Measuring ROI seems to be a hot topic this week, as Bill previously pointed to an article about why it’s important to measure ROI on social media marketing efforts.
A new study by Omniture doesn’t go into why measuring ROI is so important, but it does show that marketers simply aren’t doing it, regardless of online marketing method: “80% believe ROI from online marketing activities is important to measure, but only 31% of marketers can effectively measure it,” according to the 2010 Omniture Online Analytics Benchmark Survey. Further, “86% of respondents think conversion rate from online marketing activities is important to measure, but 25% cannot effectively measure it.”
At Hammock, we do a lot of content marketing for clients, and for each of those clients, we report back on a monthly basis about how our content marketing efforts are working for them. And by “report back” I don’t mean vague statements about how awesome our work is; I mean specific metrics that clearly show how our work is helping our clients achieve their business goals.