Content marketing: Telling Meaningful Stories

Why online ROI measurements are not perfect [EXAMPLE]

Disclaimers: The information provided is for informational purposes only and not personalized advice. It's accurate to the best of my knowledge at the time it's published. Links in articles maybe affiliate links.

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We want to measure our Return on Investment (ROI) and Key Performance Indicators (KPIs) – and especially online. After all measuring the apparent effectiveness of an online ad is much easier to measure than that of an offline billboard, which is likely why we expect more from online channels.

But it’s not perfect. That doesn’t mean we shouldn’t measure things. We should. But we should also remember that it’s not perfect. Here’s another example: 

Somebody bought a copy of my storytelling book on Amazon. So, without any other detail, Amazon gets the credit for the sale.

But then I saw a Twitter direct message from them, letting me know that they bought a copy of my book after we connected. 

So Twitter (social media) gets credit. Great. 

But then their message also said that they enjoyed a recent conference keynote I gave. 

So the conference gets credit? Sweet. Offline-online harmony. 

Book me to speak at your conference here. 

As you can see it’s not as easy as it could be and it’s okay. Either way, they liked my talk, bought the book and connected further. 

In reality, some things are easy to measure. Others less so. And some are nearly impossible to measure accurately. People jump channels and that can make channel-specific measurements harder. 

Really, all channels are most effective when they work in harmony – like in this case. I’m okay with it as long as I see some overall movement toward my own and my clients’ business goals. 

Once all channels are aligned the experience can be quite wonderful, fullfiling and meaningful. 

Check out my book on Amazon here. 


Christoph Trappe

Hello and thanks for stopping by. I'm Christoph Trappe and I'm the Vice President of Content Marketing Strategy, Americas, at ScribbleLive, which is based in Toronto and is a global content marketing software company. Before I started at ScribbleLive I was VP of Content Marketing and Conversion at MedTouch, a Boston-based company that helps healthcare organizations with digital marketing. I've written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs. If you need help, just visit the Contact Me page in the navigation and drop me a note. I'm always happy to chat! Thanks for reading! - Christoph ctrappe@christophtrappe.com 319-389-9853

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