measuring marketing success
TRANSCRIPT
![Page 1: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/1.jpg)
![Page 2: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/2.jpg)
“Look how many Likes we have!” … sound familiar?
![Page 3: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/3.jpg)
Likes? Followers?How do they impact
our bottom line?
![Page 4: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/4.jpg)
STOP! How Do We Measure Our Marketing Efforts?
![Page 5: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/5.jpg)
Why Measurement is Important
![Page 6: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/6.jpg)
Marketing MeasurementAnswers Questions Like…
![Page 7: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/7.jpg)
Is our marketing strategy a success or failure?
![Page 8: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/8.jpg)
What does “success” look like?
![Page 9: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/9.jpg)
Are we wasting money on ineffective marketing tactics?
![Page 10: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/10.jpg)
Which marketing tactics produce our best outcomes?
![Page 11: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/11.jpg)
How do we clearly communicate our needs & expectations to a marketing firm?
![Page 12: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/12.jpg)
What’s Your Marketing Story?Business A Business B
![Page 13: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/13.jpg)
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.”
![Page 14: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/14.jpg)
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).”
![Page 15: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/15.jpg)
Which Tells a Stronger Story?Business A Business B
![Page 16: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/16.jpg)
Which Tells a Stronger Story?Business A Business B
![Page 17: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/17.jpg)
Measuring What MattersWhat do you want to achieve?
What does “success” look like?
![Page 18: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/18.jpg)
Organizational Objectives
Revenue
Leads
Lead Quality
Brand Awareness
Product Awareness
Market Share
Consideration
Repeat Sales
Customer Service
Return on Investment
![Page 19: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/19.jpg)
Aligning KPIs to Objectives
![Page 20: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/20.jpg)
Objective: Increase Revenue
![Page 21: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/21.jpg)
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?
![Page 22: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/22.jpg)
Objective: Increase Brand Awareness
![Page 23: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/23.jpg)
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?
![Page 24: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/24.jpg)
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
![Page 25: Measuring Marketing Success](https://reader035.vdocuments.net/reader035/viewer/2022062401/58ee37cc1a28abc6028b460f/html5/thumbnails/25.jpg)