In the 2009 Social Media Marketing and PR Benchmark Guide, MarketingSherpa explains a conundrum marketers are facing in a web 2.0 world:
What do you do when the ability to measure your return on investment (ROI) is mutually exclusive to the effectiveness of a particular campaign?
In other words, how do you sell a tactic up the chain of command that you know will work but can't provide definite numbers? Or conversely, how do you dissuade a course of action that has proven ineffective, but which your executives embrace because they understand the number of impressions or "hits" or lives interrupted by the campaign?READ»
