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An ROI program involves tracking customer profitability and marketing campaign effectiveness first, then targeting subsequent efforts to the most valuable customers, using the marketing approach that seems to elicit the most enthusiastic response.
While the basic approach to measuring ROI is the same across industries, different consultants emphasize variations on the theme:
In their book, Measuring Brand Communication ROI, IMC experts Don E. Schultz and Jeffrey Walters emphasize accounting-based models that calculate marketing response in dollar terms.
The framework is designed to help marketers give management greater evidence of value of their advertising, direct mail, public relations, sales promotions...