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Marketing ROI: The Big Picture (PDF 280 KB)

It's the thing every marketer has to face at some time in his or her career (maybe every day). And that's a CEO, CFO, or Senior VP asking you to prove that your budget really is contributing to the bottom line.

As a profession, marketers have never really had a simple answer that was able to satisfy those kinds of questions. Is it leads or awareness? Web hits or trade show traffic? Inquiries or sales? The answer is yes, and no, and maybe. The reason is that marketing, like economics or even brain surgery, requires a mixture of art and science.

The key is measuring the right things in the right ways to get a coherent answer. For you and your company. Because everyone's measurements need to be customized for their specific situations. And there needs to be complete alignment between objectives, tactics, and measurement techniques.

Measurement tactics differ markedly across the levels of the AIDA model:

• Awareness
• Interest
• Desire
• Action and Web Action.

And a new special report on "Breaking Anonymity" on the web and another on
"Building your dashboard."

Go to B2B Insights Blog, the Godfrey Web log, and read what our people – and our readers – have to say about marketing accountability and ROI. And add your comments as well. Go there now.

Or talk to us directly. If you need help measuring your Marketing ROI,
Contact Us. ).