Marketing is a major component of business. It is defined as a way of promoting products and services. Any serious business will always ensure that they have adopted the right marketing techniques for the purpose of creating sales. The marketing techniques have to be evaluated in order to determine their strength.

According to the respondents, a sale is the best strategy for evaluating the effectiveness of a marketing campaign. Sales are the bottom line of any marketing initiative. It is the prime goal of most if not all the marketing campaigns to create a channel for the company's products to reach the market. I was however surprised by Mike Shaw's response that social media can be used in ascertaining the effectiveness of a marketing campaign. I didn't think people's perspective on the social media has a bearing on what happens on the real world.

I can see myself using Dr. Miles' strategy in future. This is because of the exhaustiveness of this technique whereby it can be used to analyze not only the sales but also the effectiveness of other features like ads, events and PR. This ability to capture these parameters of marketing can be quite useful in the process of decision making. The use of predictive Analytics is also a game changer in the marketing industry. By predicting the customers' behavior in terms of their purchasing habits and tastes, I will be able to create the right marketing technique with very high chances of success.

The ratio closest to ROI mentioned by the respondents is the CCA by Robyn, which stresses that the cost of customer acquisition minus the lifetime value is the best method of evaluating effectiveness of a marketing campaign. The CCA will take cost of advertising + marketing cost + salary of the sales representative the result generated is subtracted from the returns of that particular venture. This will produce the CCA of that particular period of time.