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Using the Marketing Measuring Tape

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Werkshop Marketing
Werkshop Marketing

The document discusses the importance of measuring marketing effectiveness and provides examples of how to measure the effectiveness of various marketing channels, including mass media, social media, web, direct mail, and others. It notes that only 50% of marketers formally analyze data to measure return on investment and provides reasons why some marketers may not measure effectiveness. It also gives tips on identifying key performance indicators and examples of calculating marketing return on investment for different channels.

BusinessNews & Politics
1 of 49
Using the Marketing Measuring Tape Holly Grenvicz Principal and Chief Strategist Werkshop Marketing
Why is measuring marketing effectiveness so important? ,[object Object],[object Object],[object Object]
BusinessWeek , Nov 2007
Why is measuring marketing effectiveness so important? ,[object Object],[object Object]
The Ugly Truth ,[object Object]
“ Unscientific” reasons why… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why measure? ,[object Object],[object Object],[object Object],[object Object],[object Object]
What does it look like? ,[object Object],[object Object],[object Object]
Measurement Basics ,[object Object],[object Object]
What can you measure? ,[object Object],[object Object],[object Object],[object Object]
Identifying Key Performance Indicators ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Example of a Marketing Dashboard
How to Measure 101:
How to Measure: Mass Media Radio, Print, TV & Outdoor ,[object Object]
Where We’re Spending $8.77 $5.99 $6.98 $5.50 $4.54 $2.26 COMPARISON OF AD MEDIA COSTS (CPM) 7 Source: Media Dynamics, Intermedia Dimensions (2008)
Measuring Mass Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measuring TV ,[object Object],[object Object],[object Object]
Measuring: TV, Example ,[object Object],[object Object],[object Object]
Measuring: TV, Example cont. ,[object Object],[object Object],[object Object]
Measuring: Radio ,[object Object],[object Object],[object Object]
Measuring: Radio, Example ,[object Object]
Measuring: Print ,[object Object],[object Object],[object Object]
Measuring: Print, Example ,[object Object]
Measuring Outdoor ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measuring: Direct Mail ,[object Object],[object Object],[object Object]
Measuring: Direct Mail, Example ,[object Object],[object Object],[object Object]
Measuring: Direct Mail, Example ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measuring: Social Marketing ,[object Object],[object Object],[object Object]
Measuring: Social Marketing ,[object Object],[object Object]
Measuring: Social Marketing ,[object Object],[object Object],[object Object],[object Object]
Measuring: Social Marketing ,[object Object],[object Object]
Measuring: Social Marketing, Example ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measuring: Web ,[object Object],[object Object],[object Object]
Measuring: Web, Example
A Note About Google Analytics ,[object Object],[object Object],[object Object]
Measuring: Web ,[object Object],[object Object]
Measuring: Online Ads ,[object Object],[object Object],[object Object]
Measuring: Email Marketing ,[object Object],[object Object],[object Object]
Measuring: PR ,[object Object],[object Object],[object Object]
How to Measure: A Great Summary in Steps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Final Thoughts ,[object Object],[object Object]
Further Reading: Social Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Further Reading: Social Marketing, cont. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Businesses Who Measure ,[object Object],[object Object],[object Object],[object Object]
Discussion… ,[object Object]
Works Cited: ,[object Object],[object Object],[object Object],[object Object],[object Object]
Works Cited, cont. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Works Cited, cont. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Works Cited, cont. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Using the Marketing Measuring Tape

  • 1. Using the Marketing Measuring Tape Holly Grenvicz Principal and Chief Strategist Werkshop Marketing
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  • 12. Example of a Marketing Dashboard
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  • 15. Where We’re Spending $8.77 $5.99 $6.98 $5.50 $4.54 $2.26 COMPARISON OF AD MEDIA COSTS (CPM) 7 Source: Media Dynamics, Intermedia Dimensions (2008)
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Editor's Notes

  1. http://www.amrinternational.com/reports/b2b_online_marketing_in_the_united_states_assessment_and_forecast_to_2013
  2. http://www.rocketwatcher.com/blog/2010/12/marketing-roi-5-reasons-you-arent-measuring-it.html
  3. Holly