You’ve just finished up a major marketing and advertising campaign using various types of media – newspapers, magazines, radio, network and cable television and Internet. Management of your company wants to know the results and the ROI from that campaign. Unfortunately, the only number you’ve got is the amount of money you spent and it’s necessary to find out if that money was spent effectively.
You know that your website has been search engine optimized and it is bringing in an acceptable level of focused, quality visitors.
You’re reviewing your web log files on a daily basis, looking for trends and patterns that would identify traffic generated from this last as campaign. While there is an increase in both traffic and sales volume, the question of how much is related directly to the campaign persists. (more…)
