• by Stephanie Miller , May 10, 2007

"ROI is a real financial formula, not a vague concept." - John Stichweh, director, Interactive Marketing, The Coca-Cola Company John hit it right on the head this morning in the opening keynote. We often use that term "ROI" as a euphemism for response. Instead, ROI should be about having a predictive methodology for understanding what value you earn from each $1 invested in your email program. So making good decisions about resource allocation and understanding the value of an email address. That value per record is what drives your sender reputation, relevance and ultimately revenue. Interestingly, when asked if they have a true measure of their email program ROI, only about seven people in the audience said, "yes." Lots of room for measurement and proof of channel!