The three little words “return on investment” may be the stuff of every marketers’ dreams or nightmares, depending on how their campaigns and initiatives are performing. Every company has limited resources and in order to justify continued expenses and expenditures, marketers are increasingly pressured to provide a reason, through excellent ROI, to keep or increase their budgets. In fact, nearly two-thirds of CMOs believe that ROI will be the principal measure of performance by 2015.