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This week’s show joins in the current debate on how we measure return on investment (ROI). In a highly competitive environment it is critical to measure the effectiveness of every aspect of our businesses and no one has been worse at doing this than marketers. The simplistic analysis - What did the campaign cost and what revenue did it generate is not sufficient any more. What is?
We also discuss:
• The need to work on your business and not in it;
• How to increase your price and margins by differentiating yourself and increasing your value proposition;
• Above the
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