s e s s e c o r M p B III 7 A te r ah ROI analytics (attribution) PT Measuring impact has been Marketing’s holy grail since John Wanamaker famously admitted he didn’t know which half of his advertising dollars was wasted. ROI’s purpose: improve (not prove) marketing ROI is most valuable when evaluating marketing “ While B2B CMOs say measuring ROI investments, not justifying Marketing. Given the is their top priority, less than 20% reality of budget limitations, CMOs need to report having the capability.” make trade-offs about where to focus resources — and ROI provides a framework Forbes to improve these decisions. Don’t use ROI analytics to ‘prove’ Marketing works, use them to ‘improve’ decisions With account-based multi-touch attribution, it’s about where to focus resources. Energy finally possible for B2B marketers to ascertain spent justifying Marketing only wastes time which programs work and which don’t, and how and resources. each affects revenue and profits. Armed with knowledge about individual and aggregated program ROI, marketers can use the insights to allocate budget for maximum impact. 128