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Tompkins, C. (2021, January 1). The Two Types of ROI: Return on Investment vs. Return on Influence: Now, it’s time to make the best out of both metrics... (CANADIAN INSTITUTE OF MANAGEMENT / INSTITUT CANADIEN DE GESTION). Canadian Manager, 46(1), 20.
A look at ROMI and return on marketing influence.

Corbett, P., Keeley, N., Belmarez, G., Blickle, F. W., & Schaer, O. (2022). Building a Better Benchmark: Predicting Effects of Shopper Marketing on Sales. 2022 Systems and Information Engineering Design Symposium (SIEDS), Systems and Information Engineering Design Symposium (SIEDS), 2022, 363–368.
An example approach for measuring ROMI.

Ngamjarussrivichai, P., Jeemali, P., & Panitsettakorn, W. (2018). Designing an online marketing investment evaluation system case study of cosmetics manufacturing company. 2018 5th International Conference on Business and Industrial Research (ICBIR), Business and Industrial Research (ICBIR), 2018 5th International Conference On, 469–474.
Using the 5 Whys Analysis as part of measuring ROMI.

Hain Celestial probes global brand building, marketing investment as new CEO Wendy Davidson outlines strategy. (2023, February 8). Just-Food.Com.
Real-world example of adjusting marketing expenditures to better meet market and sales trends.

Emmer, M., & Merchant, K. A. (2020, July 1). Measuring marketing return on investment: Marketing outcome metrics improve both market-related investment decision making and market professional accountability. Strategic Finance, 102(1), 25.
Measuring return on marketing investment can be challenging. The authors of this article address some of the means of measure.