The difference between Tactical ROI and Strategic ROI is fundamental:
- Tactical ROI: The return on investment for a specific action or campaign: it asks what was the ROI for that specific task.
- Strategic ROI: The return on investment from overall approaches: it asks what is the business return from an overall approach.
It is easy for an action to have a very good Tactical ROI with a negative Strategic ROI.
Some organizations do not measure Tactical ROI at all. Some are focusing so much on Tactical ROI that this drives their business backwards at the Strategic Level.