The Marketing ROI Blog’s Mission Statement – er, Mission Post

Marketing and public relations people work hard. Yet we always have to prove our worth in good both good economic times and in bad. It’s not a bad thing – measurement helps us know if our initiatives work so if they don’t, we know how to adjust them on the fly or for next time. But what are effective measurement techniques?

Here’s a statistic I’d like to overcome from the Centre for Excellence on Media Practice (CEMP) in the UK:

In a recent study, it emerged that 68% [of] marketers are unable to establish the ROI of their campaigns.

Blech.

I was inspired to start this blog not only by my experiences and depressing statistic outlined above, but also from some of my measurement heroes:

• Scott Sigler’s “Does It Sell Stuff?” blog
• KDPaine’s PR Measurement Blog – the woman who showed me there was hope for PR measurement
• Occam’s Razor by Avinash Kaushik, the Analytics Ninja (anytime you can couple martial arts with math, I’m in. My life goal is to be an ROI expert with mad self-defense skills as well.)

On this blog, I specifically want to outline case studies where companies actually calculated an ROI of a marketing campaign, and what tools they used to do that. Also, I want to explore non-monetary ROI measurement techniques like online relationship measurement for non-cash goals.