Measuring ROI – Lesson 1: Don’t just look at Web Analytics

Return on investment is a sexy KPI right now; everything and everyone claims to provide easy calculations of ROI, value added services that show ROI, and other far-fetched promises.  Probably one of the hardest things a web analyst can do is measure ROI — true ROI.  We’ve become accustomed to using the term “return on investment” to include subjective value propositions; soft and cuddly marketing statements.  True ROI is just not available through analytics tools and web analysts do not have the luxury of full financial disclosure. Continue reading Measuring ROI – Lesson 1: Don’t just look at Web Analytics