Lenskold Article Series

by Jim Lenskold

Marketing ROI: Playing to Win

How ROI fits within the Metric Hierarchy

Executive Summary

As marketing budgets get leaner, the pressure is on to deliver more profits. To develop effective strategies for doing this, marketers need clear measurements. Unfortunately, measurements other than ROI are incomplete and can lead to misguided spending and lost profits. The ROI measure can account for all costs and the complete customer value to prioritize marketing investments and maximize profits. Other marketing measurements are merely performance indicators useful in improving the ROI of marketing programs.


The complete article organizes marketing metrics into 3 tiers and outlines how to use ROI metrics strategically. Click on the image to download the PDF of this classic article.

Published in the AMA’s Marketing Management magazine. Used with permission.