Amidst a slew of data from new digital tools, even successful marketers find it hard to know "which half of my marketing is working?" – or to explain to the CFO where they should next invest in digital and why. Instead of searching for a universal ROI solution, marketers need to think strategically about their own customers' path to purchase. By linking audience, engagement, and financial impact to their key business objectives, they can build a model that ensures marketing will matter for their business in the digital age.
Digital Marketing ROI: Which Half of My Digital Is Working?
Which Half of My Digital Marketing Is Working? @David_Rogers Author, “The Network Is Your Customer”Faculty director, Digital Marketing Strategy, Columbia Business School AMA Research and Strategy Summit 2012 Leading Research Transformation
7 Habits of the agile marketing modeler1. Make it everyone’s job Not “dept of big metrics”2. Be iterative Don’t wait for the annual survey3. Be skeptical Don’t accept just any metric4. Be data-driven Not just hunches & feels-good5. Be customer-centric Don’t lose yourself in the data6. Be imperfect Don’t wait for perfection7. Be decision-driven Never measure just to measure
Objectives 4 Kinds of first Metrics Focus on Build your KPIs own model
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