You cannot quantify everything in terms of ROI i.e. how much revenue did we generate by spending $X. There are many other ways to measure marketing:
- Brand - How many more people know about my brand i.e. did the awareness of my brand increase? One can measure this by conducting surveys for example using Dynamic Logic.
- Increasing visits to your website is an indicator that your marketing dollars are paying off.
- Increased unique visitors, time spend on the website are some other metrics which can be used
Many a times as an advertiser, one needs to justify why does he/she needs that $10MM budget. OR what we also call as Business case.
Sometimes one needs justify in terms on "$" value that spending $10MM would help the business's bottom line by $20MM. Based on each business model, there are different ways how this can be done.
The simplest and easiest way is to use a ROI model i.e. Revenue/Spend to get the amount of revenue generated per $1 spent in marketing.
If ROI is not the measure, which is actually not possible in a lot of cases where there is no e-commerce platform, there need to be other ways to create business models. For example: If there is a action that an advertiser wants the consumers to take - it would be a good idea to attribute a "$" value to that action. This action could be "find a store" or "contact us". So, if you know that for every find a store, a consumer would make a $100 purchase, you can attribute revenue to each "find a store" and thus be able to work on your business case.