Measuring marketing performance has never been more important, yet many marketers only review results once a campaign has ended, rather than evaluating throughout. As a result, it can be easy for marketers to become sidetracked and miss valuable, actionable insights. Given today’s advanced analytic tools, it is possible to quantify marketing performance as part of an ongoing process to ensure any activity aligns with your business objectives.
Seven out of ten (70%) marketers report that their marketing efforts are under greater scrutiny than they were in the past. Challenged to align marketing strategies with the objectives of the business as a whole, they need to prove that campaigns are delivering consistent results against specific goals. At the same time, they need to ensure that the organisation is willing and able to take action on the insights being generated by marketing measurement, so that resources can be focused on strategies that deliver the best returns for the business
To meet these challenges, marketers need to put in place a robust goal-based measurement framework. By implementing the following five steps in the planning stages of a campaign, marketers can ensure they are utilising resources effectively and providing the optimum ROI for their brand: Read More