Roslyn Layton

Marketing Sustainably: A blog posting questions, opportunities, concerns and observations on sustainability in marketing. Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of integrated marketing. He serves on the ANA International ECHO Awards Board of Governors, as an adviser to the Direct Marketing Club of New York, and is senior director, communications and industry relations, with the Digital Advertising Alliance. Chet loves UConn Basketball (men's and women's) and Nebraska Football (that's just men, at this point), too! 

If you’re measuring your search engine marketing program performance based on traffic, clicks and page views, you’re actually stuck out in left field. The main metrics that matter, according to Andreas Ramos and Roslyn Layton, are customer lifetime value, contribution margin and close rate, which then help you determine your target cost per lead or cost per action.

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