Modern marketers have the ability—and one may argue, the obligation—to track and tie marketing activities to bottom-line business results.
Driven by three change catalysts identified by PR 20/20 CEO Paul Roetzer (@paulroetzer) in The Marketing Agency Blueprint—change velocity, selective consumption and success factors—we can no longer hide behind soft "data" like impressions, ad equivalency, or big-hit campaigns (Whassup?). Nor should we rely solely on outputs—such as number of emails / mailers sent, number of blog posts published or frequency of social status updates—to showcase our worth.
Rather, it's time for marketers to hold ourselves accountable for having a true impact on business success, and tie all activities to metrics that matter. The following may vary by organization, but we're talking about data and results, such as:
- Website traffic
- Conversion rate
- Customer referrals
- Venture funding
The following slideshow, from my recent presentation at the DMA Cleveland and Web Association event, Using Data to Understand, Prove and Increase Marketing ROI, provides a deeper overview of the marketing-measurement shift, including:
- The need for change in marketing measurement
- How to make the move
- Sample tactics that drive results
- What you need to make it happen
I'd love to hear your thoughts on marketing measurement in the comments below.