Measuring What Matters
Measurement continues to be the hardest task in marketing campaign management.
Measuring and improving marketing ROI is a process. It's not a one-shot deal. It's an ongoing effort, an integral part of well-oiled marketing campaigns.
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The good news is that today's digital & social marketing tactics provide tons of data.
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The bad news is you're faced with tons of data.
Making sense of all the data, metrics and key performance indicators takes some time and energy but must be an integral part of your marketing plan
In the end it's all about results, and the ability to track & correlate marketing spend to business ROI. Marketing dashboards that report marketing results are a good start. But the real goal is to create reports that measure business outcomes, turning data into actionable intelligence.
Metrics must be tied to your expectations about marketing and to your company strategy.
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If you want your marketing to build brand awareness, then measures metrics like web site traffic, social reach, and followers/subscribers
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If you are trying to add new customer, track metrics like new email addresses, content download, lead volume and create a lead score system that ranks each lead's potential.
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If increasing the lifetime value of current customers is important, measure that.
Place metrics at the beginning of the marketing process, not just at the end. Read more...
5 Ways I Can Help You
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Create a system for accurately measuring marketing performance.
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Establish of metrics for each marketing tactic, focusing on the most relevant, insightful few.
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Create marketing key performance indicators
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Develop a comprehensive decision framework to help assess marketing tactic options, discover what is vs. is not working, tests assumptions and continually refine performance.
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Create weekly or monthly marketing reports