The ROI question comes up all the time in the PR/Social Media Marketing world.
I’ve written about it a dozen times. So has every other marketing blogger. There are blogs devoted to measurement. There are conferences devoted to measurement. There are twitter chats devoted to measurement.
So much talk, so little agreement.
In my experience, almost every marketer who insists on measurement is ultimately quite satisfied with pretty charts.
There are a few reasons for this dilemma…
Not every marketer has the inclination or budget to invest in measurement. For example, P&G is widely acclaimed for “getting measurement right” via their marketing mix modeling (MMM) approach … but it costs millions to do it right. If the marketer decides to tackle MMM, but does so in a half-assed way, how is that going to be effective?
Not every marketer is willing to work with their peers in Sales. Ultimately most marketers agree that their feet will be held to the fire on motivating an expansion of the sales funnel. But to accurately do so requires collaboration with Sales. Sales & Marketing don’t always see eye-to-eye; it’s more convenient for them to be able to point at each other when things aren’t working.
Not every marketer is willing to talk to their webmaster. With so much of marketing going online, we can not only measure every click, but now can measure VIEW-THROUGHS. From a 2006 DoubleClick report:
Survey respondents said they were twice as likely to notice a web ad <or online article>, not click on it, but visit the advertised site later (61 percent), as they were to click on an banner ad to reach a site (30 percent).
So, we’ve known about view-throughs since the 2006 timeframe, but few folks invest in systems to track it… when I ask clients to look into solutions such as Tealium, they invariably sigh, “I don’t like talking to the webmaster” or something to that effect. Mucking about with the website is forbidden.
(Ironically this is even more likely to be raised as an objection by e-retail marketers, whom you’d think would care the most! — but every adjustment to the e-commerce site is as carefully plotted out as an act of Congress.)
It gets frustrating to be tasked with “figuring out the Measurement” stuff when so much of the onus really rests with the client to do a good portion of the systems implementation, tracking and analysis.
A pretty chart is just so much easier. And 9x out of 10, works just fine.
Posted on: November 10, 2010 at 3:23 pm By Todd Defren