We’ve already talked about ROI a couple of times. Return On Investment is one of the most important metrics in marketing. We’re doing great if our ROI is positive – we’re earning more than we’re spending. 
I’d say it is any company’s secret sauce – the ability to calculate ROI very quickly. Ideally, hours or days after launching a new campaign. If you can’t calculate ROI (for example there are no purchases yet), then we need to switch to a higher funnel metric: signup rate, for example. If our signup rate is very low, then the campaign is...
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