Accountability and marketing ROI go hand in hand
Marketing ROI is becoming the number one metric for evaluating campaign success. And for good reason: Marketing spend is increasingly under pressure for greater accountability.
For this reason, campaign profitability analysis is essential. So is the need for optimization. ROI is often equated with profitability and traditionally stands for “Return on Investment”.
Yes, we can learn to love statistics and A/B testing
I am a big fan of optimization and A/B testing. But that was not always the case. When I was studying for my MBA at HEC in the 1980s, the most challenging courses I enrolled in was Statistics and Probabilities. This course, loaded with obscure equations, was meaningless gibberish to me. And I couldn’t see how it could be useful in real life except maybe for surveys.