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Calculating ROI Isn't Simple; Here Are Steps To Get Started

People make big mistakes when calculating return on investment (ROI). Joe Knight explains the most common mistakes people make when calculating ROI using a big purchase like a fleet of cars or manufacturing equipment, but marketers can use the same road map for designing search engine marketing campaigns or purchasing other digital media. Granted, buying hardware is probably a lot easier to calculate, because there are numerous unexpected events when buying digital media, but this should serve as a good framework to check and recheck your work.

Read the whole story at Harvard Business Review »

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