A return to value(s).
| Jurisdiction | United States |
| Date | 01 September 2013 |
| Author | Roach, Betsi |
MROI. It's a lightning rod of a term, but as much as we hate it or hate to love it, we all know that determining the marketing return on investment is here to stay. That's now just part of playing the game, and, in many ways, it always has been.
LMA is undergoing a similar assessment. Over the past two years, we have actively been analyzing the perceived membership return on investment. As I have discussed in previous Strategies columns, LMA commissioned a study by BTI in 2012 that took a deep dive into the perceived benefits of being a member of LMA.
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