Marketers often hate hearing the term “Return on Investment” - especially from an accounting department. I was lucky enough to spend a week with the ROI Institute learning how marketing can better utilize not just the term ROI, but also the concept as a larger analysis tool.

…or as I like to call it, translating marketing catch phrases to finance’s bottom line.

Brand awareness is a great metric for understanding how visible your business is to a group of consumers. Marketing teams everywhere know that increased brand awareness leads to increased sales. But how do you measure that when you can’t track link clicks, engagement, and other digital sales formats?