Abstract:

There are no 'silver bullets' in ROI measurement. ROI success and increased client value are most consistently the products of focused client engagement in the ROI process than application of any specific ROI tools or methods. New findings from 135 campaigns and 50 campaign managers and a case study from one of those campaigns - the winning ARF David Ogilvy campaign, The New Steel - illustrate that ROI success and increased client value are more consistently produced when clients, agencies and research consultants are jointly committed to company goals and proactively work to confront the challenge to identify, measure, and manage the ROI process.