ROI

Focusing on the ROI from soft skills training is often key to getting companies to make a serious investment in them.

Tom Davenport and Laks Srinivasan share findings from a recent Return on AI Institute study for which they interviewed more than 45 executives about their organizations’ uses of artificial intelligence.

Many successful companies today leverage business model scalability to achieve profitable growth.

Product features designed to attract new customers differ from features that retain customers.

To calculate ROI accurately, you need to estimate the fraction of profits attributable to the investment.

Should marketers subtract the cost of acquiring a customer before assessing that customer’s lifetime value (CLV)?

Social media strategy shouldn’t be seen as the driver of value difference between a company’s fans and nonfans.

Although the simplicity of net promoter score is appealing, the metric has limited support from academics.

Market share is a hugely popular metric. But is it really useful?

Despite their importance, five popular marketing metrics are regularly misunderstood and misused.

Using a seven-step process, an ice cream retailer substantially improved its social media marketing.

Effective social media measurement turns the traditional ROI approach on its head and measures investments made by customers in social media.