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Research Director Craig Stacey Examines How to Measure Return on Marketing Investment

Research Director Craig Stacey Examines How to Measure Return
Graduate marketing students gathered for a forum with E. Craig Stacey, research director for the NYU Stern Center for Measurable Marketing and founding partner of The Marketing Productivity Group. Stressing the importance of accountability for marketers, Stacey shared a framework for evaluating marketing productivity. He examined several models and methods for measuring return on marketing investment, and demonstrated how market expenditures and other drivers affect performance measures, including sales and market share.

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