Measuring the ROI from Integrated Campaigns

Interesting article (and not just because this writer is quoted heavily) in this month’s issue of the Demand Gen Report newsletter on the challenge of measuring ROI from integrated campaigns.

Integrated, multi-channel campaigns are here to stay. Even something as simple as a content syndication program can involve a significant number of vendors, sites, tactics and programs, all of which ideally should be measured and compared not just on raw numbers of leads or even Cost Per Lead, but on which programs are truly generating the best return per dollar spent.

As the article reports, technology now exists to make measuring demand generation ROI more attainable than ever. CDI’s own Lead Recycling solution, based on the Market2Lead marketing automation platform, enables detailed ROI analysis from demand generation campaigns, especially for clients using Salesforce.com as their SFA database.

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