If you're looking to increase the ROI of your campaigns, there are a number of ways you can go about it. You can be sure to choose a holistic, commercially-focused way that is focused primarily on marketing mix modeling, using IP targeting to make your move in marketing. This way, as an analytic organization, you'll get a better read on the ROI of your marketing investments. If you use a fact-based marketing solution to increase your ROI, you will see about 40% improvement in your effectiveness at marketing.
There are some things that the marketing of ROI has a need for now, that perhaps it did not have a need for in the past. These things include: increased speed, granularity, and business reporting that is holistic. Now, in today's world, how marketing mix modeling is practiced is different, and the focus is now on commercial effectiveness. This enables a company to focus on better ROI, hands down, and this includes IP targeting.