How to Calculate Social Marketing ROI
Paul Gillin
JUNE 24, 2010
The VP of marketing communications at SAP was recently asked by B-to-B magazine how she is measuring ROI on marketing efforts. That’s what Pitney Bowes did when a 2007 Postal Service rate increase prompted 430,000 calls from customers. In this chapter, we’ll suggest some approaches. Defining ROI. Profit margin. Net profit.
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