R is for ROI
At the end of the day engagement and conversation are important, but essentially it does boil down to it all being about the conversion so measurement and evaluation are key.
Return on Investment is a key cornerstone of direct, digital and data.
But what should we measure? Many marketers stop after the first few steps. Opens, clicks, shares, reviews, recommendations are key metrics but we must not stop there. But what we need to understand is how these initial consumer indicators ultimately translate into Return