How to Measure Digital Marketing ROI Without Vanity Metrics Misleading Leadership
Frameworks for measuring digital marketing ROI for U.S. businesses — contribution margin thinking, cohort views, incrementality, and reporting rhythms that connect channels to revenue conversations credibly. Learn how to pair attribution dashboards with experiments, surface capacity constraints honestly, and brief executives with scenarios—not single-number fairy tales. Adds guidance on seasonal modeling, promo spikes, and presenting downside cases without muting strategic bets marketing still believes in. Prepares marketers for board questions about hiring-limited pipeline, incrementality versus brand lifts, and cash timing versus revenue recognition. Stress-test ROI narratives with downside quarters — boards trust marketers who modeled softness instead of improvising excuses mid-meeting.
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