Most Web ‘Pros’ Don’t Measure
Ian Lurie Feb 17 2006
You don’t have to take it from me. A Forrester Report states that only 13% of web professionals at 89 online companies said they actually measure the ROI of all web site changes. Only half said they measure the ROI of major changes. Half said they don’t measure the ROI of any changes at all, citing resource limitations.
Half. Don’t. Measure. Anything. At. All.
In most cases that I’ve seen, resources become limited because of inefficient use. If you don’t measure ROI, of course your resources – budget and time – are limited. You’re throwing them away.
I am now tiptoeing out of the room, shaking my head in amazement.
Ian Lurie is CEO and founder of Portent Inc. He is co-author of the 2nd edition of the Web Marketing All-In-One for Dummies and wrote the sections on SEO, blogging, social media and web analytics. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. And, Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Read More