Once you have established a succinct marketing strategy and objectives, establishing the return on investment is easier.
You look at all your inputs, how much did you spend or invest in resources. Then look at the outputs.
The proviso here, is often money is invested in a year but the return can be a multi-year payback. Which is often forgotten.
That’s simple in principle. So how do you measure it?
Often through a mix of measurement tools, like Nudge, which establishes a scorecard for your marketing. And act as yardsticks for the delivery of the marketing objective.