What does digital marketing analytics have to do with business goals and ROI? Business goals are typically long range, have long cycle times, such as a year. The expected achievement time for a business goal, such as 10% revenue increase, is typically very different from what can be observed with digital marketing goals.  Like soccer vs basketball, they have different cycle times between goal achievement.  If monitoring goals for digital marketing and making adjustments to optimize it in cycle times consistent with the strategies, digital marketing can be a grand contributor to long range business goals. Let?s create a scenario and see if there is a relationship.nnLet?s say, the business objective is to raise revenue this year 10%.  By how much each customer spends on average, it has been calculated that this will take 120 additional customers this year; or, at least 10+ per month. Because it is known for the business that the ratio of contacts to sells is 50%, it will take 240 additional contacts to achieve the business goal.  If the decision is that the principal way to get those 10+ per month customers is digital marketing via a website, social strategy and associated search strategies, with the implementation of digital marketing, goals can be set up in analytics tools to determine how many contacts are being generated via the digital marketing strategies.nnExpert WSI eMarketing has experienced that digital marketing can help in achieving business goals.  Use digital marketing goals and objectives in analytics tools that relate to the business goals. In this scenario, analytics goals can be set up to observe exactly how many site visitors go to the website, the ?Contact Us? page, how many fill out a ?Contact Us? form; further, how many actually send the completed form to the business. With these numbers, analysis can determine:n

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    2. whether the search strategies are getting people to your site,

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    1. whether the site has an optimum conversion architecture that gets visitors to the contact us page,

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    1. whether the contact form is friendly, simple and easy to submit,

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    1. whether the process to handle submittal of forms is efficient,

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    1. whether 50% of the contacts are actually being converted to customers.

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nWith this information, in a short period of time you can assess the contribution of digital marketing to your business goal and focus on corrections needed to optimize the digital marketing toward obtaining the business goal.  Further, if you are getting x contact forms sent with 50% of the contacts becoming customers; and, are on average generating $y revenue per customer, the ROI can be calculated. For example, if spending $z for your digital marketing strategies, your ROI is going to be ((.5x)($y))/$z = ROI. Or, at 50% conversion, 50% of your contacts times the average customer spend divided by the cost of your digital marketing gives the return on investment in marketing (ROI or ROIM).nnIn summary, create goals and objectives for digital marketing strategies that have a number for quantifiable measurement; have reasonable expected response times; and, are consistent and contributory to the overall business goal and analysis.  Quantify these digital marketing goals and objectives in analytics tools. Thus, with numbers, exactly what is happening for that strategy can be known.  Yet, optimum effectiveness of digital marketing strategies toward business goals occurs only with constant, persistent monitoring and adjustment to optimize toward established goals and objectives. Expert WSI eMarketing is in business to help businesses grow, to help businesses reach their business goals and objectives. Contact Us today for a free Internet Business Analysis.