With a Comparable Metric, we can now examine each marketing program up and down your enterprise, across the entire marketing spectrum and rank them according to their contribution to ROI — positive or negative.

Previously mass branding, event marketing, sponsorships, etc., were regarded as virtually impossible to tie directly back to ROI. Because we measure each marketing investment on a level-playing field, a Stack Rank of all programs can be created that clearly shows each one's relationship to returns.

There are a number of Comparable Metric units that can be used. We prefer, where possible, to develop a metric based on Customer Lifetime Value, because this provides the most accurate measure of real enterprise-wide marketing returns.