Marketing efficiency as a concept is strongly linked to many of the core organizational results, such as long-term growth, stability, customer satisfaction, competitive advantage, and strong market orientation. Marketing effectiveness depends on the company's goals. Due to the growing demand for marketing professionals, one needs to focus on a system where both short-term and long-term financial impact can be measured on the company's market investments. Marketing effectiveness measurement is a business process that shows the results of specific marketing decisions. The effectiveness of marketing activities should be defined as the return on the funds invested in these activities.