Challenges of calculating ROI

- [Narrator] There's a great quote by Jon Wanamake…"Half the money I spend on advertising is wasted;…"the trouble is I don't know which half."…This is so true.…Despite all the metrics available,…it's particularly tough to know how much money you make…from something like social media because it focuses…so heavily on brand reputation and connections.…The AIDA Model identifies stages an individual goes through…during the buying process for a product or service,…and we target each of these stages in marketing…and with social media.…Awareness, often it's difficult to isolate the activity…that first generates awareness of your product or service.…

Perhaps, harder still to identify the trigger point…for real interest,…when the prospect wants to find out more…about your business.…And then, converting that interest to a desire to purchase…and to take action.…There are many trigger points and multiple touchpoints…for the prospect before purchase.…Research says you need seven or more for every sale.…So, to which marketing activity do you attribute success?…