Posts Tagged ‘ROI measurement’

ROI Measurement for Online Marketers

January 10th, 2011

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


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“Blogging for Business” Recap and Slides

July 26th, 2008

Yesterday I had the pleasure of participating on a social media panel at the Houston Technology Center along with Katie Laird and Kelsey Ruger. I didn’t see any glowsticks, cell phones or lighters swaying in the audience, but I heard good things and thought you might be interested in learning more.

After Kelsey spoke about social media from a sociological perspective, I presented the business case for Social Media and discussed why brands have to embrace it, and how they can measure the impact on their business. To learn more, you can view my presentation below or on slideshare. Katie then spoke about how to implement a social media program. You can view their presentations via the links above.

If you have thoughts, comments or questions regarding social media, I’d love to hear from you! Also feel free to Join me on facebook or Follow me on Twitter.