It’s likely that your company has an integrated marketing plan that includes print and digital communications. You probably have a website with Google Analytics capturing your traffic. As part of your plan, you might send out monthly email blasts to loyal clients or mail marketing materials to prospective customers. You may have purchased banner advertising on websites that target your primary audiences. Perhaps you place print ads in industry magazines as well. You hope that at least some of your marketing strategy is gaining traction.

Hope is not a strategy.

If you are using Google Analytics to track your website, but not whether print, email, and online marketing efforts are effectively driving traffic to your site, you are missing a key opportunity to measure ROI. (Especially considering that it takes minimal effort and zero budget to get started!)...Read More