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Fewer marketers naming ROI as key metric for senior stakeholders
Despite a drop in its perceived importance, ROI is still the metric most marketers believe their company is judging them on.
Return on investment (ROI) has long been a key metric for marketers when it comes to demonstrating the effectiveness of a campaign to senior stakeholders.
Yet, according to data from Marketing Week’s Language of Effectiveness 2024 study, supported by Kantar, ROI is slipping down the rankings in terms of its importance.
When asked to name the three most important metrics among their senior stakeholders last year, 41.6% of the 2,000+ brand-side marketers surveyed included ROI. In 2024, that figure has tumbled to 30.1%.
