Focus on behavior change to prove ROI

This article was originally published in Strategic Communication Management, Vol. 7, Issue 6: October/November 2003. Melcrum Publishing Limited, London, UK (2003).

The trick to being able to calculate ROI is to focus on small elements of our communications that are directly focused on changing some measurable behavior of our audience that has a bottom-line impact—either on increasing the organization’s revenue or reducing its costs.