Marketers often rely on ROAS and iROAS to gauge success, but these short-term metrics fall short of capturing long-term business growth. In this piece, Bradley Keefer, CRO of Keen Decision Systems, explains why marketers should move beyond ROAS obsession and adopt more sophisticated measures like net present value (NPV) to evaluate marketing’s true contribution to profitability and sustainable growth.
Continue reading the Drum article here.
