Calculating return on investment (ROI) is a fundamental practice for businesses aiming to make informed financial decisions. ROI measures the profitability of an investment by comparing the gains to the costs, providing a clear picture of whether an initiative is worth pursuing. Whether you’re evaluating the success of a marketing campaign, a new product launch, or a major operational change, understanding ROI is key to optimizing your resources and achieving long-term success.

Knowing when and how to calculate ROI can make all the difference in strategic planning. For example, businesses often use ROI to assess the effectiveness of digital advertising campaigns, determining whether the revenue generated justifies the budget spent. Similarly, ROI is invaluable when deciding between competing investments, such as upgrading equipment or expanding into a new market.

To simplify these calculations, the free ROI calculator below was created to analyze your investments and make data-informed decisions. It provides a straightforward way to crunch the numbers, empowering you to confidently measure the success of your initiatives and prioritize opportunities with the highest potential return.

Mount Rushmore, a monumental human creation carved into the Black Hills of South Dakota, stands as a powerful symbol of American history. Few would argue against the four U.S. Presidents who grace its face.

1. George Washington

George Washington was the first President of the United States who led the American Revolution to victory.

2. Thomas Jefferson

Thomas Jefferson was the third President of the United States and author of the Declaration of Independence.

3. Theodore Roosevelt

Theodore Roosevelt was the 26th President of the United States and known for his role in negotiating the construction of the Panama Canal.

4. Abraham Lincoln

Abraham Lincoln was the 16th President of the United States who led the country through the Civil War and abolished slavery.

Now, what if there was a Mount Rushmore of the greatest marketing minds, those heroes that have made marketing what it is today? Well, I have gone and done just that, at least digitally. My Proposal:

1. Philip Kotler

Born May 27, 1931, in Chicago, Illinois, USA, and still with us, which I hope we can say for many years to come. Often referred to as the “father of modern marketing,” Kotler’s work has been instrumental in shaping the academic and practical approaches to marketing worldwide.

• Developed the concept of social marketing, extending marketing beyond just selling products to influencing social change.
• Authored the landmark textbook Marketing Management, used by universities and businesses globally.
• Pioneered the idea of marketing as a strategic function rather than just a tactical one.
• Advocated for customer-centric marketing, influencing how businesses engage with consumers.
• His 4 Ps of marketing (Product, Price, Place, Promotion) became a foundational framework for marketing practice.

2. Peter Drucker

Born November 19, 1909, in Vienna, Austria, and died November 11, 2005, in Claremont, California, USA. Known as the “father of modern management,” Drucker’s work has had a profound influence on both marketing and business management, shaping corporate strategies for decades.

• Introduced the concept of management by objectives (MBO), influencing how businesses set and achieve goals.
• Emphasized the importance of customer orientation in business, shifting focus from products to the needs and wants of customers.
• Defined marketing as a key business function that drives business growth, not just a support role.
• Advocated for the concept of innovation and entrepreneurship within organizations.
• His writings, including The Practice of Management, have become essential reading for leaders in all industries.

3. David Ogilvy

Born June 23, 1911, in West Horsley, Surrey, England, and died July 21, 1999, in Paris, France. Known as the “father of advertising,” Ogilvy’s innovative ad campaigns and focus on research-based marketing revolutionized the advertising industry.

• Founded Ogilvy & Mather, one of the most successful advertising agencies in the world.
• Created iconic campaigns for brands like Hathaway Shirts and Schweppes, which are still studied for their effectiveness.
• Advocated for research-driven advertising, emphasizing the importance of understanding consumer behavior.
• Wrote Ogilvy on Advertising, a timeless guide that continues to influence marketers today.
• Pioneered the idea that “the consumer isn’t a moron, she’s your wife,” emphasizing the importance of treating customers with respect and intelligence.

4. Theodore Levitt

Born March 1, 1925, in Hartford, Connecticut, USA, and died June 28, 2006, in Boston, Massachusetts, USA. Levitt’s work in redefining marketing and business strategy, particularly his famous “Marketing Myopia” article, has become foundational to modern marketing thought.

• Authored the groundbreaking article Marketing Myopia, which challenged businesses to focus on customer needs rather than just their products.
• Introduced the concept of global marketing, arguing that businesses should see the world as a single market.
• Emphasized the importance of innovation and customer-driven strategy in business success.
• Developed the idea of product life cycle management, helping businesses plan for the long-term sustainability of their products.
• His work on brand differentiation influenced how companies position themselves in competitive markets.

With any short list, there will always be those “runner-ups” who perhaps in certain ways are more deserving or that you wish the list was extended to include a few more. If possible, a few other names quickly come to mind:

• Seth Godin (permission marketing and reshaped how we think about customer relationships)
• Gary Vaynerchuk (personal branding and content marketing)
• Jay Conrad Levinson (father of Guerrilla Marketing, unconventional marketing tactics)

All worthy inclusions. These figures represent the evolution of marketing from traditional to digital, emphasizing new approaches to consumer engagement, branding, and content in the modern world. Their influence on current marketing practices is substantial, particularly in the age of social media and digital marketing.