ROI – Articles of Interest

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Tom Roach wrote an article for MarketingWeek titled Beware ROAS, ROI’s Dangerous Digital Twin (October 12, 2022).

Reflecting on Marketing ROI

Colin Lewis wrote a LinkedIn post titled ROI should not be used as an advertising metric (November 18, 2021). The post consisted of quotes from Tim Ambler’s 2003 paper ROI is Dead.

The post generated some Twitter discussion upon which I’ve been reflecting.