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Return on investment is top of mind for marketers these days as most marketing efforts come under the scrutiny of ROI justification.

Here are a few insights gleaned from an interview with Jim Lenskold, President of theLenskold Group，关于如何改善和优化营销投资回报率的测量：

1. The biggest challenge in improving marketing ROI is removing cultural barriers and instilling a sense of discipline in planning and assessing the financial contribution of marketing.

2.针对更高价值，更高转换段的更好工作的营销策略对ROI的影响最大。

3. Measurements that use market testing and modeling are most conclusive and often under-utilized when measuring marketing effectiveness.

4. Choosing measurements that provide insight about how to improve future initiatives is the most important step in generating greater performance and profitability.

5. Using revenue instead of profits as the return is a basic financial error that marketers make. It must be corrected for accurate ROI calculations and credibility with executives.

When speaking with Erick Barney, VP of Marketing, atMotorcycle Superstore, about how his team saves precious marketing dollars for the company I couldn’t help overhearing a really innovative way they track organic search rankings.

The team creates thousands of web pages for key search terms to improve the site’s SEO. To make sure SEO efforts are effective they produce a monthly “Keyword Visibility Report.” It’s basically a report of how well the company’s top 100 keywords are performing.

“我们有一个分配任何运动的评分系统，”巴尼说。“任何30岁以上的东西，我们都会放置N/A。我们跟踪任何从1到30的职位的东西，每个月都会绘制它，随着它的发展，我们将分配一个新的排名。”

这份报告很容易让他们看看SEO efforts are paying off. In addition, Barney has an incentive program tied to the report, giving the team a reason to push the bar even further. How cool is that?

想想所有具有驱动它们的单一，有力目标的组织。Google的目标是帮助人们找到他们在网上寻找的东西。AARP旨在提高人口老龄化的生活质量。科勒旨在将日常商品转变为艺术。

Purpose should drive social media efforts as well. It worked for theBrooklyn Museum, which won the2008 Forrester Groundswell Awardfor “Social Impact.” The museum created a Facebook application calledArtShare，托管acrowd-curated exhibit在线，放置整个收集网络。

ArtShare allowed any museum or artist to share artwork on the social networking site. It allowed any Facebook user to display selected artworks on their profiles. The application attracted 3,007 active monthly users. The crowd-curated exhibit got 400,000 votes from the public.

And it was all driven by the museum’s purpose “to serve its diverse public as a dynamic, innovative, and welcoming center for learning through the visual arts.”

这可能是一个很小的例子，但值得注意的是，因为这些努力提高了对博物馆的认识，同时使博物馆的任务永存。

It’s easy to say *testing the access model* is a key to making money from content on the web. Most of you know, that’s easier said than done.

在采访了Rob Grimshaw之后FT.com, about the website’s stellar performance of lifting paid subscriptions and registered users last year, that’s the tactic that stuck to my thoughts.

I won’t go into all the details of how FT.com achieved a 9% lift in online subscriptions. You can read about it in an upcomingcase study。But I will say that a series of simple tests around access to content was a huge part of the strategy.

Here’s a takeaway that didn’t make it into the article:

-Test the presentation of pricing

我从一项有关FT.com的案例研究中注意到，该网站以前介绍了每月或每年的订阅定价。新模型每周自动提交定价。示例：根据“标准订阅”，价格为每周3.49美元（总计52周）。

When asked if the *per week* presentation boosted subscriptions, Rob said that testing it made “a tangible difference in the kind of response that we get.”

大约一个月前，我很高兴面试Tamara Adlin关于改善用户电子商务体验的最佳实践。

She was speaking atEtail West 2009in Phoenix and I wanted get her insight since she’s been in the field for the past 18 years. She created the Customer Experience services team atAmazon.com。

这是她增强用户电子商务体验的三大技巧：

Tip #1. Display differentiators and value propositions on the homepage

Adlin says 99% of the sites she sees fail to apply this simple rule. It’s as easy as constructing a simple statement, or bullet points, or a general voice that relays: Welcome. Here’s who we are. Here’s what we sell. Here’s how we’re different. Here’s why you should care. Here’s what you should do.

提示＃2。查看端到端的网站

公司应该养成每天点击网站的习惯。转到网站，单击销售或促销创意。你去哪里？如何使该过程对用户更有意义？您如何给他们他们想要的东西？

提示＃3。客户服务是关键

Don’t slack on customer service efficiencies. If a customer says the product doesn’t work, invest in a proactive customer service department that offers to expedite a new product immediately. The positive word-of-mouth garnered from that simple gesture is worth thousands of marketing dollars.

埃里克·安德森（Eric Anderson），新兴媒体副总裁White Horse，关于营销人员在市场上看到的事情应该和不应衡量的社交媒体指标提出了一些有趣的观点。

这是我从他的网络研讨会中收集的一些指示，“重要的3个社交媒体指标：”

1. Don’t over quantify

衡量社交媒体的工具正在从网络分析行业中获得提示。问题是公司的真正社交媒体存在太细微了，无法通过测量软件捕获。

2. Don’t focus on direct response

Marketers shouldn’t be looking at direct response actions that can be driven from social media. It destroys the real potential of social media. The purpose should be engaging with people in places they like to be, not turning them off by trying to make them go somewhere else.

3. Don’t freak out about ROI

He doesn’t mean don’t measure ROI. Marketers need to acknowledge that the ROI is much more complicated than anything that can be measured, Anderson says.

重要的是要认识到，当被认为是营销的组成部分时，社交媒体非常便宜，以至于不需要ROI指标。

So, what does he think is the right kind of metric for social media? Impressions!

假装每种社交媒体互动都是一种印象。

如果以这种方式进行测量，它可以告诉您：该程序会将我的信息扩展到更多的人，而不是我没有参与？如果我在我的广告系列中添加社交媒体组成部分，它会增加更多的印象，而不是我没有？

丹·海姆布罗克（Dan Heimbrock），总裁兼首席执行官，HyperDrive Interactive, had so many great examples to share about how word-of-mouth and email marketing can work together to create brand advocates that I couldn’t help sharing one.

海姆布罗克正在介绍一个案例研究MarketingSherpa’s 2009 Email Marketing Summit, March 15-17, and I had the opportunity to interview him last week about the topic.

He says often the only incentive that people need to become brand advocates is an opportunity to belong to something they care about.

阅读更多…

有没有办法衡量社交媒体的投资回报率？

我一直问这个问题，很少得到具体的答案，因为这只是难以衡量的策略之一。

MarketingSherpa的新研究社交媒体市场营销& PR Benchmark Guidesuggests that 43% of marketers rank the inability to measure ROI the most significant barrier to social media adoption.

I still don’t have the answer, but here’s one example of a way social media can impact an Internet marketing campaign:

阅读更多…

Client-side marketers are optimizing social-media efforts this year, says Karen O’Brien, Partner, Interactive Services,Crimson Consulting。我要求凯伦（Karen）描述她的大品牌客户中的社交媒体趋势。

Optimization is a big trend, she says.

公司正在优化社交媒体：

o setting standards and goals about how many members, RSS subscribers, friends, etc. they’d like to have on social-media channels

o setting standards and goals about conversations they want to target on social networks

o consolidating multiple presences on social networks, such as YouTube, Facebook, MySpace (often, big companies have several profiles on various social networks, each profile representing a different product line, brand, or service)

“From a customer standpoint, it’s confusing to see a bunch of different [presences] unless they’re clearly labeled,” Karen says.

根据研究数据，约有70％的消费者认为社交媒体网站是影响购买决策的信息来源MarketingSherpa’s 2009 Social Media Marketing & PR Benchmark Guide。

Now is more important than ever to optimize. Make sure your brand is not only meeting its goals, but also consolidating its social-media presence and clearly labeling each one.

互动服务合作伙伴Karen O’Brien，Crimson Consulting, said something really interesting about trends she’s been seeing with her Fortune 1,000 clients. I share it with you.

We were chatting about social media (a specialty of Karen’s), and she said she is seeing every business unit within companies, as well as every group with a geographical, segment, or product focus within companies, start to consider social media and implement it into their marketing efforts阅读更多…