Who Controls the Measurement of Your Online Marketing Efforts’ ROI?

“We’re willing to bet … If a nonprofit’s Web presence and online marketing falls under the domain of the direct mail honcho, odds of ROI measurement occurring rise sharply. If the online presence is a separate fiefdom of the ‘Web team,’ those odds fall. Anyone care to dispute us?”

— Dec. 3, “Measuring Your Online Impact” by Roger Craver and Tom Belford on their blog, The Agitator. If you do, indeed, want to dispute the agitators, you can do it here: www.theagitator.net. Oh, and they probably won’t mind if you log on to agree with them either.