Business Intelligence (BI) and its mathematical cousin...
By Stephanie S. Anderson, Chief Marketing & Strategy Officer at Ai Media Group, LLC
The best marketers know that the real purpose of assessing return on advertising spend (ROAS) is not just to count coins or track effectiveness—it’s much more ambitious than that. The purpose of understanding ROAS is to increase the top line and create the best possible customer experience.
You would think that, in this age of analytics, understanding ROAS would be easier than ever. Instead, we’re often drowning in data, and at the same time, unwilling to let go of old habits when determining budgets and allocating dollars.