As a business owner, you likely have at least one membership in a professional association or organization. You may have become a member for conference discounts, training, networking, or referrals. But now the renewal has come up, and you’re wondering whether it’s worth the cost.
We look at professional memberships as investments. Like any investment, it’s wise to carefully evaluate and measure the value each association provides to your business.
In this article, you’ll discover that there is something that can be accurately measured and evaluated - the number and quality of referrals. Using the IAB Canada membership as an example, we take you through the process step-by-step.
Discover how to access the referring data in Google Analytics. How to drill down, use filters, and how to compare two or more memberships against one another – and against other marketing channels like Display, PPC, and Social Networks.
From the number of website visitors realized, to the value of each contact gained, you’ll learn how to measure the cost of each referral and customer. Once you know how your professional membership has helped your bottom line, you can compare it to the cost – and make an informed decision on whether or not to renew. Learn how to use Google Analytics to evaluate professional memberships.
Mike Lascut is Principal of Single Entry Point® Marketing, focusing on the search, email and analytics practice and leading the development of the 
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