The tricky part in determining what constitutes your “return,” and
what your true investment is. For example, different marketers might consider
the following for return:
·
Total revenue generated for a campaign (or gross receipts or turnover,
depending on your organization type and location, which is simply the top line
sales generated from the campaign)
·
Gross profit, or a gross profit estimate, which is revenue minus the cost of
goods to produce/deliver a product or service. Many marketers simply use the
company’s COG percentage (say 30%) and deduct it from the total revenue
·
Net profit, which is gross profit minus expenses
On the investment side, it’s easy for marketers to input the media
costs as the investment. But what other costs should you include? To execute
your campaign, you might have:
·
Creative
costs
·
Printing
costs
·
Technical
costs (such as email platforms, website coding, etc)
·
Management
time
·
Cost
of sales
Marketing
ROI Formulas
One basic formula uses the gross profit for units sold in the
campaign and the marketing investment for the campaign:
Gross
Profit – Marketing Investment
Marketing Investment
You can also use the Customer Lifetime Value (CLV) instead of
Gross Profit. CLV is a measure of the profit generated by a single customer or
set of customers over their lifetime with your company.
Customer
Lifetime Value – Marketing Investment
Marketing Investment
However, some companies deduct other expenses and use a formula
like this:
Profit
– Marketing Investment – *Overhead Allocation – *Incremental Expenses
Marketing
Investment
*These expenses are typically tracked in “Sales and General
Expenses” in overhead, but some companies deduct them in ROI calculations to
provide a closer estimate of the true profit their marketing campaigns are
generating for the company.
The components for calculating marketing ROI can be different for
each organization, but with solid ROI calculations, you can focus on campaigns
that deliver the greatest return. For example, if one campaign generates a 15%
ROI and the other 50%, where will you invest your marketing budget next time?
And if your entire marketing budget only returns 6% and the stock market
returns 12%, your company can earn more profit by investing in the stock
market.
Finally, ROI helps you justify marketing investments. In tough
times, companies often slash their marketing budgets – a dangerous move since
marketing is an investment to produce revenue. By focusing on ROI, you can help
your company move away from the idea that marketing is a fluffy expense that
can be cut when times get tough.