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Any marketing action you have to take to improve your business machine needs to have a return on your investment, otherwise it's like speeding up without getting into gear, you consume fuel without going anywhere. ROI is just that, it indicates the return on investment of a marketing action, and it is one of the KPI's (Key performance Indicators) used to calculate the profitability of an investment. Even an SEO campaign is evaluated this way, because if it has been effective it...