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SBP 173: The Sharp Cut - The Most Dangerous KPI in Marketing
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In this conversation, Vassilis Douros and Marc Binkley delve into the complexities of measuring ROI in marketing. They discuss common misconceptions about ROI, ROAS, and MER, emphasizing that these metrics often lead marketers to focus on short-term efficiency rather than long-term effectiveness.
The duo highlights the importance of collaboration across teams to ensure that marketing promises align with operational capabilities, ultimately driving sustainable growth. They advocate for a shift in focus from mere ratios to understanding the broader implications of marketing…
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