Okay, I stole these talking points from Leveraging the Weak Economy, a ClickZ article, but assumed it was relevant for organizations that may not want to spend more money right now, but are looking for ways to be effective online.
As resources and budgets continue to tighten, there will be a need for greater accountability – companies will need to justify why they are spending money online.
Jason Burby suggests focusing on analytics and site optimization to increase a web channel’s ROI and outlines how marketing executives can position the argument for analytics to the stakeholders in their organization:
» Define site goals by outlining desired behaviors
» Assign a dollar value to the different behaviors
» Determine the potential impact that each initiative can return
» Start testing – especially for different ways to solve the highest potential ROI opportunity
So, if you have a limited budget, but want to make an impact with the dollars they invest – turn to analytics. Assess your current activity and potential on future initiatives.