The document discusses 6 steps to improve return on marketing investment (ROMI): 1) Get marketing costs accounted for by tracking costs of each activity and assigning direct/indirect costs. 2) Understand consumers by tracking how they make purchase decisions, consume products, and what metrics to measure. 3) Track interim and point-of-sale results and compare to competitor actions. 4) Choose appropriate analytical tools like statistical modeling to connect marketing inputs to outputs. 5) Question results but act on insights by testing conclusions and controlling for other factors. 6) Look for areas to improve data and make better decisions through iterative learning.

1. 6 Steps to improved ROMI