Measure ROI and Boost Your Career"Measure ROI." As you look at that sentence, how do you feel? Enthusiastic? Or stressful? If the thought makes you feel stressful, you are not alone. Not by a long shot. Many years ago, when I started giving speeches on marketing metrics, and working with clients, I noticed something strange. When it comes to ROI, most of us in advertising and public relations are, well, afraid. We don't say that word out loud, of course, but inwardly we're afraid that our programs don't pay their own way. The irony is, most programs pay for themselves many times over. They are highly profitable. That's why measuring them can boost your career. Some of my most worried clients were in fact running the most profitable programs I had ever seen. So, I began advising my audiences and clients to get started measuring ROI, right away, but start small. How to Overcome Your WorryIf you are concerned or worried, just do this:Don't even tell anyone that you are beginning "a new measurement program." Just select one of your current advertising or PR tactics and quietly apply an appropriate measurement technique to it. In the unlikely event that the tactic is not profitable, you could quietly measure one or two other tactics. You could also use navigational metrics to make these tactics more profitable. You Can Easily Turn It OffIf nothing works at all, you can quietly drop the whole thing and go back to where you were. You'll be no better or worse off than you are now.But if you start seeing profitability, keep measuring more tactics. Then, one fine day, when you are ready, take the results upstairs and show senior management. Which brings me to the first of three ways that ROI metrics can boost your career:
Career Boost 1.
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