Often companies desire a formal business case, or return on investment analysis so as to even submit any request for money. Even with smaller companies right now, the CEO as well as the CFO often really wants to know what the specific return on investment will be intended for whatever it is you are advertising and your customer will be buying.
My Fab Finance
You see, true marketers measure the success of their campaigns by the ROI. Any other measurement criteria is ill advised. I realize that there are those that would disagree and point out that some direct marketing campaigns are intended to do things like increase registrations, sign ups and use certain products. Irrespective of the preliminary reasons one would give, if you follow the trail long enough, you will find there is a money making reason. That is what direct marketing is for.