Tim Ambler of the London Business School assesses the relative strengths and weaknesses of marketing measurement metrics. Which ones hold the key to insight and accountability? We’ll look at return on investment (ROI), discounted cash flow (DCF), net present value (NPV), return on customer (ROC), and others to determine how each provide insight into the true state of the business.

 

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http://www.marketingpower.com/ResourceLibrary/Pages/Webcasts/MotM_There_is_No_Silver_Metric_for_Marketing_Measurement_071310.aspx