Most marketing KPIs and related technology have an underdeveloped view of ROI. Advances in attribution are still imperfect, especially in B2B models, balancing consumer privacy. Operational metrics lack visceral meaning outside marketing. True ROI should focus on earnings, cashflow, and margin.
Martech can be a distraction from accurate ROI measurement. Perfect evaluation of marketing ROI is elusive. Click-through rate, cost per acquisition, etc., are important metrics but not true ROI - earnings, cashflow, and margin are.
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