Marketing ROI Defined

This white paper was published in 2015 as a collaborative effort by Paul W. Farris of University of Virginia, Dominque M. Hanssens of University of California Loss Angeles, James D. Lenskold of Lenskold Group, and David J. Reibstein of University of Pennsylvania. These subject matter experts drafted the paper with the objective of removing the ambiguity around the definition and practical use of Marketing Return on Investment.

The academic paper is available here.