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Table of Contents

Lead Story

Congress, Fed pressured to reconsider interchange caps

Patti Murphy
The Takoma Group

News

Industry Update

London steers toward open payments by 2012 Olympics

Merchant coalition backs interchange overhaul

Girl Scout cookie sales go mobile

Trade Association News

Features

Ingredients essential to thriving enterprises

Research Rundown

ISOMetrics:
The rise of the debit card

Measuring your ad's ROO

Selling Prepaid

Prepaid in brief

Has the prepaid tax refund moment arrived?

Compliance partnership made for two

Views

Thoughts on the economy (in hindsight)

Brandes Elitch
CrossCheck Inc.

Cell phones as marketing tools

Steve Schwimmer
Renaissance Merchant Services

Education

Street SmartsSM:
Earning and keeping merchants' trust

Ken Musante
Eureka Payments LLC

It pays to keep your customers happy

Jeffrey Shavitz
Charge Card Systems Inc.

Security in a mobile world

Tim Cranny
Panoptic Security Inc.

Stockholm Syndrome and the payment pro

Jeff Fortney
Clearent LLC

Helping Level 4 merchants comply with PCI DSS 2.0

Joan Herbig
ControlScan

Leads, leads, leads - Part 2: Lead management

Peggy Bekavac Olson
Strategic Marketing

Company Profile

FrontStream Payments Inc.

New Products

A global e-commerce payment solution

Digital River World Payments
Digital River Inc.

Inspiration

The mind's the limit - so expand it

Departments

Forum

Resource Guide

Datebook

Skyscraper Ad

The Green Sheet Online Edition

March 14, 2011  •  Issue 11:03:01

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Measuring your ad's ROO

Measuring the effectiveness of your advertising is important but can be challenging. Unless you have sophisticated contact relationship management tools in place, it might be better to evaluate your ad's return on objectives (ROO), rather than return on investment (ROI).

Objectives for an ad can be as simple as getting someone to call for more information about a product, watch a webinar or visit your booth at a tradeshow. Here are steps to help you make sure your ad achieves its intended purpose:

Creating objectives for an ad and deciding how you are going to measure whether the objectives are being met should be part of your planning, not an afterthought. This information influences ad design and also helps shape future campaigns.

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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North American Bancard | Harbortouch | USAePay | IRISCRM.COM | Humboldt Merchant Services