April 14, 2009

Monitoring online marketing ROI

Some guidelines on tracking ROI from online marketing campaigns:

  • Ask each customer how they found out about you.
  • Invest in web analytics to track all orders back to where they began their web session from. 
  • If you use an email marketing provider, use one that can integrate with your website to track orders.
  • Monitor other inbound channels (e.g. telephone) and use discount codes / special offers / unique phone numbers to label inquiries and orders. 
  • Allocate and invest time in analysing the performance of each campaign.

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