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Calculating Roi For Trusted Feed
Posted 08 April 2004 - 10:10 AM
While we are having tremendous success with the trusted feed, it's almost impossible for me to calculate the ROI for this. We've gained more than 7,000 clicks in the past month, but it's difficult to tell how useful they are. The two main barriers are that we do not sell products on our site, and because of the nature of our industry, we have a company rule against placing cookies anywhere on the site.
Suggestions I've heard include creating a landing page for campaigns to target, or implementing an 800-number for sales calls coming only from the website. We are looking into both of these, but they will be slow in materializing, if they do.
Can anyone think of other ideas on measuring ROI for trusted feed? I'd love to be able to show my CFO that we've spent $X and gotten Y amount of leads or sales as a direct result.
Posted 08 April 2004 - 02:45 PM
What would be considered a "conversion" on your site? You need to know that first. A sign up somewhere? A call?
If it's something web related, you should be able to track it with the right conversion tracking software.
Posted 10 April 2004 - 01:57 AM
There are a ton of metrics...instant return, yearly sales, lifetime value of a customer...
Paid search is still rather underdeveloped and many categories and still can provide more than enough direct return to fund self propigating campaigns.
Eventually this will not be so though. Some people hold search to rather hard metrics because they do not believe the powers of reverse broadcast networks. If you do it correctly the math works well though for many people. In the next 2 - 3 years it should start to become more developed to where the math will need to factor in more long term values.
Posted 13 April 2004 - 01:30 PM
Landing pages have to be used.... and heavy actvity in your log files... you would need a program such as NetTracker to drill into the log files to see what terms are getting the traffic and where they go from there etc.
It would be a little easier to give us an idea of what it is you use as a lead/sale so we could make more realistic suggestions
Posted 15 April 2004 - 07:13 AM
As Jill said:
you should be able to track it with the right conversion tracking software.
We just finished doing an extensive review of many of the tracking tools, as we had the need to recommend to our own trusted feed clients to use for the same reasons. Drop me an email and I can send you a list that we find good to use.
Posted 16 April 2004 - 11:30 AM
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