In order to measure results, we use Return on Objective (ROO) as the measuring tape. Return on Investment (ROI) is useful for some marketing program components that have costs which can be directly mapped against increased sales or other fiscal goals. But some marketing initiatives are better measured by ROO. Increasing brand awareness, generating additional web site traffic, or improved participation in an educational program are all activities better measured in ROO than ROI.

We can use a variety of methods to track results, such as unique phone numbers, custom internet URLs for each campaign element, before/after surveys to assess levels of brand awareness, business reply cards, and the like. Internal client tracking systems can also be crafted to track referral sources for incoming e-mails, web traffic, phone calls, and other customer touch points.