• Shake It Up, BabyMetrics & ROI
  Based on the premise that data's no fun (and no use!) without insight, BrandZ has launched BrandZ 100, an iPhone app that takes its annual Top 100 Brands Report and actually makes it fun to read. Developed by IconMobile, the app—decked out in crisp black, white and red—takes you straight to ... more
• Fear Not, NumerophobicsMetrics & ROI
  Speculate all you want about how successful an online marketing campaign has been. But once someone brings hard data to the table, all bets are off: The answers are plain to see. Surprisingly, however, the average company doesn't make marketing decisions based on data. Why? Some companies explain that they ... more
• Who Invited You?Metrics & ROI
  Last summer, Morgan Stewart of ExactTarget quizzed 2,400 people on their attitudes toward marketing and made an interesting discovery. "70% of consumers who visit Facebook at least once a month and are a 'fan' of at least one company or brand, don't believe they have given those companies permission to ... more
• Getting Hot, Hot, HotterMetrics & ROI
  Does the URL to your Web page sizzle? In a recent Bloggapedia post, online marketer Bill Hartzer reports on the Alexa Toolbar's popular Alexa Hot URLs list. According to Hartzer, the list presents "the hottest Web pages on the Internet right now," and it's updated every five minutes! That should ... more
• Oh, so That's How It WorksMetrics & ROI
  It's happening less often these days, but you probably still encounter executives or colleagues who have trouble wrapping their heads around newer technology—how something works, for instance, and what it can do for them. So if you find yourself trying to explain the ins and outs of Google Analytics to ... more
• The Ho-Ho Heat Is OnMetrics & ROI
  "The holiday season is the most important time of year for retailers, when aggressive goals are set for increased traffic and sales, both in-store and online," says eROI's Alex Williams in a MarketingProfs article on key takeaways from his podcast with Chad White of Smith-Harmon. As you experience this holiday season's campaigns ... more
• Yeah, but What Does It Mean?Metrics & ROI
  "With free programs like Google Analytics," says Corte Swearingen in a post at the SmallBiz Marketing Tips blog, "acquiring data is not the issue—the challenge is finding a way to improve your bottom line using that data." Swearingen discussed the issue with Jason Burby, author of Actionable Web Analytics, and here ... more
• Good Design Doesn't Just HappenMetrics & ROI
  Ever wonder how great search results end up that way? Well, in a recent post at the User Interface Engineering blog, Jared Spool says there are no shortcuts to search-result success. According to Spool, "There is no way you can produce a great search-results page [on your website] without spending ... more
• Does This Look Like Spam to You?Metrics & ROI
  "We all have opinions about what constitutes spam," begins a post at the Marketance blog. Indeed, while some would argue that meeting the letter of the CAN-SPAM law puts you in the clear, others insist such legislation is merely the jumping-off point for best practices. In the end, spam is ... more
• You Don't Drive Me Nuts Anymore!Metrics & ROI
  What makes Twitter so useful is also what makes it difficult to navigate: everyone is spewing what they think, all the time, about anything imaginable. This is good for tracking brand buzz, because when you run a search on Twitter it's like being clairvoyant: the opinions are there, raw and ... more
• Top 10 Online Retail Categories, September 2009Metrics & ROI
  The top online-retail category by average order size ($) in September was automotive, followed by computer hardware in second place, and event and movie tickets in third. more
• No ExcusesMetrics & ROI
  "One of the ultimate excuses for not measuring [the impact of marketing efforts] is: 'Oh, that's just a branding campaign,'" says Avinash Kaushik in a post at the Occam's Razor blog. "Admit it, you've heard it. I suspect you've even used it liberally!" But is it true? Not entirely, according to ... more
• Stay Tough, Stay TrendyMetrics & ROI
  Want to boost search results? Try benchmarking based on the latest trends, says Performics' Michael Kahn in a Chief Marketer article. An analysis by Performics of data from more than 200 paid-search programs uncovered some important shifts this past spring within many actively managed search campaigns; they could signal the ... more
• Problem Solved: What's the Right Social-Media Fit?Metrics & ROI
  You know your company needs to jump in to social media to compete in today's Internet-based marketing world. But which channel is right for you? How can you find the right social-media fit? more
• Just Show Me What You WantMetrics & ROI
  When you have products or services that customers don't buy on a regular basis—for instance, big-screen televisions or luxury excursions on the Orient Express—targeted email offers based on previous purchases may not be the best way to determine what they want next. That's why Sean Duffy of the UK-based EmailCenter ... more
• They Like Us! They Really Like Us!Metrics & ROI
  Research coming out of Penn State reports that 20% of tweets—those wee messages published on Twitter—are brand-oriented. And not the way you'd naturally expect. While researchers originally thought they'd find lots of brand engagement in the form of product reviews or referrals, what they discovered was this (hold on to ... more
• How a Minority Can Look Like a MajorityMetrics & ROI
  Let's say a travel company sends out a series of email messages with a variety of offers. Campaigns 1 and 3 produce average clickthrough rates of just over 4 percent; campaigns 2 and 4, however, generate rates of 6.68 percent and 6.4 percent, respectively. "Clearly, emails 2 and 4 resonated ... more
• Better Than a Magic 8 BallMetrics & ROI
  "It can be difficult to measure success of efforts that rely on emerging media," says Evan Gerber in an article at MarketingProfs. "[D]espite the fact that they are online channels, it's tough to decide what to track and what the numbers mean." So how do you get a firm ... more
• This Will Be on the TestMetrics & ROI
  "Something that we preach at eROI is to TEST TEST TEST," says Ryan Buchanan in a post at the company's blog. "We believe that testing should be an integral part of every email marketing campaign." If you're not sure how to get started, eROI comes to the rescue with a ... more
• Put Your Metrics to Work for YouMetrics & ROI
  In a recent article for MarketingProfs, Karen Talavera discussed the importance of measuring metrics that matter, and outlined the difference between process metrics and contribution metrics. In a follow-up article at the site, she explains how the information you've gathered can be used to produce valuable insights like these: Post-campaign response ... more
• Use the Right ToolsMetrics & ROI
  In a post at Harvard Business Online, Scott Anthony recalls a client who read a magazine article suggesting a focus on quantitative research for businesses with limited resources. He wanted to know if this would, indeed, produce the best data. Anthony's response: "While of course quantitative surveys can generate important ... more
• Facebook, Nielsen Partner to Measure Ads' ImpactMetrics & ROI
  Facebook has entered into a multiyear partnership with Nielsen to allow better measurement of the effectiveness of advertising on the widely popular social networking site. The alliance is yet another move by Facebook to heighten its attractiveness as a marketing platform. more
• It Doesn't Have to Be Either-OrMetrics & ROI
  A question many small businesses face when money is tight is whether to invest in pay-per-click (PPC) search marketing or search engine optimization (SEO). The answer, says Claudia Bruemmer in a recent blog post, is both. "Start a PPC campaign to gain visibility in the search engines and define the ... more
• Fist-Bump Your Card-Stack Into OblivionMetrics & ROI
  The sun is setting on the tyranny of business cards—that stack of stiffs that seems important as you add to it again and again, but which you never really get the chance to sort through later. Well, hail and farewell!  One application precipitating the demise of these paper dinosaurs is Bump, which pretty much turns ... more
• Adobe to Buy Omniture for $1.8 BillionMetrics & ROI
  Adobe will buy Web analytics firm Omniture in a move to enable Adobe customers to better measure and monetize their digital assets, said Adobe. more

Metrics & ROI: See all 97 items

Metrics & ROI articles by the best and brightest in the field

• Want to Better Manage Web Content? Five Questions for Your IT Staff by Ryan Stocker
  Well-run marketing campaigns must be supported by well-run websites to deliver rapid return on investment. By posing these five simple questions to IT staff, marketers can take on a more active role in ensuring a positive Web experience for visitors—delivering campaign results and, ultimately, corporate success. more
• 22 Cheap or Free Web Usability Tools, Part 2 by Craig Tomlin
  In Part 1 of this series, we discussed the value of usability testing and talked about some testing tools. Here are more reviews of low-cost or no-cost usability tools. more
• Proving ROI for Search-Engine Optimization by Dan Skeen
  Search-engine optimization (SEO) provides several return on investment (ROI) measures that can have a positive impact on a company's bottom line far more visibly than most marketing tactics. Yet despite all the potential, and the many SEO success stories, it can still be surprisingly difficult to make a case for investment ... more
• Moving From Data to Action by Justin Talerico
  Your site visitors are not one big herd of cattle moving from Point A to Point B. So to optimize response, you need to segment your visitors and your analysis. more
• 3-D Analysis, No More Guesswork by Scott Brinker
  Post-click marketing at its most basic is a conversion path rather than a single landing page. People who respond to your ad land on a path. As they move along this path, they make choices that give you information. more
• Where Post-Click Marketing Fits in the Picture by Justin Talerico
  Why is so much effort put into the pre-click piece and so little effort put into the post-click piece? It's one puzzle after all. more
• The Very Real Impact of High-Performance Landing Pages by Scott Brinker
  Small differences in the quality of customers' post-click experiences tend to create big differences in conversion rates. more
• Measuring What's Meaningful in Social Media by Mack Collier
  How do you measure the effectiveness of your social media efforts? Many companies are not properly tracking the right metrics. Or they are tracking the right metrics but aren't applying those metrics to their full effect. Here's a look at four metrics that companies use to assess their social-media efforts ... more
• 22 Cheap or Free Web Usability Tools, Part 1: An Introduction by Craig Tomlin
  Usability testing can increase your website's conversion rates and improve sales. Here are some cool tools to help you do just that. more
• Are Your Marketing Dollars Buying Customers—or Just Renting Them? by Debra Ellis
  How many marketing dollars did you waste last year contacting customers who didn't buy from you? It's easy to look back to see where your investment was ineffective... if you know precisely where to look. more
• The Five Levels of Online Privacy and Tracking by Jim Sterne
  Marketers must improve the transparency of their data-collection practices if they are to help calm their customers' fears. Giving website visitors control is always the right move. You acknowledge that they have the control anyway and accept the responsibility of offering sufficiently significant value to entice the customer to exchange ... more
• Measuring What Matters in Email Marketing, Part 2 by Karen Talavera
  There are many approaches to using email-campaign metrics to measure and improve marketing performance. The following are the top five approaches, along with appropriate measures and usable insights for each. more
• Setting Performance Targets: The Ins and Outs in 10 Steps by Laura Patterson
  Despite the emphasis on and progress in marketing performance measurement and management over the past decade, research continues to show that the link between marketing and the business still needs to be stronger and clearer. more
• Why CMOs Need to Instill Better Measurement Discipline... Now by Jim Lenskold
  Putting a measurement discipline in place involves going beyond the occasional campaign measurement or results tracking; it means establishing standard processes across the organization. Within large marketing organizations there are usually a few measurement "champions" who recognize the benefits of and push to improve their own results with better measurements. However, ... more
• Measuring What Matters in Email Marketing, Part 1 by Karen Talavera
  It's high time for email marketers to assess campaign performance in terms of the business and marketing goals, objectives, and contribution expectations that matter. So how do you figure out what matters? Hint: There is no one-size-fits-all answer. more
• Making Twitter Success Measurable by Evan Gerber
  For new-media darling Twitter, marketers are finding more tools to help them understand how their efforts are performing. This article will explore different ways to measure success (and mistakes) on Twitter by examining several real-world campaigns and the tools marketers can use to measure campaign success. more
• Your Keywords: The PPC and SEO Gold Mine in Your Own Backyard by Larry Kim
  Your own keyword analytics data is the most valuable marketing asset of your company. In fact, the data contained in the keyword report from your Web-analytics application (which tells you how people are finding your site through paid and organic search) is much more valuable than traditional marketing data, such ... more
• Jump-Start Marketing Accountability: Three Ideas for Giving CFOs and CMOs Something Better in Common by Kevin Clancy, Peter Krieg
  We're five or so years into the "Era of Accountability," and what do we have to show for it? Is marketing any closer to demonstrating to CEOs and CFOs what they're getting for their money? Are we marketers more comfortable in our own skins, confident of our ability to measure ... more
• Five Essential Strategies for Measuring Marketing Effectiveness by Ram Krishnamurthy, Brad Ewald
  To drive response and determine the appropriate marketing mix in this new digital paradigm, marketers must adopt a fresh approach to understand how to influence prospects and customers. By doing so, marketers can maximize marketing spend and generate stronger return on investment. more
• Four Customer-Centricity Best-Practices and Three Customer-Value Metrics for Customer-Relationship Success by Laura Patterson
  Changes in the way customers receive and process information via social-networking sites, mobile phones, and the Internet, combined with shrinking margins, deteriorating customer loyalty, and increased demand for marketing accountability, suggest the need for a new approach to customer-centricity. A. G. Lafley, CEO of Proctor & Gamble, signaled this reconfirmation best ... more
• Eliminate Fear: Use Your Click-Through Data! by Josh Nason
  In every email campaign, you should have direct links to specific pages on your website, helping you gauge and track what's moving the meter in your emails. If you're using a proper email service provider (ESP), you should be able to easily see in real time who clicked on those ... more
• Real Marketing Analytics for B2B Lead Generation by Lisa Cramer
  Marketing analytics used to simply be about measuring the hits on your website and the number of opens and clicks on emails. But as marketers we know that the times are changing. Today, marketers must find a way to manage leads through the lead life cycle, which requires visibility into how ... more
• Does Your Email Need a Frequency Adjustment? Ways to Tune the Dials by Karen Talavera
  What to send, and how often, are the top questions facing any email-marketing-program manager today. Yet, all too often, frequency for the sake of frequency trumps relevancy in this channel. It's a classic catch-22: Email works so well that it runs the risk of undermining its own potential. more
• How to Address Marketing ROI and Measurement Pressures in a Tight Economy by Jim Lenskold
  With marketing teams being challenged to deliver results despite tighter budgets and smaller staffs, how is it possible to improve measurements and ROI analysis now, when they did not get addressed in prior years, when more resources were available? more
• The Customer Lens: An Approach to Customer Touch-Point Analysis by Barre Blake
  Few marketers would dispute the statement that it is the sum of all customers' interactions with a company, over time, that ultimately creates or destroys that company’s brand value. Yet few companies take the time to look at their own business practices comprehensively through the lens of their customers to ... more

See all Marketing Articles

Metrics & ROI case studies, deconstructing real life examples and illustrating lessons learned

• How a B2C Website's Landing-Page Tests Increased Conversions 67%BabyCenter
  CASE STUDY: What do you do when the landing page for your most popular search term converts some 30 percent less frequently than your general landing page? more
• How a User-Focused Website Boosted Sales at Jelly BellyJelly Belly Candy Company
  CASE STUDY: How Jelly Belly earned double-digit growth in Web traffic, conversions, and sales. (And you can, too.) more
• How Mobile Text Marketing Is Increasing Ancillary Revenues, Room Upgrades, and Customer LoyaltyDays for Business Alliance (Days Inn)
  CASE STUDY: Cutting-edge customer service that relies on mobile texting has helped an alliance of hotels to retain customers among the thinning number of business travelers—and avoid disaster during the economic downturn. Read on to see how. more
• How a Franchiser Automated Its Marketing Support to Improve Efficiency, ProfitabilityCartridge World
  CASE STUDY: Global ink and toner supplier Cartridge World expanded its US presence to 650 franchisee-owned stores. But its marketing support lagged behind. Here's how the company turned things around: creating a centralized marketing resource center, upping efficiency and increasing profitability. more
• How NHL.com's Online Campaign Helped Dodge Launch a New Vehicle, Exceed Sales ForecastsNHL.com
  CASE STUDY: Before any talk of bailouts, Chrysler called on 15 Web sites to help improve consumers' perception of the Dodge brand and launch its first crossover vehicle, the Journey. NHL.com cut through the clutter and delivered the brand message. Here's how. more
• How a Diving Equipment Retailer Leveraged Targeted Web Site Promotions to Lift Revenue, ConversionsDivers Direct
  CASE STUDY: Senior management at scuba-supply outfit Divers Direct weren't convinced they needed to run promotions or offer discounts to increase Web sales. A test using Sitebrand's personalization platform quickly changed that perception. more
• How New Media Helped Auction Direct USA Boost Sales 40%Auction Direct USA
  CASE STUDY: While auto dealerships across the nation struggle to survive in the new economy, Auction Direct USA's business is expanding. In fact, its fresh approach to online marketing has transformed the brand of this "used car dealer" to drive up sales. more
• How HP Boosted Product Sales 84% by Letting the Blogosphere Run Its Online Marketing PromotionHewlett-Packard
  CASE STUDY: Hewlett-Packard simply handed over a $5,000+ computer prize package to each of 31 bloggers, asking them to give away the prizes to their readers in any way they saw fit. HP trusted the bloggers' influence over the market it wanted to reach—and had faith in their creativity. Turned out, that trust and faith were not misplaced. more
• How a Telecommunications Company Used Video to Streamline Its Sales ProcessDigium
  CASE STUDY: Digium created a Web-based video that covered all the essential points of in-person presentations, but in a format more easily accessible to all of its sales outlets. The results: a more efficient sales process and an effective press tool. more
• How a Technology Company Leveraged March Madness Live Streaming to Increase Visibility for Its Own ProducteTelemetry
  CASE STUDY: When CBS Sports announced that it would once again live-stream the NCAA March Madness tournament during regular business hours, eTelemetry jumped at the chance to use the event as a prime backdrop for its own campaign. more
• How a Small Internet Publisher Doubled Its Email Database & Reduced Marketing Spend With Cost-per-LeadTripmela, Inc.
  CASE STUDY: Earlier this year, when online travel publisher Tripmela was in startup mode, CEO Jared Blank determined that he needed to achieve a $1.50 cost per acquisition if he was going to lead this fledgling to profitability. Here's how he did it. more
• How Sherwin-Williams Used Digital Collateral for a Newly Launched Product to Engage Retailers and ConsumersSherwin-Williams Company, Krylon division
  You have a snazzy new product and need marketing collateral to show it off. You want to rally your sales force around it, and at the same time excite the retailers who'll carry it. Print won't do. But digital will. more
• How a Video Podcast Series Garnered a Top Industry Award and 68,500 views in 12 MonthsTellabs
  Last spring, telecom player Tellabs launched its "Get Schooled" video-podcast series as both a way to communicate with customers as well as showcase the depth and breadth of its offerings. Get Schooled did that and more... generating tens of thousands of views, landing a coveted interview, and garnering an industry award. more
• How One Whitepaper Generated 500 Leads and Significant PR for a B2B ManufacturerJER Envirotech
  JER Envirotech, a manufacturer of environmentally friendly thermoplastic biocomposite materials, needed to stand out in the green manufacturing industry. Its solution: create a white paper to both explain and build credibility for its offerings. Here's how that led to 500 new leads over 60 days. more
• A Niche E-tailer Sizes Up Glamour... One Customer at a Time, Boosting Sales with a Personalized Web Site ExperienceSydney's Closet
  Five years ago, Sydney's Closet sold only plus-size prom dresses. Since then, however, the company has significantly expanded its lines, and it sought to segment its customers to help deliver content and offers that would be specific to their interests and needs. Here's its approach. more
• How a Bed & Breakfast Inn Boosted Its Bookings with One Video AdMorning Glory Inn
  As a B&B in the highly competitive historic Pittsburgh area, the Morning Glory Inn needed a way to attract more recreational and business travelers. Its Web site, the Yellow Pages, and direct mail initiatives continued to bring in some new customers. But here's how the inn boosted its online visibility through rich media, and learned three valuable lessons on the way. more
• How a Consumer Electronics Company Leveraged the Power of Community to Uncover Market Preferences and Build Excitement for a New Product LineEastman Kodak Company
  When it chose to enter the saturated inkjet market 20 years late, Eastman Kodak had a few surprises up its sleeve. Still, the company found it also needed a little marketing ingenuity if it was to gain market share. more
• How a University Embraced Social Media and Scored Millions in YouTube ViewsCarnegie Mellon University
  How does a university up its visibility with an increasingly wired target market of both students of alumni? By orchestrating a Web 2.0-focused Web site redesign that set the foundation for an ongoing social media campaign. more
• How a Web-based Company Increased Leads 90%—and Sales 23%—via PPC-Visitor Profiling, Landing Page PersonalizationCompany: Continental Warranty
  Continental Warranty used pay-per-click ads to generate leads by providing free quotes for extended-warranty coverage. But lead volume had plateaued. So it began to profile its web visitors, then direct them to microsites matching their profiles—and nearly doubled leads. more
• How MyFax Upped Customer Engagement, Achieved a 79% NetPromoter ScoreMyFax
  Internt fax service provider MyFax wanted to tap into the power of word-of-mouth referrals by improving the customer experience and maintaining highly personalized customer interactions. But as an online company, it faced the issue of how to individually engage customers to ensure long-term relationships. Here's what it did. more

Metrics & ROI: See all 59 case studies

Metrics & ROI online seminar broadcasts from the best minds in marketing

• Getting Buy-in with Social Media Measurement: Don't Sweat the Small StuffAttendee rating:  - Aug 20, 2009
   
• Cracking the Code: Web Analytics for Paid Search AdvertisingAttendee rating:  - Jun 25, 2009
   
• How to Craft a Winning Business Case for Your Marketing InitiativeAttendee rating:  - Apr 16, 2009
   
• When the Budget Axe Falls: What to Cut, What to Keep, What to GrowAttendee rating:  - Mar 12, 2009
   
• Creating a Customer-Centric, Measurable Marketing PlanAttendee rating:  - Oct 16, 2008
   
• Prove It: Tools and Techniques to Measure the Effectiveness of Social Media CampaignsAttendee rating:  - Jul 24, 2008
   
• Beyond Trade Show Metrics: Improving Your Event Marketing ROIAttendee rating:  - Jul 10, 2008
   
• Using e-Metrics to Optimize Your All-Around Marketing StrategyAttendee rating:  - Apr 3, 2008
   
• How to Make Marketing Indispensable to SalesAttendee rating:  - Feb 7, 2008
   
• Brand Metrics: Three Pathways to Measure ROIAttendee rating:  - Apr 5, 2007
   
• Testing, Testing -- The Last (and Best) Direct Marketing TacticAttendee rating:  - Mar 15, 2007
   
• Evaluating Marketing Mix TradeoffsAttendee rating:  - Oct 5, 2006
   
• How Marketers Win Friends and Keep Profitable Customers Through ROI AnalysisAttendee rating:  - Sep 21, 2006
   
• The 3 Big Secrets Behind Successful Marketing DashboardsAttendee rating:  - Sep 7, 2006
   
• Web Analytics All Over Again: What's Old, New, Tried and TrueAttendee rating:  - Oct 20, 2005
   
• Managing Customers As Long Term InvestmentsAttendee rating:  - Sep 29, 2005
   
• CFO vs. CMO Smackdown: How to Win the Budget BattlesAttendee rating:  - Aug 4, 2005
   
• Marketing Metrics: Linking Marketing to Financial ConsequencesAttendee rating:  - May 5, 2005
   
• Web Analytics: Best Practices in the Real WorldAttendee rating:  - Oct 22, 2004
   

Metrics & ROI: See all 19 seminars

Metrics & ROI marketing downloads for the busy professional

• Social Media ROI Success Stories
  Learn how social media is changing the way we market to consumers and businesses, and how 11 companies are measuring and monitoring the success of their social media campaigns.
• Benchmark Research: Marketing in the Economic Crisis
  These economic times have everyone concerned and asking, "How does this effect marketing?". Well we surveyed our very own members to help give marketers a sense of how others are dealing and adapting to these tough times.
• Email Marketing Benchmark Report 2008
  This 150-page Email Benchmark Report 2008 was developed by surveying our very own MarketingProfs members. Find out what the competition is doing so your 2009 email marketing budget makes sense!
• B2B Lead Generation: Marketing ROI & Performance Evaluation Study
  MarketingProfs research studies the effectiveness and performance of lead generation comparing quantity to quality.
• Benchmark Report: Marketing ROI (Year 3)
  In this 2007 survey, the third annual on ROI, respondents who use ROI for their marketing efforts expect greater growth and enjoy greater confidence from their senior management than respondents who don't use ROI.
• Small Biz How-To Guide: Avoiding Key Pitfalls
  Let's face it, more small businesses fail than succeed. Make sure yours is one of the winners with this guide to getting your small business off the ground and solidly on the road to success.
• E-Newsletter How-To Guide
  The e-newsletter has become ubiquitous. Almost a dime a dozen. How do you make yours not only stand out in the inbox, but make a positive impact on your bottom line? This guide will show you how.
• Marketing Metrics How-To Guide
  Metrics is the guiding light of your marketing efforts. Without measurements, you're operating in the dark. Make sure you are tracking the right metrics, and get tips on interpreting the data with this comprehensive guide.
• B2B Direct Marketing How-To Guide
  Direct marketing is one of the fastest changing disciplines within marketing today. What worked 10 years ago, isn't working today. Heck, what worked last week sometimes doesn't even work today, so keep your skills sharp with his How-To guide, focusing on the B2B market.
• Benchmark Report : Marketing ROI (Year 2)
  This 2006 survey, the second annual ROI study, demonstrates that companies are definitely getting the ROI message. This study shows a significant increase in the number of companies that have implemented some form of Marketing ROI measurements. And let's face it, Marketing ROI is here to stay. Jim Lenskold says, "Marketing ROI will continue to be a priority as long as maximizing profits is a priority for corporations." Well said, Jim.
• Benchmark Report: Marketing ROI (Year 1)
  In a 2005 survey, the first in an annual series, Jim Lenskold found that only 1 in 5 respondents was actually using ROI measures for marketing efforts -- 99% of those respondents indicate increased profitability due to the use of ROI. See this and subsequent reports for a full picture of the evolution of marketing ROI.
• Marketing ROI and the Sales Funnel
  In this guide, you will learn how to structure, motivate and measure the marketing and sales functions to maximize profit. Topics include: 1) a high-level self-assessment to determine potential sources of profit leakage; 2) how to map out and improve strategies related to the buying cycle; 3) how to apply marketing ROI principles to create strategies to reduce and recycle leakage from the buying cycle; and 4) how to leverage insight on your key profit drivers and customer-level analysis to improve profitability.

Metrics & ROI: See all 12 downloads