ROI, profitability, or lifetime value. Actually, they all have their uses. ROI is a vital measurement of the success of any direct marketing campaign. When we compare several campaigns, we can look at the response rate and the return on investment of each campaign. ROI is usually a more valid measure than response rate, because it takes into account the money spent to acquire the responses.
Profitability is a good short hand method for determining the worth of a particular customer.
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