Public Relations & Social Marketing Insight

... Sales lift, impact, and retention are just a few of the key measurements for any return-on-objective (ROO) program. (Note: I like to use ROO instead of ROI [return on investment] because it focuses content marketers on the real objectives.)

Sometimes ROO can be determined with one metric, while other times four or five are needed to show an impact on your organization’s business goals.ROO measurements come in all shapes and sizes, and usually include multiple items to give you the complete answer to your question. The important aspect to remember is you aren’t measuring just for the sake of measurement.

The tools and tactics below are used to directly determine what a project’s objectives should be. If you keep that in mind, you’ll get your ROO. Here are a few measurement initiatives to get you started...

You've done everything right. You had an idea that you know solves a problem.

...You have high hopes for your new product. But you can't just put it out there and hope it will be discovered. So you hire someone to make you a marketing plan and implement it. This magical marketing person is supposed to help your company grow. Mr. Marketing Magic should help your team close more sales.

But it doesn't happen. You look at the numbers and your revenue is flat. So what do you do? You fire the marketing person and bring in another marketing person with a new and perhaps better plan....

[Not so fast says Francine Hardaway in Fast Company. Try these five questions first. ~ Jeff]