Value Above Cost: New Customer Focused Metric Aims to Measure ROMI
Published 6/26/2009
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Summary
Whether you’re a CMO or Assistant Brand Manager or somewhere in between, you most likely are feeling the pressure to measure marketing ROI. While the business world has learned over the past generation to accurately measure and improve nearly everything they do, the marketing profession is still searching for that Holy Grail metric that will effectively measure the value of marketing.
In his new book, Value Above Cost: Driving Superior Financial Performance with CVA®, the Most Important Metric You’ve Never Used author Donald E. Sexton introduces his new metric, Customer Value Added (CVA®) and addresses the impact of marketing efforts on an organization’s financial performance.
What's the best metric to use to measure ROMI? Is a CVA-focused metric the answer? Share your thoughts and ideas here.
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