Measuring Marketing Communications Returns – ROI or Dashboard? – An investigation of current theory and practice for measuring the results of marketing communications (2005)

While there is no magic formula to determine MarCom ROI, this publication provides an alternative solution –  a ‘marketing communications dashboard’ with multiple measures that together yield insights into the contribution of marketing communications and a better idea of effectiveness. It also includes a guide on to how a marketer might embark on the journey to better MarCom measurement.

One copy of this publication has been provided to each ACA member organization. To order additional copies, click here.

For more information about this publication or to access our confidential advisory services on this or related topics, please contact Susan Charles, Vice President, Member Services of the ACA at (416) 964-1538 / 1-800-565-0109 / scharles@ACAweb.ca.