If marketing programs and communications are not measurable, how can you effectively calculate your return on a marketing investment? How can you improve them? In fact, how can you be certain you are investing in the right strategy and tactics at all?

Email key metrics

• Bounce rate
• Open rate
• Click through rate
• Unsubscribe rate
• Conversion rate
• Campaign ROI (calculator)

Web site key metrics

• Organic search engine position
• Search Engine Position vs Competition
• Unique visitors
• New vs return visitors
• Referring pages and domains
• Page views
• Entry pages
• Exit pages
• Conversion process and rate

Bottom line measurement is how many dollars you book with guests who started out planning their adventure by searching the internet compared to how many dollars you spent on internet marketing.