The problem with ROI

The marketing team at Brand A delivers a campaign with an ROI of 1.6x. The team at Brand B return 2.0x. Which company has the happier CFO? This scenario I teach at AdSchool highlights the fundamental problem with ROI. The answer is, we need more information . Because these ratios, by themselves, are largely useless. In the tutorial, I then reveal Brand A invested $5m, delivered $20m in incremental…