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Marketing Articles: Metrics & ROI

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  • by Michael Perla
    Each metric you measure should be vetted in light of its reliability, validity, sensitivity, responsiveness, cost/benefit, comprehension, and balance. Yeah, we know. Putting each of your metrics through the paces may not seem exciting. But it is those measures that are the basis for any objective you set. more
  • by Jim Sterne
    Most companies seem to blithely ignore one set of metrics -- their customers’ feelings. more
  • by Michael Fischler
    When it comes to market positioning, there is a Golden Rule: A strong position is one that already exists. Identifying the inherent qualities of a product and then trying to determine which positions to adopt based on those qualities, is like drilling a round hole and then searching for a ... more
  • by John Marshall
    If you divide your users into logical groups and then compare and contrast how they behave and what they do, you'll have more accurate, actionable information that actually means something. more
  • by Jim Sterne
    Before you can decide what data you need, you have to know what you have. more
  • by Michael Perla
    In today’s uncertain economic environment, most marketing investments need to be vetted by the finance department and show a strong Return on Investment in order to be funded. more
  • by Jim Sterne
    hich data reports are actually useful to your organization? Well, it depends. It all boils down to how your company measures "success." more
  • by Christopher Kenton
    The next time you hear “ROI,” resist the temptation to roll your eyes, and think instead about the impact those three letters will have on your career. more
  • by Brett Hurt
    Do you know the difference between session and lifetime-based revenue analyses to measure the success of your online customer acquisition efforts? more
  • by Jim Sterne
    n the beginning, the IT department created the Web server and the server log. And darkness was upon the face of the marketing department.... more
  • by Glenn Gow
    Most companies do not use ROI tools effectively. Here are the steps you'll need to successfully complete the sales process. more
  • by Hank Stroll, Tamara Halbritter
    How do you deliver value to your B2B subscribers? more
  • by Jim Sterne
    e have the data. We have the pretty reports. But we do not have an educated team who can take the resulting statistics and turn them into meaningful plans. more
  • by Glenn Gow
    Many technology companies have developed Return on Investment (ROI) tools for their sales organizations. But while many have developed some type of ROI tool, very few would claim that they are winning significant business as a result. more
  • by Stern Dixon
    The economic downturn of the past two years has put marketers on the defensive. As budgets have been reduced and reduced again, marketers have stepped up efforts to find the Holy Grail of marketing--the formula, the software, even the general rule of thumb that enables marketers to measure the effectiveness ... more
  • by Gerry McGovern
    The days of having an intranet just because, well, it's a good idea are over. As a manager, you need to deliver hard data that justifies investment in your intranet. You need to show that a dollar spent on your intranet will deliver more value that a dollar spent elsewhere. ... more
  • by Eran Livneh
    hat is your most important marketing tool? Your spreadsheet application should be high at the top of the list. These days, running your marketing department without constant attention to the numbers is simply irresponsible. more
  • by Scott Buresh
    Most companies that have Web sites have access to traffic statistics. Those that don't look at these files don't know what they are missing -- there is a wealth of information to be found, and reacting to this information can have a positive impact on a company's bottom line. more
  • by Kim Goodwin
    The usefulness of personas in defining and designing interactive products has become more widely accepted of late. But there are still many misconceptions about how personas are created, and about what information actually comprises a persona. Just what ARE personas? And why should you care? more
  • by Jeff Propper
    Manage your advertising risk by subscribing to a tried-and-true "methodology." Learn from the successes (and mistakes) of those who have gone before you. more
  • by Robin Gurney
    Should media buyers spread their buys more widely to give their clients a bigger bang for their buck? Heck yes...according to our experience! more
  • by Stephen Shaw
    Marketing decisions are often made out of habit, or are based on blind faith or boredom. Success is often equally fuzzy. Why bother asking for success if you don't know what it means? more
  • How To Justify A Search Engine Optimization Budget
    by Michael Wong
    Still thinking about improving your web presence with search engine optimization? Find out if it's right for you by quantifying the value of search engine traffic. more
  • by Wendy Comeau
    This question, like many marketing questions you have ('Is our new viral marketing effort causing our brand awareness to increase?', etc.) can only be answered using techniques grounded in science. more
  • by Kathy Foley
    Many of today's trend reports sound like a bunch of research analysts backpedalling as fast as they can. Remember it wasn't too long ago when they were predicting that just about everyone would be buying just about everything on the Internet by 2005. more

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