best practices that help you determine where your marketing organization stands. Each study addresses different aspects of marketing ROI and measurements and includes recommendations for making progress. Click on the title to download the file (this will bring you to the login/registration page if you are not already logged in).
Research Reports
2008 Marketing ROI & Measurements Study
- Annual tracking of marketing ROI adoption
- Special in-depth section on data and intelligence
- Profile of best practices that drive highly effective and highly efficient marketing performance
- Recommendations for 10 steps to better leverage data and intelligence
- Additional module on Lead Generation ROI and Performance Evaluation, released as a separate report (available at www.marketingprofs.com)
2007 Marketing ROI & Measurement Study
- Annual tracking of marketing ROI adoption
- Special in-depth section use of marketing practices for managing and improving marketing profitability beyond measurements.
- Profile of higher growth companies
- Recommendations for process areas to improve profitability
2006 Marketing ROI & Measurement Trend Study
- Annual tracking of marketing ROI adoption
- Assessment and trends in the use of measurement methodologies, measurement funding, and executive perceptions
- Recommendations for moving further with marketing ROI adoption with a special section for getting started
2005 Marketing ROI & Measurement Benchmark Study
- Benchmark research on marketing ROI adoption
- Assessment of basic trends, measurement challenges, profit potential, and the use of intuition vs. measurements
- Recommendations for moving further with marketing ROI adoption
White Papers
The Marketing Profitability Path: Mapping Your Journey
This white paper captures the four-part article series by Jim Lenskold and Hugh Macfarlane (author of The Leaky Funnel) originally published by MarketingProfs.com. The series provides an approach for managing the integrated sales and marketing funnel to maximize profitability.
Retention Marketing Profitability: ROI Challenges Influencing the Retention Versus Acquisition Debate
Featuring excerpts from the book Marketing ROI, this paper demonstrates the dynamics of retention marketing compared to acquisition marketing. Many marketers are confused by the reports that it is more profitable to retain customers than to acquire new customers. There are unique challenges in achieving positive ROI from retention marketing that help prioritize where investments into retention must be directed. The paper will help guide the strategic planning and analytics around retention marketing.
Customer Lifetime Value vs. ROI Marketing Measures
This paper is a supplement to the article Marketing ROI: Playing to Win published in Marketing Management (available in the Article Archives). It provides an analysis and example of how maximizing Marketing ROI generates greater profits than maximizing Customer Lifetime Value.
