How to Measure the ROI of Brand Marketing
Stacking Growth | The B2B Marketing Podcast
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Understanding the Nuances of Marketing ROI Measurement
This chapter explores the complexities of evaluating the ROI of brand marketing, focusing on the distinction between contribution margin and incremental contribution margin. It also examines the varying cost structures of software versus physical goods and underscores the need for a refined approach to ROI calculations that appeals to financial stakeholders.
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