Building a Foundation for Better ROI Measurement - Nummero

Although it can be a significant undertaking in itself to decide the correct marketing mix, some of the main challenges associated with building a strategic marketing plan include allocating responsibility and resources for each mission, keeping on track throughout the year, and demonstrating the effect and ROI of the plan.

ROI estimation

For marketing campaigns, the ROI measurement must be as versatile and dynamic as commercial viability itself. As a whole, you need to measure the ROI on a company’s gross marketing budget. However, for incremental investments, which is the measurement of additional returns/additional expenditure, it is important to drill deeper into ROI. In contrast to the NPV (value of all future cash flows) calculated for new hires (and/or other variables), many companies such as nummero use various elements for the total calculation of expenditure, which include not only the initial cost but also long-term expense commitments and employee usage. The marketing ROI requirements are the same as any fixed investment benchmark. Defining a benchmark is key to how an organization can assess the effectiveness of its marketing campaign.

Building a schedule that sticks

Look at your calendar and set a project timetable upfront to ensure your strategy is practical and achievable. To guarantee steady progress on your marketing plan during the year, set consistent goals and deadlines for each strategy. For main deliverables, we suggest scheduling team check-ins in advance around deadlines.

Make choices concerning the effect of sales

To make decisions that have a greater effect on revenue and close prices, pay attention to the budget. This starts by defining the communication strategies, main messages, and content that will resonate best with your target audience. Then, analyze measures that include sales targets, i.e. retention of customers/members, along with company results that include market share and revenue.

Single attribute method

This is the most common strategy, with 45% of B2B businesses using it to calculate their marketing ROI. Attributing a lead to its source is a crucial challenge when calculating marketing ROI, so you know where to allocate the revenue; this is a priority for many businesses that prevent them from accurately measuring ROI. The disadvantage of ROI calculation with a single attribution lies in its inability to measure nurtured leads in the same way. The effect of subsequent touches is not taken into account, and for some leads, channels such as content run long into the nurturing process, your numbers will not represent the success of those investments, as the emphasis depends on the final generation of leads.

Marketers prioritize the short-term

ROI evaluation approaches and marketing campaign results

such as email click-through rates and social sharing are often too short-sighted to focus the marketing strategies on the overall ROI.

It highlights the need to segment these and determine their ROI separately, with many marketers concerned with

the short-term performance of campaigns, rather than attempting to blend all your ads into one lump sum.


Thanks to technology that allows for more study of and strategy, marketing is more observable than ever before.

Knowing the benchmarks for success is a good idea when designing your marketing campaign.

Also, when you are walking through the outcome analysis process, be flexible and open.

Know your sector, target audience, and strategy to have a successful return on marketing investment.

To get an informative ROI measurement, then apply the relevant calculations.