Ideas, musings and inspirations.

In redesigning websites for 25 years, we have come to realize that a website is a machine for liberating prosperity and realizing institutional destiny. However making a business case for to ROI-minded, quant-driven business leaders (such as chief operating officers … Continue reading

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Marketing ROI formula is easy enough: However, working with higher education clients for more than two decades has made it clear to us that calculating marketing ROI is challenging, especially in our current era of media fragmentation, device proliferation, and … Continue reading

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In our 20+ year history of building websites, almost all our clients were initially skeptical about the return on investment from a website redesign; they underestimated the impact the new website would have on their business. After a year or … Continue reading

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When it comes to higher education and small and midsize business (SMB) lead harvesting, it is not uncommon to see many sub-domains working in tandem with main marketing websites to generate traffic and inquiries. Add in third party landing page(s), social … Continue reading

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Last Thursday, we had an interesting monthly performance report (ROI) meeting with a client. In that process, we made several observations about traffic downturns on a particular program, which defied the historic trend data. At the same time, there seemed … Continue reading

You’ve probably watched enough “Law and Order” episodes to be familiar with the phrase, “follow the money.” Usually the prosecutor is telling the detectives or a forensic accountant to “follow the money.” The same is true for smart CMOs. Right … Continue reading

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Like a mythical search for a leprechaun’s pot of gold, marketers must often undertake a circuitous route to evaluating ROI. First, there’s the bravery test. Post-recession marketers now find themselves defending every penny in an otherwise tight budgetary environment. Those … Continue reading

Taken the dive into “Big Data” yet? If not, take heart. It’s not the amount of data that you accumulate that’s important. It’s more important to collect the right information. That takes thoughtful planning. Our tendency is to review performance … Continue reading

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Since New Years is a traditionally a time to take stock, here are five thought-provoking thoughts on marketing ROI from a few of my favorite experts on the subject (not ranked in any particular order).   1. “Choose no more … Continue reading

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Pendulum is swinging away from paid marketing towards inbound marketing. Elliance, a firm believer in the power of AND-thinking and not EITHER-OR-thinking, recommends that marketers embrace both. In fact, we see the relationship between inbound marketing and paid marketing as … Continue reading

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