Sarah Vizard: Marketers need a better answer to the ROI question

Criticism is often levelled at marketers and marketing departments for their inability to speak the language of the boardroom and prove return on investment (ROI). The topic has been the subject of innumerable conferences, events and pieces of research as the industry desperately attempts to shake off its “weak and fluffy” reputation and prove real financial results.
Just in the past few months, two of the industry’s biggest advocates – the IPA and Thinkbox – have l