As announced in a previous post, I will be keynoting at the forthcoming iStrategy conference in Amsterdam on Oct. 26. In order to introduce this keynote, I have recorded a short video clip with my team which you can visualise if you click the picture on the left-hand side.
The ROE/ROI debate and controversy is still rankig very high on the Marketing agenda as shown in this post on the Sysomos blog entitled “Is Social Media ROI That Important!”. Actually, 4 years ago, I was thinking like that too, as stated in this old blog post I wrote late in 2008 and republished in 2009 entitled “Beyond the ROI Issue”.
Nowadays though, I rather disagree that the “numbers are so low”. We are spending more and more, and that – whether we like it not – means that there must be a shift in our attitude. So, while we need to measure things, there is a requirement for us to:
- dissociate ROI from just sales (savings work too!)
- dissociate ROI and ROE (which is also a valid measure)
- know what we measure and what with
- take all this with a pinch of salt as the goalposts keep moving and we need to adjust constantly (the “Klout” index for instance keeps shifting.
I will be keynoting on this subject in Amsterdam, and you can catch a glimpse of the slides
See you at the iStrategy conference which is due to take place in Amsterdam next week.