10 things to Know about measuring marketing effective ness
10 things to know about measuring marketing effectiveness
Nov 18, 2014
10 things to know about measuring marketing effectiveness. Marketers need to be accountable to the business, this requires them to prove to the business what is delivering the best bang for the company's buck and creating the best outcomes. Here are 10 things to keep in mind when you begin on this journey.
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10 things to Know about measuring marketing
effectiveness
It’s NOT just online that is measurable,
but the whole marketing spectrum
Define and agree what
success looks like …
Note: marketing goals should always
be linked to the overall business
goals.
Create a dashboard with your KPI’s linked to your agreed
vision of success…
But don’t be paralyzed by too many numbers.
ROI is the cherry on the cake, but not everything can be directly linked to
money.
Link … INPUT … OUTPUT … OUTCOMES [versus KPI’s over time]
USE YOUR BASELINE, DON’T FOCUS ON BENCHMARKS. TRACK YOUR PROGRESS OVER TIME
Direct marketers have used control groups for years to proved them
with insights into what works and
doesn’t.
Test, test, test, test, test, test, test, test … you get the picture!
It will take collaboration to pull this off – partner with your friends in finance/sales
Succ
ess
does
n’t c
ome
with
out s
ome
risks
Being transparent about your results
will set you free
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