by Roger Janik, an EO Houston member and CEO of Fair Marketing
Every business relies on marketing to grow, but accurately measuring that growth in order to gauge results is an ongoing challenge for most business owners. The good news is that taking the guesswork out of marketing ROI—especially when it comes to online—is possible. After much agony and years of testing, I’ve created a goal-oriented method of defining and quantifying a business’s internet-marketing goals. Getting there … well, that was the tricky part.