How to Measure the ROI from Web Experience Management

 
 
By Loren Weinberg  |  Posted 2010-10-27 Email Print this article Print
 
 
 
 
 
 
 

As companies prepare for new growth in a recovering economy, building an effective Web presence has become a critical way for companies to achieve their business goals. Companies using robust Web Experience Management tools can efficiently manage their global network of Websites, build interactive communities, and target online campaigns and content. Here, Knowledge Center contributor Loren Weinberg outlines how companies can calculate the ROI for Web Experience Management initiatives to help them make the business case for planned projects.

The Web has become a key channel for converting prospects into customers, increasing customer loyalty and maintaining operational efficiencies. Building an effective Web presence has become critical to achieving business success.

Web Experience Management (WEM) solutions can enable enterprises to build and deploy an effective Web presence that can help drive revenue and cost savings by enabling business users to efficiently manage Websites, Web content and campaigns. WEM solutions enable users to deliver a relevant and engaging experience to Website visitors.

Demonstrating a positive ROI is an essential part of planning for a WEM implementation, both for securing internal support for these projects and for ensuring they continue to deliver over the years to come. Fortunately, a compelling case can be constructed for WEM using a straightforward method of ROI calculation and measurement.

Measuring ROI begins with outlining a business case for your WEM initiatives and determining the metrics most important to your business that WEM projects can impact. Straightforward ROI projections can then be created based on potential bottom-line as well as topline improvements. These projections can help to get your projects funded and off the ground, and can also demonstrate success to your organization as the project progresses.




 
 
 
 
Loren Weinberg is Senior Vice President of Marketing and Product Management at FatWire Software. Loren is responsible for FatWire's global corporate strategy, corporate marketing, product marketing and product management. Loren joined FatWire in September 2007. A strategy and marketing expert, Loren has 15 years of IT industry experience in corporate strategy, product marketing, product management and software sales strategy. Loren holds a MBA degree from Harvard Business School and a Bachelor's degree, magna cum laude, from Yale University. She can be reached at loren.weinberg@fatwire.com.
 
 
 
 
 
 
 

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