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 impacteither on increasing the organizations revenue or reducing its costs.
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).
