Post by Marketing Week

Beyond ROI: Why marketing needs risk metrics 📈🤖 In this column, Sam Dias, Vincent O'Brien, and Paul Sturgeon outline how marketers can borrow the Modern Portfolio Theory framework from finance to maximise returns while managing risk by adapting the maths, tweaking the assumptions, and applying it to marketing portfolios. They argue that while marketing budgets are investments, decisions are still overwhelmingly guided by single-number ROI estimates with little acknowledgment of variability or the probability of success. Read more: https://lnkd.in/eMKk4Man