Why? Your cost data is fragmented, and even when you manage to pull it together it won't map properly to your revenue data because each of your media sources employs different schemas to your datasets. Whether you utilize just the big major players (i.e. Facebook, Google, Apple) or dozens of other media sources in your marketing mix, pulling your data, standardizing it and analyzing it remains a huge challenge for teams today.

So, while ROI is indeed one of the most important metrics in marketing, it remains one of the hardest to calculate accurately. But there is hope. Read on to understand the methods growth, marketing analytics & BI teams are using to tackle this problem.