measuring marketing success

“Look how many Likes we have!” … sound familiar?

Likes? Followers?How do they impact

our bottom line?

STOP! How Do We Measure Our Marketing Efforts?

Why Measurement is Important

Marketing MeasurementAnswers Questions Like…

Is our marketing strategy a success or failure?

What does “success” look like?

Are we wasting money on ineffective marketing tactics?

Which marketing tactics produce our best outcomes?

How do we clearly communicate our needs & expectations to a marketing firm?

What’s Your Marketing Story?Business A Business B

What’s Your Marketing Story?Business A:

“We ran a half-page ad in the local newspaper, were featured in a local TV news segment, & published some blog articles and social media posts.

“A few customers mentioned seeing us in the newspaper and on local television.”

What’s Your Marketing Story?Business B:

“Our full-page newspaper ad drove 1,245 website visits and 230 sales worth $19,850.”

“Our Facebook ad campaign reached 9,650 people in a specific zip code, drove 275 website visits and 85 sales worth $14,625 (374% ROI).”

Which Tells a Stronger Story?Business A Business B

Which Tells a Stronger Story?Business A Business B

Measuring What MattersWhat do you want to achieve?

What does “success” look like?

Organizational Objectives

Revenue

Leads

Lead Quality

Brand Awareness

Product Awareness

Market Share

Consideration

Repeat Sales

Customer Service

Return on Investment

Aligning KPIs to Objectives

Objective: Increase Revenue

Objective: Increase Revenue

Direct KPIs:• Total Revenue• Sales Volume• Avg. $ Per Sale

Indirect KPIs:• Sales Call Volume• Visits to Online Store• Products Added to

Online Shopping Cart

How would your business collect this data? How often? By whom?

Objective: Increase Brand Awareness

Objective: Increase Brand Awareness

Direct KPIs:• Purchase Intent• Brand Equity• Net Promoter Score• Share of Voice

Indirect KPIs:• Ad Impressions• Media Coverage• Social Media Reach• Site Visits via Search• Site Visits via Referrals

How would your business collect this data? How often? By whom?

In Summary…Identify Organizational Objectives

Set KPIs That Align With Objectives

Build a Measurable Marketing Strategy

Collect Data on Marketing Tactics

Evaluate & Adjust to Improve Results