DEPENDING forward WHOM YOU ask, mea...

DEPENDING forward WHOM YOU ask, measuring the go [i]or[/i] come back on investment (ROI) of a marketing campaign is either a simple statistical proces or a search akin to finding the pure Grail.

Real estate marketing consultant Janis Ehler of The Ehler cluster in Fort Lauderdale, Fla., says it boils down to the tool being used, Advertising is fairly easy. You levy in an ad, and calls pass up or they don't. ends can be a whole other ball game.

Rajiv Grover would ask what objective an conclusion was designed to meet. Grover the marketing