Laura Patterson says, “With the convergence of online and offline marketing, the constantly increasing accessibility of data, and substantial improvements in analytical capabilities, marketers can now measure far more than they could just a few years ago.

Nowadays, as a marketer you’re necessarily measuring something. You could be selecting measures related to time and budget, or to website traffic, social engagement, and email response, or you could be opting for more sophisticated measures of customer share of wallet, lifetime value, and share of preference.

Choosing the right measures is far more important than the quantity of data measured. Measuring the right data, and acting on the results found in the measurements, is an essential requirement for operating Marketing as a center of excellence.

Fifteen years of our own marketing performance research, as well as research by experts in academia, such as Dr. Christine Moorman, or in industry, such as the work performed by Deluxe, have found the keys to unlocking the ways to measure Marketing’s impact on the business”.

How to Create a Marketing Measurement Playbook to Select and Measure the Right Metrics

Marketing Profs

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