We’re finding we have to force the ROI thinking early in the process, and that’s our objective for the next few months. If somebody’s going to do a banner campaign, we seem to be the ones to say “what’s the goal, in terms of effects on the visitors?” Then, if they can articulate something, we have the possibility for an ROI. We also have a better campaign. We’ve had some blunders regarding which site URL to point banners to, because people hadn’t asked themselves this question before launch.

Web Analytics ROI, or WaROI, it occurred to me, is much like Search Engine Optimization ROI or Search Marketing ROI:"…The analytics tools are great, but the data and ROI you can get are so much greater when the data is shared…