10 things to know about measuring marketing effectiveness

by Claire Powell on Apr 01, 2011

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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 — Presentation Transcript

10 things to Knowaboutmeasuring marketingeffectiveness

It’s NOT just online that is measurable, but the whole marketing spectrum

Define and agreewhatsuccesslookslike …
Note: marketing goals shouldalwaysbelinked to the overall business goals.

Create a dashboard withyourKPI’slinked to youragreedvision of success…
Butdon’tbeparalyzedbytoomanynumbers.

ROI is the cherryon the cake, butnoteverythingcanbedirectlylinked 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 usedcontrolgroupsforyears to provedthemwithinsightsintowhatworks and doesn’t.
Test, test, test, test, test, test, test, test … youget the picture!

Itwilltakecollaboration to pull thisoff – partner withyourfriends in finance/sales

Successdoesn’tcome without somerisks

Beingtransparentaboutyourresultswill set you free

10 things to know about measuring marketing effectiveness

by Claire Powell on Apr 01, 2011

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10 things to know about measuring marketing effectiveness — Presentation Transcript