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Marketing Metrics

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Pdf of Introduction to Marketing Metrics presentation by Sue Windley, Marketing Director, Pragmatic Performance Group Ltd.

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Introduction to Marketing Metrics Presented By Sue Windley Marketing Director Pragmatic Performance Group Ltd www.pragmaticperformancegroup.co.uk All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
In any aspect of business  If you don’t / can’t measure it, why do it? All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
Define what = SUCCESS is in your business  Measure only those elements that demonstrate success (or failure) All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
3 Key Types of Marketing Metrics  Milestones Activity Outcomes Progress against Targets What is being Done Results Achieved All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
Marketing Milestone Metrics: GPS for your business strategy All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
Marketing Milestone Metrics: Use your Marketing Strategy as the Toolbox All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
Marketing Activity Metrics: Speedometer for your business development All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
Marketing Outcome Metrics: Stopwatch on your Sales Activities QUALITY not just QUANTITY: eg Number of hits on your website  How many = by target prospects?  Why will they buy?  Likelihood to buy?  Likelihood to add value? All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
Marketing Metrics  How to set your units of measurement All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
Marketing Metrics: Empirical Measurement vs ‘Best Guess’ Outcomes = Historical Snapshot compared to Knowing WHY or HOW (causes) All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
Marketing Metrics: Key Determinants Behaviour (outcomes of actions) versus Attitudes (intentions/opinions) All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
Marketing Metrics: Key Determinants Quantitative (data / statistics) versus Qualitative (categories / feedback) All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
Marketing Metrics: Key Determinants Predictive (focus = look to future) versus Reactive (focus = learn from past) All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
Marketing Metrics: Key Determinants Incentives (encouraging subjective outcomes) versus Return on Investment (targeting objective results) All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
Marketing Metrics: Key Determinants Ability to Adapt (resource availability) versus Auditability (process measurement) All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
Marketing Metrics: Key Determinants Relativity (comparison) versus Uniqueness (skewness) All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
Marketing Metrics  You can measure it, so go do it! All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
Sue Windley Marketing Director Pragmatic Performance Group Ltd sue.windley@pragmaticpg.co.uk www.twitter.com/DangerousMkting www.pragmaticperformancegroup.co.uk Are you up to the Challenge? All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved

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Marketing Metrics

  • 1. Introduction to Marketing Metrics Presented By Sue Windley Marketing Director Pragmatic Performance Group Ltd www.pragmaticperformancegroup.co.uk All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
  • 2. In any aspect of business  If you don’t / can’t measure it, why do it? All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
  • 3. Define what = SUCCESS is in your business  Measure only those elements that demonstrate success (or failure) All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
  • 4. 3 Key Types of Marketing Metrics  Milestones Activity Outcomes Progress against Targets What is being Done Results Achieved All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
  • 5. Marketing Milestone Metrics: GPS for your business strategy All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
  • 6. Marketing Milestone Metrics: Use your Marketing Strategy as the Toolbox All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
  • 7. Marketing Activity Metrics: Speedometer for your business development All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
  • 8. Marketing Outcome Metrics: Stopwatch on your Sales Activities QUALITY not just QUANTITY: eg Number of hits on your website  How many = by target prospects?  Why will they buy?  Likelihood to buy?  Likelihood to add value? All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
  • 9. Marketing Metrics  How to set your units of measurement All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
  • 10. Marketing Metrics: Empirical Measurement vs ‘Best Guess’ Outcomes = Historical Snapshot compared to Knowing WHY or HOW (causes) All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
  • 11. Marketing Metrics: Key Determinants Behaviour (outcomes of actions) versus Attitudes (intentions/opinions) All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
  • 12. Marketing Metrics: Key Determinants Quantitative (data / statistics) versus Qualitative (categories / feedback) All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
  • 13. Marketing Metrics: Key Determinants Predictive (focus = look to future) versus Reactive (focus = learn from past) All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
  • 14. Marketing Metrics: Key Determinants Incentives (encouraging subjective outcomes) versus Return on Investment (targeting objective results) All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
  • 15. Marketing Metrics: Key Determinants Ability to Adapt (resource availability) versus Auditability (process measurement) All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
  • 16. Marketing Metrics: Key Determinants Relativity (comparison) versus Uniqueness (skewness) All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
  • 17. Marketing Metrics  You can measure it, so go do it! All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved
  • 18. Sue Windley Marketing Director Pragmatic Performance Group Ltd sue.windley@pragmaticpg.co.uk www.twitter.com/DangerousMkting www.pragmaticperformancegroup.co.uk Are you up to the Challenge? All  clip art & written content in this presentation is the copyright of Pragmatic Performance Group Ltd © 2003 – 2010.  All rights reserved