As marketing and advertising efforts move increasingly to online channels, it seems that data related to marketing grows exponentially. Data from Google Analytics is great but we also have marketing data flying at us from AdWords, banner advertising and every social media platform known to humankind. At times it gets overwhelming. The problem isn't having data, the problem is finding the right data that can be used to make sound decisions.
Jeff Nelson will present a Marketing Metrics Model that he and Joanne O'Connell have develop as part of a course they are teaching at the University of Calgary. The model mirrors the marketing process and presents a structured way to collect measures, calculate metrics and manage KPIs related to marketing activities. Jeff will also outline some valuable sources of data for social media channels. But not everything about marketing metrics is easy. Jeff will also outline some of the issues that marketers have and possible solutions.