ROI Measurement for Online Marketers

January 10th, 2011 by Steve Latham Leave a reply »

Throughout 2010, I had the pleasure of speaking to audiences in Washington DC, Atlanta, Austin, Dallas, San Diego, San Jose (California and Costa Rica!) and Houston on one of my favorite topics: measuring results from online marketing.  While I’ve been speaking about measuring impact and quantifying ROI for years, it was clear that marketers are increasingly shifting their focus to measurement and accountability.

When I asked attendees what they were hoping to gain from the session, one DC marketer said only half-jokingly “to justify my existence”.  I remembered it because it was funny, but also because it’s true.  Marketing budgets are still very tight, and every dollar that is spent has to be justified.  Consequently, there is an increasing focus on measuring results and demonstrating an acceptable ROI.  This not only requires  knowledge and tools, but also the ability to translate online metrics into business results that are understood by the c-level.

My presentation Closing the Gap on ROI Measurement addresses these issues in today’s context, where results matter.  The contents include:

  • How “above the line” and “below the line” are merging – digital goes through the line
  • Challenges faced by marketers today
  • How to translate online metrics into business results
  • Roadmap for Measurement Success
  • Online Surveys
  • Attribution Analysis
  • ROI Methodology
  • Case Studies to demonstrate each concept

As always, comments are welcome.  And feel free to share!

Steve Latham
@stevelatham

 

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