# Return On Investment

Return on Investment or simply ROI is the calculation of the profit earned on investment. The formula to calculate ROI is as follows −

ROI =
Return − Investment / Investment

To understand the ROI from Mobile Marketing, let’s assume −

CLV = Avg. Revenue per customer × Avg. No. of visits

Say, \$100 per customer × 10 visits = \$1,000

• Calculate allowable Cost of Customer Acquisition (COCA) as −

COCA = CLV × (% allocated to new customer)

Say, \$1000 × 10% = \$100

Now, reallocate your mobile marketing budget by dividing them into ‘Branding’ and ‘Direct Response’. For example, allocate 20% of your budget to direct response −

Say, direct response budget = \$200,000

20% of \$200,000 = \$40,000

Hence, mobile marketing budget is \$40,000.

Now, calculate the number of estimated customers from new mobile marketing campaign.

CLV= \$1,000

Budget= \$200,000

COCA= \$100

Customers acquisition = budget ÷ COCA

Hence, \$200,000 ÷ 100 = 2,000

Therefore, new customers = 2,000

Direct response (of new customers) = 2,000

Mobile marketing new customers = 400

Conclusion − On 20% investment, you will gain 20% new customers.