ROI – it’s a campaign specific thing
February 18, 2008 at 5:20 pm Arun Krishnan Leave a comment
A very good article by Daisy Whitney on the much sought after ROI metric. She points out that ROI is very campaign specific, and measurements that determine the success of, say a branding campaign, are totally different from one focused on lead generation.
To this, I want to add that the analysis of the two might not always be totally different. Often a branding campaign has the direct result of increasing traffic to a web site through search (how many times have we searched for a brand after seeing an advertisement?… by the way, this is a rhetorical question to which the answer is, “more than once.”)
Once the visitor comes to a web site, the media planner will open up the analytics basket that will connect the worlds of branding and lead generation in ways that s/he might never have imagined.
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