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