Gaurav, it is getting easier to measure the effect and ROI of marketing ever since the emergence of digital marketing. We could always do it before digital via surveys regarding brand awareness, brand preference or even propensity, or likelihood, to buy a particular brand directly after, or during, a campaign. Increases in enquiries, customers, sales could also be attributed to a particular campaign but always difficult to isolate a particular marketing input because of so many other variables. Today, digital marketing generates almost instant reactions which can be measured in real time. One final note – not everything translates easily into ROI e.g awareness or preferences – although it can be estimated. ~ Paul

Thanks Paul!