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Marketing Articles: Metrics & ROI
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- Measuring What's Meaningful in Social Media
by Mack CollierHow do you measure the effectiveness of your social media efforts? Many companies are not properly tracking the right metrics. Or they are tracking the right metrics but aren't applying those metrics to their full effect. Here's a look at four metrics that companies use to assess their social-media efforts ... more - Are Your Marketing Dollars Buying Customers—or Just Renting Them? by Debra EllisHow many marketing dollars did you waste last year contacting customers who didn't buy from you? It's easy to look back to see where your investment was ineffective... if you know precisely where to look. more
- How to Address Marketing ROI and Measurement Pressures in a Tight Economy by Jim LenskoldWith marketing teams being challenged to deliver results despite tighter budgets and smaller staffs, how is it possible to improve measurements and ROI analysis now, when they did not get addressed in prior years, when more resources were available? more
- How to Use Predictive Analysis to Make Email Marketing Even More Profitable by Arthur Middleton HughesPredictive analysis has a long and profitable history with direct mail. Millions of dollars have been saved by focusing on those customers most likely to buy—and not mailing to those who are unlikely to be interested. Email marketing is a different story. Emails are so cheap to send that the attitude ... more
- Four Reasons Why You Should Be Obsessed With Your Blog's Traffic by Mack CollierWhen a company launches a blog, it wants to know all it can about the traffic coming to the site, particularly the amount of traffic. But is traffic volume the best way to measure the performance of your blog? Here are ways to measure your blog's traffic that are likely ... more
- Four Steps to Marketing Smarter (and for Less) in Today's Economy by Kimberly SmithThe economy is sour, consumers aren't buying, and the competitive landscape is mutating. What's a marketer to do? Well, you can start by following advice from the likes of Tim Berry, Seth Godin, David Meerman Scott, Bryan Eisenberg, and Jonathan Salem Baskin, as they discuss marketing smarter, and for less. more
- Six Irrational Leaps to Avoid in Marketing by Steve CunoWhy do people believe things irrationally, in the face of zero evidence? You already know the answer: People who really, really want to believe, will believe... regardless of where the evidence points. Are you managing your marketing program this way? more
- Six Approaches to Marketing in Tight Economies by Jim LenskoldMarketing pundits have advocated throughout this year that tough economic times are the right time to build bands and grow share of voice. But this will not work for every company. Here are the six approaches that can help you assess whether spending more or less is right for your ... more
- Five Marketing-Plan Pitfalls to Avoid by Tim CalkinsIt's hard to do great marketing without a clear plan. Unfortunately, many marketing plans simply don't work very well; they add little value and end up on a shelf, collecting dust. Marketing leaders need to be aware of these five common pitfalls, and steer clear. more
- Top 10 Things You Should Be Monitoring in Your PPC Reports by William LeakeWeb analytics tools and pay per click reporting features are becoming more sophisticated, offering savvy marketers vital insights into what's working, what's not, and what needs more effort. But there is so much data available that it can become difficult to determine what to look at and which to ignore. ... more
- How to Measure the Effectiveness of Your Company Blog by Mack CollierOne of the biggest hurdles that many companies face in adopting a blogging strategy is that they aren't sure how to quantify the results of their efforts. But as blogging has evolved, and it has become much easier to accurately measure blog performance and tie those measurements back to achieving ... more
- How to Achieve Lasting Improvements in Marketing Effectiveness (Hint: There Are Three Key Areas) by Barre Blake, J. Mark Carr, Alan HartThe scramble to justify budgets can result in a hyper focus on short-term ROI rather than a long-term sustainable path to continuous improvement. In truth, continually improving marketing effectiveness involves addressing three key interrelated, foundational areas. more
- Three Critical Questions to Get the Most From Marketing Mix Modeling by Jim LenskoldMarketers interested in measuring effectiveness and ROI need to understand whether marketing mix modeling can work for them, or how to get the most from it. Modeling measurements are often considered a bit mysterious. But MMM has long been a reliable measurement for consumer packaged goods companies and is now proving ... more
- How Marketing Can Lead the Charge for Business Innovation by Laura PattersonLong-term corporate success is linked to the ability to innovate, and Marketing should play a more central role. Who is better positioned to give insight into who will buy, how many they will buy, why they buy, and when specific markets will buy? It is time for marketing executives and professionals ... more
- How to Size and Build a Sales Territory by Bob HowardCompanies should (and can!) implement a sustainable, consistent telephone prospecting program to develop a "sales territory" using an approach that sales reps will actually adopt. If telephone prospecting controls the destiny of your business, you should investigate a better way to control your telephone prospecting. Start here. more
- What's Your ROI on Sales Tools? by Tim RiestererMarketers spend a lot of time and money creating messaging, tools, and training for salespeople. Unlike lead-generation campaigns and demand-management programs, where you can track impact on suspect, prospect, and customer activity, our "sales support" investments are much harder to measure. But, the day of reckoning is near. We are going ... more
- Divide and Conquer: A Case Study of Profitable Market Segmentation by Paul SchwarzWell-executed market segmentation quickly identify customer profiles that have a higher likelihood to buy. And once a company has identified that customer profile, it can use that information to target new customers with similar profiles. By targeting these prospects directly, marketers gain higher and quicker return on their marketing investments. ... more
- Five Things Every CEO Should Want to Know About Customers by Jeanne BlissThe perennial cry from CEOs around the globe is that they are focused on their customers: It is their highest-priority mission, the critical job of their company—and everything emanates from understanding what customers need and want and delivering on it. However, without up-to-date trend information about profitable versus non-profitable customers ... more
- Six Steps to Driving Growth With Marketing ROI by Jim LenskoldProfitable growth is a key business priority for every business. Marketing must be prepared not just to handle the demands for steady growth but also to respond to the occasional call for more aggressive growth. Marketing ROI brings the framework for financial analysis and measurements to help guide strategic and ... more
- Book Summary: 'Marketing Metrics, 50+ Metrics Every Executive Should Master' by Michael Perla"You can't manage what you don't measure" is a saying that will never go out of style. It's not only timeless; it's increasingly critical for marketers to heed. Measurement forces us to be clear and specific and to crisply define our terms. It is the great clarifier in a world ... more
- Are You a Marketing Champion? by Roy YoungMarketing is the engine of any enterprise. Yet marketing is often underutilized. We find marketing practitioners frustrated at not being able to make the essential contributions to their company's success that they are capable of—and ideally positioned to provide. Peer managers and members of the executive team have difficulty articulating ... more
- Three Steps for Defending Your Strategy and Winning Budget Battles by Jim Lenskoldou work with your team to design a well-integrated marketing plan that you believe is the best approach to the market. And, sure enough, upper management demands a budget cut that disrupts your plan. The budget-cutting process puts you as a marketer in defensive mode—you may lose key tactics that ... more
- Which Marketing Metrics Do You Really Need to Know? by Nicholas WatkisA recent book, "Marketing Metrics: 50+ Metrics Every Executive Should Master " (Wharton, 2006), claims that there are over 50 metrics every executive should master. Faced with such a daunting number, most marketers are likely to want to know which of the 50 are critical, and which are merely nice ... more
- From Gold Watches to Fur Coats: Driving Conversions via Unrelated Keywords by John RodkinHow do you know what product sales are driven from which keywords within your paid search efforts? Which keywords are driving the most profitable traffic? Are you doing everything to maximize your paid search ROI? A common perception within the online advertising community is that a successful ad sells product it ... more
- Measuring Your Top Marketing Strategies by Suzanne LoweIt's safe to say that we all have a list of top marketing strategies. Every year they appear on the strategic plan, they drive activities throughout the firm, and their progress is discussed at the highest levels. But are the top strategies that firms identify really the ones that they ... more
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