Balancing finance and marketing expectations for a data-driven ROI can be a challenge due to differing priorities. Define Clear KPIs Use platforms like Tableau, Power BI, or HubSpot Real time tracking Multi-Touch Attribution Budgeting Based on Data. By framing marketing efforts in financial terms and vice versa, you can build trust and ensure both teams are aligned.

According to me data driven analytics needs to be perused to improve upon the decision making... But not as simple a yardstick to accept or reject any marketing proposal... The overall proposal shall be aligned with the tactical and strategic goals of the organisation... And above all... Data needs very careful attention to draw meaningful insights... After all, past performance failure doesn't guarantee the future... and the ROI numbers or predictions are as good as the assumptions considered in the model

In our company, we implement all the strategies mentioned, such as establishing common KPIs, organizing regular cross-departmental comm, and heavily utilizing analytics. Equally essential is maintaining a clear tracking process. Both teams collaborate during budgeting to balance financial constraints and marketing needs, aligning priorities and resource allocation effectively. We also conduct regular reviews, focusing on the specific time frames for which KPIs were set. These reviews include both finance and marketing, allowing us to evaluate current position in relation to planned activities and their progress over time. This approach helps us identify any deviations from the plan and provides the opportunity to make real-time adjustments

Supongamos que una empresa de tecnología lanza un producto y quiere equilibrar las expectativas financieras y de marketing para maximizar ROI. Por una parte, el equipo financiero establece un objetivo de ingresos de 1 millón de euros en el primer trimestre, mientras que por otra, el equipo de marketing se enfoca en aumentar la visibilidad y la cuota de mercado. Para lograr este equilibrio, ambos equipos colaboran estrechamente. El equipo de marketing utiliza análisis de datos para identificar los canales más efectivos y optimizar las campa?as publicitarias. Por ejemplo, descubren que los anuncios en redes sociales generan un alto nivel de conversión. Con esta información, ajustan, asegurando que cada euro contribuya al objetivo financiero.

I would actually advocate for a slightly different approach. Instead of data-driven ROI, I would swap it for decision-driven ROI analytics. ???????? In practice, finance and marketing teams tend to diverge on impact KPI’s. For example user reach may be meaningful to a marketing team while reach without conversion with financial gain might mean little to nothing for the finance team. Are those teams steering the same ship ?? Agreeing on KPI’s that steer the decision to be made is key ?? Without cooperation and collaboration across teams that wouldn’t work. ROI needs to transcend finance or marketing as departments or disciplines. Return on decision making might pave a way to that aim