Let’s be honest: How well do you know your digital marketing ROI?

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”  -John Wanamaker  A performance marketer proudly and confidently hands the chief marketing officer (CMO) a campaign report indicating that digital retargeting efforts have generated a 75:1 ROI. The CMO asks, “Why should I believe these results when no other channels included in the marketing strategy drive more than a 5:1 ROI?” Perplexed by the lack of excitement and gratitude, the performance marketer inquires further with the CMO about why the results were not impressive. The CMO reveals the ROI is too good to be true and raises suspicion that a large portion of sales revenue attributed to the digital retargeting efforts would have happened regardless of the campaign running or not. So how could the marketer prove to the CMO that the campaign did in fact generate sales revenue that is attributed to the marketing efforts?  Incrementality [...]