10 things to know about measuring marketing effectiveness
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Transcript of 10 things to know about measuring marketing effectiveness
10 things to Know about measuring marketing
effectiveness
It’s NOT just online that is measurable,
but the whole marketing spectrum
Define and agree what
success looks like …
Note: marketing goals should always
be linked to the overall business
goals.
Create a dashboard with your KPI’s linked to your agreed
vision of success…
But don’t be paralyzed by too many numbers.
ROI is the cherry on the cake, but not everything can be directly linked 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 used control groups for years to proved them
with insights into what works and
doesn’t.
Test, test, test, test, test, test, test, test … you get the picture!
It will take collaboration to pull this off – partner with your friends in finance/sales
Succ
ess
does
n’t c
ome
with
out s
ome
risks
Being transparent about your results
will set you free