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Marketing analytics resource allocation. Marketing return on investment /

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This four-minute video discusses the calculation of return on marketing investments. Different from the traditional ROI measure, marketing ROI (MROI) focuses on the incremental return on marketing. It helps with resource allocation by answering the question: Did marketing work or not? Raj Venkatesan...

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Bibliographic Details
Other Authors: Venkatesan, Rajkumar (Speaker)
Format: Video
Language:English
Language Notes:In English.
Published: Charlottesville, VA : University of Virginia Darden, 2017.
Series:Marketing Analytics Resource Allocation
Subjects:
Marketing > Management > Data processing.
Marketing > Costs.
Rate of return.
Marketing > Coût.
Taux de rendement.
Instructional films.
Films de formation.
Online Access:Connect to this streaming video (Alexander Street Press)
Description
Summary:This four-minute video discusses the calculation of return on marketing investments. Different from the traditional ROI measure, marketing ROI (MROI) focuses on the incremental return on marketing. It helps with resource allocation by answering the question: Did marketing work or not? Raj Venkatesan provides two compelling and real-life examples of where MROI can be used.
Item Description:Title from resource description page (viewed September 10, 2020).
Physical Description:1 online resource (5 minutes)
Playing Time:00:04:17