Marketing campaigns are investments. And like any smart investment, they need to be measured, monitored and compared to other investments to ensure you’re spending your money wisely. Return on investment (ROI) is a measure of the profit earned from each investment. Like the return you earn on your portfolio or bank account, it’s calculated as…Read More
Yesterday I was chatting with a young friend who was incredibly excited about a new marketing program she’d launched for her company. She’d spent about $65,000 and brought in almost $130,000 in new revenue. She proclaimed, “My campaign generated 100% ROI!” Whoops. I hated to rain on her parade, but she was making a major…Read More
If you’re a Wall Street Journal reader, there was a great article by Peggy Anne Salz on page A10 yesterday (it’s not available online). Peggy talks about the value of using metrics as a corporate tool and how companies like Anheuser-Busch, Procter & Gamble and Google use metrics to improve decision-making and performance. I’m a…Read More
Are you generating enough leads to meet your revenue goals? If you’re winging it, you’re less likely to hit your numbers. If you have to feed a village, you can’t toss your line and hope for the best. Instead, tie your marketing campaigns into your company’s customer and revenue goals. A few simple calculations can…Read More