To start with, ROI is more of a theoretical practice than what practitioners really care about. To my knowledge, advertisers in general pay more attention to the fitness of the media for the targeted segment and CPM. The reason why ROI gets less attention is partly due to the fact that it can not be quantified in a precise manner. The article below provides some good insight on how to improve the relevance of ROI:
- Setting the expectations right. An accurate, or at least to the extent possible, is labor-intensive
- Quantify to the extent possible those quality data
http://www.econtentmag.com/Articles/News/News-Feature/Overcoming-the-Challenges-of-Calculating-Digital-Marketing-ROI-97906.htm
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