Heidi Cohen on measuring blog ROI
Haven’t had a lot of requests from clients to measure the impact of blogs, but it sure seems like a good idea. You can easily build a hard-dollar case for the value of a blog by treating it as another piece of online media. Include your blog (or blogs) in your campaign reports and correlate conversion metrics, such as product views, purchases and revenue to customer behavior on your blog.
Don’t sell stuff? Correlate any conversion, like lead capture, and assign a dollar value to each conversion event. You don’t need to sell online to understand the revenue impact of conversion and the media driving conversion.
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Filed under: Web Analytics
