Corporate Blogs: Measure Their Value!

ClickZ Experts:
"Return on investment (ROI) measures project or campaign returns relative to related costs over time. It provides a single number, allowing executives to prioritize their marketing spend.
To date, ROI hasn't been applied to blogs. This is partly due to blogging recent introduction to the marketing mix. Many blogging experts have suggested calculating a blog ROI is impossible. As a professor, I teach students how to tie marketing to the bottom line. Calculating ROI for a blog should be no harder than calculating it for other marketing components..."